10.5191/jiaee.1998.05301

 

Abstract

The hypothetical assumption that the largely unsuccessful involvement of opinion leaders as influentials and information intermediaries in development and change strategies can be attributed to their incorrect identification is investigated. Supportive evidence is provided showing that the classic method of opinion leadership identification tends to identify the knowledgeable person rather than the true opinion leader. Accessibility is identified as a critical dimension of opinion leadership, and it is empirically shown that this attribute is negatively correlated with knowledge or expertise, thereby explaining why experts or incorrectly identified opinion leaders cannot be expected to have a significant impact on the diffusion process or the flow of technological information.

 

Attachments:
Download this file (Duvel-Vol-5.3.pdf)Full Text[ ]63 kB