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A Guideline to Design and Conduct Opinion Leaders Based Diffusion Strategy for Communicative Health Interventions: Methods of Identifying Opinion Leaders and Communication Networks
Unformatted Document Text:  A Guideline to Design and Conduct Opinion Leader-Based Diffusion Strategy for  Communicative Health Interventions: Methods of Identifying Opinion Leaders and  Communication Networks  Abstract Opinion leader based diffusion strategies have been used in a diversity of health  interventions. In designing and conducting a health intervention using an opinion leader  based diffusion strategy, identifying opinion leaders and communication networks is  critical in order to determine whether or not the intervention succeeds. However, there  have been few studies that provided a synthetic guideline for researchers to use in order to  identify opinion leaders. Based on this necessity, the purpose of this study was to provide  a synthesis of the ways to identify opinion leaders and communication networks by using  methods of social network analysis. In particular, this study scrutinized communication  network data collection methods through a literature review of opinion leadership studies  and categorized them with five network data collection methods–sociometric, informants’  rating, snowball, observation, and self-designating methods. Finally, this study provides  recommendations for health communication researchers and practitioners to choose a  desirable opinion leader identification method for their health interventions in  consideration of characteristics of social network data collection methods and given  research conditions.   1

Authors: Kim, Do Kyun.
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A Guideline to Design and Conduct Opinion Leader-Based Diffusion Strategy for 
Communicative Health Interventions: Methods of Identifying Opinion Leaders and 
Communication Networks 
Abstract
Opinion leader based diffusion strategies have been used in a diversity of health 
interventions. In designing and conducting a health intervention using an opinion leader 
based diffusion strategy, identifying opinion leaders and communication networks is 
critical in order to determine whether or not the intervention succeeds. However, there 
have been few studies that provided a synthetic guideline for researchers to use in order to 
identify opinion leaders. Based on this necessity, the purpose of this study was to provide 
a synthesis of the ways to identify opinion leaders and communication networks by using 
methods of social network analysis. In particular, this study scrutinized communication 
network data collection methods through a literature review of opinion leadership studies 
and categorized them with five network data collection methods–sociometric, informants’ 
rating, snowball, observation, and self-designating methods. Finally, this study provides 
recommendations for health communication researchers and practitioners to choose a 
desirable opinion leader identification method for their health interventions in 
consideration of characteristics of social network data collection methods and given 
research conditions.  
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