If no go to the last question2. Mention your preferred brand?3.
an anyone change your decision of purchase bike?Yes No4. Specify the person that makes a change in your decisions.5. Tike the charactustic of a person (opinion leader) which influences your decision.
Positive and negative product information
Information and advice
Opinion leadership is category specific
Opinion leadership is a two way street
A Two-Step Flow of Influence?
Opinion-Leader Campaigns on Climate Change
1.Matthew C. Nisbet
and2.John E. Kotcher
American University, Washington, DC,email@example.com 2.
National Academies, Washington, DC
In this article, we review concepts, measures, and strategies that can be applied to opinion-leader campaigns on climate change. These campaigns can be used to catalyze wider political engagement onthe issue and to promote sustainable consumer choices and behaviors. From past research, we outlinesix relevant categories of self-designated opinion-leaders, detailing issues related to identification,recruitment, training, message development, and coordination. We additionally analyze as prominentinitiatives Al Gore's The Climate Project and his more recent We campaign, which combines therecruitment of digital opinion-leaders with traditional media strategies. In evaluating digital opinion-leader campaigns, we conclude that there are likely to be significant trade-offs in comparison to face-to-faceinitiatives. The challenge for both scholars and practitioners is to understand under what conditions aredigital opinion-leaders effective and in which ways can online interactions strengthen or build on real-world connections.