What is the opinion leader

The Opinion leader is an individual who is able to influence the opinions and attitudes of others effectively.

They play a significant role in the field of marketing because they help companies to advertise a product and influence consumer decisions.

The task of opinion leaders is to act as a "mediator" between the media and other individuals who are less interested and less involved in an advertising campaign.

Moreover, the opinion leader can be considered an expert in their field and, therefore, gains more credibility on a specific topic.

Around this figure revolves the theory of the two-step flow of communication.

Theory of the Two-Step Flow of Communication

The theory of the two-step flow of communication states that: most people form their own ideas and opinions based on the influence of opinion leaders who, in turn, are influenced by mass media.

In the media, the opinion leader is 100% active and is capable of conveying messages to a broader audience.

When following an opinion leader, the user actively participates in the ideas and advice they present, as opposed to direct messages from the media which tend to have only a reinforcing value.

Examples of opinion leaders

There are several ways in which the opinion leader carries out their role:

• Daily activities and tasks: they exert influence on their specific community and are relevant in one or a limited number of fields. This is defined as a monomorphic opinion leader;
• More generalized topics and ideas: an example of a polymorphic opinion leader who carries out their work using personality and charisma.

Example of a monomorphic opinion leader

A monomorphic opinion leader can be a local dishware technician who may represent for many a true point of reference when it comes to making choices in that specific sector.

Example of a polymorphic opinion leader

A polymorphic opinion leader is a person recognized on a global level, such as: a leader concerning environmental issues and related to climate change.

Therefore, the influence they exert goes beyond individual issues.