Work

When Leaders Are Hard to Find: Reimagining Opinion Leaders in Sparse Communication Networks

Year: 2026

Type: article

Abstract: Diffusion of innovations theory proposes that opinion leaders can enhance the success of science communication campaigns. Such strategies hinge on an assumption that target communities include well-connected and trusted members who need only be identified and recruited. However, sparse or difficult to engage communication networks may not meet this assumption, making opinion leader-based interventions ineffective or impossible. This project reviews two studies involving rural populations where attempts to identify opinion leaders failed. We leverage these examples to highlight barriers to community-based campaigns, theoretical implications for diffusion scholarship, and suggested strategies for communication scholars and practitioners encountering sparse or fragmented networks.

Source: Science Communication

DOI: 10.1177/10755470261435541

Authors: Marissa W. Kopp, Shannon M. Cruz, Ryan Olson

Institutions: Pennsylvania State University, Oregon Health & Science University, University of Utah

Language: English

Topic: Complex Network Analysis Techniques

Subfield: Statistical and Nonlinear Physics

Field: Physics and Astronomy

Domain: Physical Sciences

Open Access status: hybrid

Estimated APC paid: $3,900

Funders: College of Agricultural Sciences, Pennsylvania State University, Oregon Institute of Occupational Health Sciences, Oregon Health and Science University, National Institute for Occupational Safety and Health