Title
Finding the Invisible Leader: When A Priori Opinion Leader Identification is Impossible
Document Type
Article
Publication Date
2022
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.
Publication Title
Communication Reports
Volume
35
Issue
1
DOI of Published Version
10.1080/08934215.2021.2015796
Recommended Citation
Britt, Brian C.; Britt, Rebecca K.; Anderson, Jenn; Fahrenwald, Nancy; and Harming, Shana, "Finding the Invisible Leader: When A Priori Opinion Leader Identification is Impossible" (2022). Communication Studies Publications. 56.
https://openprairie.sdstate.edu/comm-theatre_pubs/56