Expert power as a constituent of opinion leadership: a conceptual analysis

Abstract

Introduction. Drawing on the typology of social power developed by French and Raven, this paper elaborates the relationships between information behaviour and power by examining how expert power appears in the characterisations of opinion leadership presented in the research literature. Method. Conceptual analysis focusing on the ways in which expert power are constitutive of the construct of opinion leadership. Analysis. The study draws on the conceptual analysis of forty-eight key studies on the above issue. Results. Expert power refers to the opinion leader’s ability to influence the thoughts, attitudes and behaviour of other people through information sharing, due to the possession of such knowledge and skills valued by others. Expert power originates from superior knowledge and skills acquired by means of active use of mass media in particular. Expert power is used in the process in which opinion leaders share their views in diverse contexts such as consumption and political discussion. The extent to which opinion leaders can use their expert power depends on their position in social networks. The findings highlight the need to rethink the traditional construct of opinion leadership because it increasingly occurs in the networked information environments characterised by growing volatility and scepticism towards authorities such as opinion leaders. Conclusion. Opinion leadership is a significant form of social influence put into effect through sharing personal views. Expert power is a key constituent of opinion leadership affecting the extent to which views shared by opinion leaders can influence the thoughts, attitudes and behaviour of opinion seekers.