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Encyclopedia > Opinion leadership

Opinion leadership is a concept that arose out of the theory of two-step flow of communication propounded by Paul Lazarsfeld and Elihu Katz. This theory is one of several models that try to explain the diffusion of innovations, ideas, or commercial products. The two-step flow model was propouded by Paul Lazarsfeld and Elihu Katz. ... Image needed Paul Felix Lazarsfeld (1901-1976) was one of the major figures in 20th century American Sociology. ... Elihu Katz (b. ... Diffusion is the process by which a new idea or new product is accepted by the market. ...


The opinion leader is the agent who is an active media user and who interprets the meaning of media messages or content for lower-end media users. Typically the opinion leader is held in high esteem by those that accept their opinions. Opinion leadership tends to be subject specific, that is, a person that is an opinion leader in one field may be a follower in another field. An example of an opinion leader in the field of computer technology, might be a neighbourhood computer service technician. The technician has access to far more information on this topic than the average consumer and has the requisite background to understand the information. By the mid 20th century humans had achieved a mastery of technology sufficient to leave the surface of the Earth for the first time and explore space. ...


Key Opinion Leaders (KOLs) are physicians who influence their peers' medical practice, including but not limited to prescribing behavior [1]. Pharmaceutical companies generally engage key opinion leaders early in the drug development process to provide advocacy activity and key marketing feedback [2]. Key opinion leaders generally belong to specific area of expertise, such as oncology, cardiology, diabetes, orsometimes do specilized in very niche therapeutic areas such as Colorectal Cancer (CRC), Non small Cell Lung Cancer (NSCLC). Some KOLs also belong to administration, the FDA or EMEA. Pharmaceutical companies engage KOLs in publications, conducting of clinical trials, or conducting marketing research throught online panels. Opinion leadership is a concept that arose out of the theory of two-step flow of communication propounded by Paul Lazarsfeld and Elihu Katz. ... An online panel is a group of individuals (either professionals or general public) made up of members of a specific category of the population (eg : lawyers, physicians, car dealers, elderly, ...) who participate in market research studies online. ...


See also

The study of the diffusion of innovation is the study of how, why, and at what rate new ideas spread through cultures. ... The two-step flow model was propouded by Paul Lazarsfeld and Elihu Katz. ...

References

[1] Source: Terry Nugent, Director of Marketing, Medical Marketing Service, Inc. (MMS).

[2] Article: "Developing Win-Win Key Opinion Leader Relationships," Pharma Marketing News, Vol. 2, #10; REPRINT #210-01.

[3] http://www.pharma-mkting.com/glossary/keyopinionleader.htm


External references

  • CIA Advertising article

  Results from FactBites:
 
Implementation Science | Full text | Is the involvement of opinion leaders in the implementation of research findings a ... (4344 words)
Opinion leadership (more properly termed Informal Opinion Leadership; for ease of reading we refer to 'opinion leadership' throughout this article) is the degree to which an individual is able to influence other individuals' attitudes or overt behaviour informally, in a desired way with relative frequency [4].
The self-designating instrument emphasises opinion leaders who are commonly consulted by colleagues and who give a lot of information (Table 2), and while the sociometric instrument may identify one construct of opinion leader, other types of leadership also may be influential (e.g., professional or academic leaders).
Second, the identification of opinion leaders and their coverage, if the underlying social networks were highly variable and idiosyncratic (except in the national specialty groups), suggests that recruitment of opinion leaders is unlikely to be an effective general strategy across all settings and professional groups.
  More results at FactBites »


 

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