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 journalArticlepeer-review

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 languageEnglish (US)
Pages (from-to)38-52
Number of pages15
JournalCommunication Reports
Volume35
Issue number1
DOIs
StatePublished - 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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