Finding the Invisible Leader: When A Priori Opinion Leader Identification is Impossible

Brian C. Britt; Rebecca K. Britt; Jenn Anderson; Nancy Fahrenwald; Shana Harming

doi:10.1080/08934215.2021.2015796

Finding the Invisible Leader: When A Priori Opinion Leader Identification is Impossible

Brian C. Britt, Rebecca K. Britt, Jenn Anderson, Nancy Fahrenwald, Shana Harming

Research output: Contribution to journal › Article › peer-review

2 Scopus citations

Abstract

Opinion leaders are increasingly recruited to diffuse information, attitudes, and behaviors to serve communication campaigns. However, this has historically required opinion leader identification before launching the campaign. A priori identification is impossible in many contexts, such as when addressing unfamiliar topics or insular communities. The authors introduce a two-stage campaign approach that resolves this problem, and a public health campaign is used to demonstrate it. This approach is applicable to a wider variety of contexts than traditional a priori opinion leader identification.

Original language	English (US)
Pages (from-to)	38-52
Number of pages	15
Journal	Communication Reports
Volume	35
Issue number	1
DOIs	https://doi.org/10.1080/08934215.2021.2015796
State	Published - 2022

Keywords

Campaign Design
Campaigns
Opinion Leader
Social Network

ASJC Scopus subject areas

Education
Communication
Language and Linguistics
Linguistics and Language

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10.1080/08934215.2021.2015796

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title = "Finding the Invisible Leader: When A Priori Opinion Leader Identification is Impossible",

abstract = "Opinion leaders are increasingly recruited to diffuse information, attitudes, and behaviors to serve communication campaigns. However, this has historically required opinion leader identification before launching the campaign. A priori identification is impossible in many contexts, such as when addressing unfamiliar topics or insular communities. The authors introduce a two-stage campaign approach that resolves this problem, and a public health campaign is used to demonstrate it. This approach is applicable to a wider variety of contexts than traditional a priori opinion leader identification.",

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AU - Britt, Brian C.

AU - Britt, Rebecca K.

AU - Anderson, Jenn

AU - Fahrenwald, Nancy

AU - Harming, Shana

N1 - Funding Information: The research reported in this publication was supported by the National Institute on Minority Health and Health Disparities at the National Institutes of Health under award number U54MD008164. The content is solely the responsibility of the authors and does not necessarily represent the official views of the National Institutes of Health. Publisher Copyright: © 2021 Western States Communication Association.

PY - 2022

Y1 - 2022

N2 - Opinion leaders are increasingly recruited to diffuse information, attitudes, and behaviors to serve communication campaigns. However, this has historically required opinion leader identification before launching the campaign. A priori identification is impossible in many contexts, such as when addressing unfamiliar topics or insular communities. The authors introduce a two-stage campaign approach that resolves this problem, and a public health campaign is used to demonstrate it. This approach is applicable to a wider variety of contexts than traditional a priori opinion leader identification.

AB - Opinion leaders are increasingly recruited to diffuse information, attitudes, and behaviors to serve communication campaigns. However, this has historically required opinion leader identification before launching the campaign. A priori identification is impossible in many contexts, such as when addressing unfamiliar topics or insular communities. The authors introduce a two-stage campaign approach that resolves this problem, and a public health campaign is used to demonstrate it. This approach is applicable to a wider variety of contexts than traditional a priori opinion leader identification.

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KW - Social Network

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Finding the Invisible Leader: When A Priori Opinion Leader Identification is Impossible

Abstract

Keywords

ASJC Scopus subject areas

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