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1.5.5.Opinion Leadership
It is the degree to which an individual is able to influence informally the other individuals’ attitudes or overt behaviour in a desired way with relative frequency. Categories of opinion leaders Polymorphism It is the degree to which an individual acts as an opinion leader for a variety of topics. Monomorphism The tendency of an individual to act as an opinion leader for only a single topic. When a Social systems norms favour change, opinion leaders will become more innovative. |
Last modified: Wednesday, 1 February 2012, 9:46 AM