Opinion Leaders in the Digital Community
As I mentioned in my previous post, opinion leaders, also known as social influencers, are beneficial to utilize when trying to capture the Millennial and post-Millennial generations. By using opinion leaders on emerging media platforms, such as social media and blogs, a company can reach a larger audience and influence more people to invest in their product or service. In order to effectively utilize opinion leaders on digital platforms, we need to analyze what an opinion leader is, why their opinions matter, and who are the opinion leaders that matter to your company. According to Business Dictionary, opinion leaders are “influential members of a community, group, or society who others turn to for advice, opinions, and views.” These people are not necessarily famous or wealthy, but they are influential in their communities and have a large follower base. Opinion leaders can also be defined in relation to the DIffusions of Innovations theory developed by Everett Roger...