Information-seeking behaviour of opinion leaders

Abstract

This paper explores the information-seeking behaviour of opinion leaders for the purpose of better communicating attributes of innovations to this group of individuals. Information-seeking is an important concept for diffusion of innovations theory. This study contributes towards an understanding of information-seeking behaviour in the diffusion of innovations. Interviews were conducted with nine participants who were recruited largely from their involvement in civic life. Intensive interviews generated hours of interview material that was used by the author for subsequent analysis. Critical Discourse Analysis enabled the author to look at the social structures that were revealed in their responses to the interview protocol. These interviews were coded by hand until themes were reduced to their essence. Three technics were identified as aiding opinion leaders in their information seeking endeavours. First, identification of gatekeepers granted opinion leaders access to information. Second, a knowledge of relevant publications afforded them confidence in their dealings with information. Third, sophisticated information-seeking behaviour allows opinion leaders to sift through the useful and less than useful information they come across in their searches. These technics serve the opinion leader in their relationship to all facets of contemporary everyday life.