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2017 | 76 | 35-41
Article title

The importance of opinion leaders in agricultural extension

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EN
Abstracts
EN
We can observed that opinion leaders tend to have access to mass media information and external contacts that provide them new ideas from outside. Additionally, the opinion leaders have greater contact with change agents, social participation, higher social status, and more innovativeness. Opinion leaders are used as role models in the adoption of innovations. This can be effective at the social and economic levels of the diffusion process. From the economic perspective of projects’ implementation when diffusing an innovation, opinion leaders multiply the efforts of the change agent, by carrying the message to more possible adopters. This translates into effectiveness by achieving more diffusion in less time. At the social level, once opinion leaders have adopted an innovation, that innovation acquires local sponsorship and credibility. Where, Opinion leaders are heterophilous individuals who observe and evaluate innovations proven by innovators. They are considered early adopters of culturally acceptable innovations and generally are opponents of culturally unacceptable ones. Once opinion leaders approve and adopt and innovation, it influences others in the group who also adopt the innovation to maintain a social and economic status among the social system. Leaders are important determinants of rapid and sustained change, as diffusion happens faster when it is initiated by them. They are considered the bridge between farmers and sources of innovations.
Year
Volume
76
Pages
35-41
Physical description
References
  • [1] K. Ramakrishna, D.. M. Chandargi, Karnataka Journal of Agricultural Sciences 18(4) (2005) 1136-1137
  • [2] P. Mondal. Rural Leadership: Meaning and Characteristics of Rural Leadership (2016).
  • [3] W. James. Research on Social Work Practice 19(5) (2009) 503-518
  • [4] Food and agriculture organization of the united nation. 2017. Guide to extension training.
  • [5] R. Bhagat. RURAL LEADERSHIP. Principal Scientist Department of Agricultural Extension Indian Agricultural Research Institute New Delhi – 110012, (2008) 2-4.
  • [6] A. Loudon, DD. Britta. (1993). Consumer Behavior : Concepts and Applications, McGraw Hill.
  • [7] E. M. Rogers (1995). Diffusion of Innovation. 4th ed. Free Press, New York. ISBN 978-0029266717.
  • [8] T. W. Valente (1995). Network models of the diffusion of innovations. Cresskill: Hampton Press.
  • [9] L. R. Flynn, R E. Goldsmith, J. K. Eastman. Journal of Business Research 31 (1994) 55-64
  • [10] G. Weimann. Public Opinion Quarterly 55 (1991) 267-279
Document Type
article
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YADDA identifier
bwmeta1.element.psjd-ccf8dce9-6db3-4c85-82fb-06923efc46ad
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