Opinion Leadership in Indian Villages and Diffusion of E-Choupal

Do Kyun Kim; Chitnis, Ketan; Vasanti, P. N.; Singhal, Arvind
November 2007
Conference Papers -- National Communication Association;2007, p1
Conference Paper
This paper analyzes the role of opinion leadership among the Indian farmers' communication networks and the use of the opinion leaders to diffuse an innovative information source, e-Choupal. Based on the results of social network analysis, three Sanchalaks were identified as opinion leaders for the purposive diffusion of e-Choupal. This study discusses some important social network attributes among Indian farmers, grounded in the diffusion of innovation theory. ..PAT.-Unpublished Manuscript


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