Opinion Leader


Definition: an Opinion Leader is an individual capable to repeatedly persuade and influence other people's behaviors according to her/his own preferences.
Opinion leadership is achieved and sustained through a person’s technical competence, social skills and compliance with values and norms of his current social system.
It is a type of informal leadership where the persuasion is indirect and frequent in time. Usually the relationship between an OL and his followers is based on their admiration and willingness to look like the leader (Referent Power).


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