Opinion Leadership - Conclusion

Opinion Leadership Theory is entrenched in the evolution of communications research. Since the "birth" of opinion leadership in the 1940s, both practitioners and academics have been keenly interested in its applicability in modern society. Numerous studies have been conducted to identify potential opinion leaders, learn of the characteristics distinguishing them from their "followers," and understand how they exert their personal influence to change opinions and behaviors of the masses.

Three major studies laid the groundwork for Opinion Leadership Theory, including The People's Choice Study, The Decatur Study and The Drug Study. Each study led to a greater understanding of how opinion leaders disseminate information - from the more simplistic two-step flow of communication to the more elaborate model, the multi-step flow of communication. This research clearly showed the importance of personal influence in the decision-making process.

As the importance of opinion leaders grew with regards to the marketing of consumer products, so did the need for researchers to identify potential opinion leaders. The identification of appropriate opinion leaders for practical purposes was - and continues to be - a challenge. Unlike a celebrity endorser, opinion leaders typically operate locally and may only influence a handful of consumers. Several methods are commonly used to identify such influentials, including the Self-Designation Method, Key Informants and Sociometry. Each method provides varying levels of reliability. Sacrifices of accuracy, however, are tolerated in some instances for the sake of economics and expediency.

Although identification of potential opinion leaders is somewhat of a challenge, research has been successful in identifying some general traits (or characteristics) of opinion leaders. The most consistent traits among opinion leaders are product-related and personality characteristics. Demographic characteristics are typically included as variables in research studies; however, the the majority of studies conclude opinion leaders cannot accurately be identified by demographic variables alone.

Ultimately, marketers want to know how to persuade consumers to purchase their particular products and services. Five strategic advertising applications are discussed, including (1) portraying opinion leaders, (2) identifying opinion leaders directly, (3) creating opinion leaders, (4) simulating word-of-mouth communication, and (5) stimulating word-of-mouth communication. Each strategic application is based upon the underlying theory of opinion leadership and personal influence.

As the study of mass and interpersonal communication continue into the next century, one must consider the impact of technology and the changing nature of communication. As Elihu Katz stated in 1993, "Inevitably, one is led to wonder what will happen to conversation and to public space in the era of individuation now being thrust upon us by the new media technology" (27, p. xi).