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... > social science subjects > business and management > marketing (business) > consumer culture > production, exchange and distribution in consumer culture > opinion leadership
... > social science subjects > communication and media studies > communication studies > science and technology communication > theory and research > opinion leadership

Preferred term

opinion leadership  

Definition

  • Outside of the social sciences, the term opinion leader is widely used to allude to celebrities in politics and the media and to public intellectuals, who are thought to have and to hold large followings. In the social sciences, the term refers to everyday influentials whose advice is sought and acknowledged by family, friends, and neighbors. [Source: Encyclopedia of Consumer Culture; Opinion Leaders]

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https://concepts.sagepub.com/social-science/concept/opinion_leadership

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