TITLE

Opinion Leadership in Indian Villages and Diffusion of E-Choupal

AUTHOR(S)
Do Kyun Kim; Chitnis, Ketan; Vasanti, P. N.; Singhal, Arvind
PUB. DATE
November 2007
SOURCE
Conference Papers -- National Communication Association;2007, p1
SOURCE TYPE
Conference Paper
DOC. TYPE
Article
ABSTRACT
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 ..PAT.-Unpublished Manuscript
ACCESSION #
35506545

 

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