GeiseMeinungsführer und der Flow of Communication

What are opinion leaders? How do they exert social influence? What effects do they have on the formation of opinions? How is opinion leadership in online contexts different from opinion leadership in direct social interaction?

This book presents an overview of opinion leadership as a social phenomenon. In addition to a theoretical basis and a methodological introduction, it presents empirical findings from a communication scholar’s perspective, giving an overview of a number of sources from pioneering research studies to current trends in researching opinion leadership online.

The book introduces processes and phenomena of opinion leadership to students and scholars, and may also serve as key reading when starting research projects on contemporary issues of opinion leadership in direct and mediated social interaction.