The Diffusion of Innovation, 5th ed by Everett Rogers

Characteristics of Opinion Leaders

  • Opinion leaders have greater exposure to mass media. This puts them in greater contact with change agents. They are more cosmopolite and bring ideas across boundaries between groups.
  • They have extensive interpersonal network links. They are socially accessible.
  • They have higher socioeconomic status than their followers and they are recognized as trustworthy and competent experts about innovations.
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One Response to “The Diffusion of Innovation, 5th ed by Everett Rogers”

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