Role Of Opinion Leaders Research Articles

A study of collaborative governance of online users tourism information (Revision 2)

ABSTRACT With the rapid development of the Internet, the spread of tourism information is more rapid, and tourism information governance is increasingly important. This research adopts a system dynamics approach to construct a system dynamics model of collaborative tourism information governance from government, netizens, tourism enterprises, and the information itself, using the Huangshan information as a case study. The results show that the impact of ‘information popularity’ is the largest, ‘government credibility’ in the second place; ‘emergency management capability of tourism enterprises’, ‘the intensity of information disposal efforts’ and ‘role of opinion leaders’ have the weak influence to the tourism information governance. It is proposed to improve the public’s judgment, strengthen its judgment, improve the efficiency of the use of official media, promote the openness of information, and encourage the government to take the initiative and increase the level of interaction, strengthen the emergency management training of tourism enterprises, improve the ability to respond to the leading role of opinion leaders, correct guidance and other strategies.

Identifying Domain-specific Opinion Leaders in Twitter (X): An Optimized Approach

The role of opinion leaders on Twitter to analyze and understand the diffusion of information cannot be overlooked. The coming of the information age and the advent of social networking platforms have not eliminated opinion leadership but rather led to the emergence of its new forms. In this line, this paper deals with organically identifying opinion leaders on Twitter, based on the list feature. The method relies on the meta-data of Twitter lists, containing semantic cues to infer the topical expertise of its members. Based on the studies that have already shown the effectiveness of this method, this paper further illustrates in detail how the method can be employed flexibly to identify highly influential Twitter users in any specific domain. In this regard, the method can be adapted to different research questions, allowing researchers to apply it to suit their specific objectives and data. This paper also presents a novel approach as to how influential Twitter users identified through Twitter lists can be ranked. The ranking index proposed is attentive to both vertical (public perception and engagement) and horizontal (peer perception) dimensions of information diffusion.

Opinion Leaders and Product Boycott Intentions: Factors Influencing Consumer Behavior in Support of Israel Boycott

This study aims to identify the factors driving consumers to boycott companies that support the occupation of Israel, with an emphasis on the role of religiosity and religious values as the main motivating factors. This is motivated by contradictory results from previous research, especially related to the influence of religiosity and opinion leaders in boycotting companies that support Israel. The variables under investigation include opinion leaders, religiosity, consumer animosity, consumer ethnocentrism, and perceived efficacy, measured using a 5-point Likert scale. The research method is quantitative, employing SEM-PLS for model evaluation. A total of 156 respondents were selected through the purposive sampling technique. The research findings conclude that, among the five independent variables, religiosity, consumer animosity, and opinion leaders do not have a direct influence on the intention to boycott. However, opinion leaders indirectly influence the boycott intention through consumer ethnocentrism. Meanwhile, consumer ethnocentrism and perceived efficacy positively influence the intention to boycott. This research contributes to the literature on the role of opinion leaders in shaping consumer behavior and provides an actual understanding of the boycott phenomenon. In practical terms, this research makes an implication contribution to supporting local products by utilizing opinion leaders as promoters

Social media opinion leaders and information diffusion of crowdfunding projects: Evidence from China

Opinion leaders play essential roles in online social media and are the key to analyzing the process of information diffusion. While the crowdfunding market has exhibited rapid growth, empirical studies about social media opinion leaders in the crowdfunding context remain nascent. Specifically, efforts to identify opinion leaders in social media and to understand the mechanisms by which such opinion leaders influence others in the crowdfunding context are limited. Based on the information diffusion theory, this study aims to address these research gaps by applying a multiple-case research design combined with dynamic network analysis (DNA). By analyzing user-generated content related to selected case projects from Weibo, the most popular micro-blogging site in China, the study identifies five types of social media opinion leaders. In addition, it investigates the various roles of opinion leaders in the information diffusion process on social media. Theoretically, this study broadens the boundaries of the “two-step flow” model and the diffusion of innovations theory by applying them to the crowdfunding context. The findings of this study provide valuable insights on crowdfunding project promotion for both crowdfunding platform operators and project initiators.

Analysis of Feed and Medicine Communication Network in Karapan Cattle Conservation Community in Sampang

An accurate analysis of the communication network will facilitate the process of disseminating information about feed and medicines. This study aims to analyze the roles, identify clicks, and analyze the structure of the communication network for feed and medicines formed among conservationists of karapan cattle in Sampang Regency. This study uses a quantitative method with descriptive analysis. The sampling method uses the snowball sampling method. The respondents of this study were 26 conservationists of Karapan cattle in Sampang Regency. The data analysis method used in this research is sociometric analysis. The results of the study show that: (1) the feed and medicine communication network in Sampang Regency has the roles of opinion leaders, bridges, and neglectees; (2) the clicks generated in the feed communication network are 20 clicks, while the clicks contained in the drug communication network are 4 clicks; (3) the pattern of the feed communication network is all channels and wheels while the pattern of the drug communication network is wheels. The density value in the feed communication network is 0.128 which is higher than the drug communication network which is 0.057. The diameter formed in the feed communication network is 6 while in the drug communication network it is 5, which means that the farthest distance a conservationist can contact other conservationists in the feed communication network is 6 steps while in the drug communication network it is 5 steps. The degree of connectedness in the feed communication network was 89.4%, lower than the drug communication network of 24.9%, indicating that the dissemination of feed information was better than the dissemination of information about medicines.

The Role of Opinion Leaders in Resolving Conflicts and Disputes in Muş Province Tribal Organizations

Bu çalışmanın amacı, Muş ilinde görülen ve özellikle aşiretler arasında yaşanan birtakım anlaşmazlıkların çözümünde rol oynayan kanaat önderlerinin hangi konularda ve ne düzeyde etkili olduklarını tespit etmektir. Bu bağlamda kanaat önderlerinin çözüm ürettikleri konulara nasıl müdahale ettikleri ve uyguladıkları yöntemlerde hangi ölçütleri referans aldıkları anlaşılmaya çalışılmıştır. Nitel araştırma yaklaşımıyla yürütülen bu çalışmada Muş’ta yaşayan ve kartopu örnekleme yoluyla ulaşılan 10 kanaat önderiyle yüz yüze görüşmeler gerçekleştirilmiştir. Araştırma verilerinin toplanmasında, açık uçlu bir görüşme formu uygulanmış ve verilerin analizinde betimsel analiz yöntemi kullanılmıştır. Araştırma bulgularında; aşiretlerin özellikleri, aşiretlerde görülen anlaşmazlık ve çatışmaların ortaya çıkış nedenleri, kimlere kanaat önderi dendiği, kanaat önderlerinin ne gibi roller üstlendikleri ve çözüm üretirken uyguladıkları yöntemlere yer verilmiştir. Araştırma sonucunda Muş’ta aşiret sistemine bağlı geleneksel toplum yapısının hâkimiyetini devam ettirdiği ve bu nedenle kanaat önderlerinin toplumsal yaşamda etkili bir aktör olduğu anlaşılmıştır. Muş’ta yaşanan anlaşmazlık ve çatışmaların çözümünde dini inancın ve kültürel değerlerin karar alma süreçlerinde etkili olduğu sonucuna ulaşılmıştır. Kanaat önderlerinin çözüm üretirken söz konusu değer ölçütlerini referans alarak geliştirdikleri tepkilerin toplumsal yaşamda olumlu bir karşılığı olduğu anlaşılmıştır.

Online Counseling Services: The Role of Opinion Leaders in Purchase Intentions

The declining mental health condition due to the Covid-19 pandemic raises the need for counseling. The pandemic situation and the era of digitalization have encouraged the re-emergence of online counseling services know as e-counseling. The limitations of the online counseling process do not reduce consumers' intention to use this service. Intention to use e-counseling services can be determined by positive thoughts and perceptions of the information provided by individuals or organizations who have credibility and can be trusted (opinion leaders) regarding the quality of services offered. This study aims to analyze the relationship between the perception of opinion leaders and purchase intentions on e-counseling services. This research is a quantitative research with purposive sampling technique. Data from 101 research subjects were processed using Kendall's Tau B non-parametric statistics. A significant value of 0.000 (p <0.05) indicates there is a positive relationship between perceptions of opinion leaders and purchase intention with an effective contribution of 33.5%.Kondisi kesehatan mental yang menurun akibat pandemi Covid-19 memunculkan kebutuhan melakukan konseling. Situasi pandemi dan era digitalisasi mendorong munculnya kembali jasa konseling secara online yang dikenal dengan e-counseling. Keterbatasan proses konseling yang dilakukan secara online tidak menurunkan niat konsumen untuk menggunakan jasa ini (purchase intention). Niat menggunakan jasa konseling online dapat ditentukan oleh pemikiran dan persepsi yang positif atas informasi yang diberikan oleh individu atau organisasi yang memiliki kredibilitas dan dapat dipercaya (opinion leader) mengenai kualitas jasa yang ditawarkan. Penelitian ini bertujuan menganalisa hubungan persepsi terhadap opinion leader dan purchase intention pada jasa konseling online. Penelitian ini merupakan penelitian kuantitatif dengan teknik pengambilan sampel purposive sampling. Data dari 101 subyek penelitian diolah menggunakan statistik non-parametrik Kendall’s Tau B. Nilai signifikan sebesar 0,000 (p <0,05) menunjukkan ada hubungan positif antara persepsi terhadap opinion leader dan purchase intention dengan sumbangan efektif sebesar 33,5%.

“Horizontal” Two-Step Flow: The Role of Opinion Leaders in Directing Attention to Social Movements in Decentralized Information Environments

ABSTRACT The increasing ubiquity of online social networking sites has brought with it questions as to whether old models of communication flows—specifically, the two-step flow model—have potential explanatory power in an era when individuals can follow politicians, celebrities, and other opinion leaders. We expand research using two-step flow to explain attention in the new media ecology by accounting for what we term horizontal two-step flow, wherein non-media actors leverage the influence of online opinion leaders, who may include traditional news media actors, to attract attention to their messages. Using the political fight over repeal of the Eighth Amendment of the Irish Constitution, we examine engagement with communication messages from pro- and anti-repeal organizations in the country, demonstrating that the horizontal two-step flow model of communication explains attention to social movement organizations. In particular, we find that opinion leaders—those with high social influence on Twitter, either via verified status or high degree centrality—increase the diffusion of social movement messages beyond movements’ social media follower bases.

Does product certification matter? A review of mechanism to influence customer loyalty in the poultry feed industry

Abstract Feed certification is released by authorized third parties as external cues indicating that products have met standard quality. However, farmers do not always take certification as the main consideration in product selection because of insufficient knowledge or they are skeptical about certification. This research aims to analyze the effect of feed certification, company image, opinion leader, perceived product quality, customer trust, and satisfaction to layer farmers’ customer loyalty. Respondents were selected by using purposive sampling with the criteria that respondents were layer farmers with experience for at least 1 year and customers of concentrate or ready-made feed. Data were collected by using questionnaire and analyzed with the partial least square. Results show that feed certification influenced perceived product quality with β = 0.127 and p ≤ 0.1; then, company image and opinion leader influenced perceived product quality with, β = 0.690 and β = 0.157 at p ≤ 0.05. Perceived product quality affected customer trust (β = 0.699, p ≤ 0.01) and customer satisfaction (β = 0.689, p ≤ 0.05). Then, customer trust and customer satisfaction positively influenced customer loyalty with β = 0.507, and β = 0.414 at p ≤ 0.01. Research findings indicated that feed certification was considered by layer farmers in feed purchasing behavior. However, company image was played as the most important factor among opinion leader and feed certification. These results implied that besides maintaining company image and the role of opinion leaders, feed mills and authorized institutions still urge to promote the importance of certification as product quality indicator.

The Role of Opinion Leaders in the Acculturation of the Togutil Tribe in East Halmahera Regency, North Maluku Province

One of the 21 tribal groups in North Maluku, the Togutil Tribe still closely upholds its traditional beliefs and practices. They also form their own community and restrict interaction and communication with other ethnic groups, such as the Maba tribe. This study aimed to determine how opinion leaders' role in the acculturation between the Togutil tribe and the Maba tribe caused acculturation in East Halmahera Regency. The research approach used is qualitative research, which seeks to understand, explain and analyze the acculturation process between the Togutil tribe and other ethnic communities in the "Gam Rangge" customary area of East Halmahera Regency. The results showed that the communication process between the Togutil tribe and religious leaders, traditional leaders, community leaders and the government had been going on for a long time since 1984 and had a direct impact on cultural acculturation. The existence of religious leaders and community leaders has an essential role in providing awareness to the Tugutil people in the forest interior of East Halmahera Regency to acculturate with the local community.

Femitags for feminist connected crowds in Latin America and Spain

In recent years, women are acting all over the world against gender violence and femicide. This new wave of feminist claims is characterized by the intensive use of social media to spread consciousness and amplify influence. For this research, we analyse three femitags (i.e., feminist hashtags) from Twitter that have been relevant in different crucial mobilizations in Argentina, Spain, and Mexico. These are three hashtags with different functions for activism that have shown special relevance due to their continuity or their intensity in the Spanish-speaking area between 2015 and 2020 (before the confinement due to the COVID-19 pandemic). #NiUnaMenos (#NotASingleWomanLess) started in Argentina in 2015 and called to massive mobilizations on the streets. #Cuéntalo (#TellIt) was initiated in Spain in 2018 for sexual abuse disclosure. #NiUnaMas (#NotASingleWomanMore) trended in México around 2020 to denounce every new victim of rape or femicide. We analyse how those hashtags have spread in the Spanish-speaking region, what kind of social actors have been involved and what has been the role of opinion leaders. All data were collected with academic access to the Twitter API during December 2021. We have found that the most influential actors in the conversation are contingent and circumstantial, the leadership structure tends towards horizontality, and opinion leaders with large numbers of followers are only important in very specific moments. In all cases, femitags serve as a toolbox for action and build up an archive of grievances with a transnational dimension. Furthermore, all of them point out that structural violence against women leads to feminicide.11Feminicidie distinguishes any murder of women and girls (femicide), from hate crimes as the culmination of gender violence, and impunity (Lagarde, 2005).

Role of Opinion Leaders in Technology Transfer among the Farmers in Bangladesh

The agriculture of Bangladesh is progressing by using new technologies for production. This can be obtained by transferring technology to the farmers. Opinion leaders (OLs) are used as role models in the adoption of technology. The purpose of the study was to determine the role of OLs played regarding technology transfer. The study was conducted at Dumuria upazila under Khulna district. The data were collected from October 20, 2021 to January 5, 2022, from randomly selected 70 farmers and purposively selected 25 opinion leaders. A Role Extent Index (REI) was used to make a comparison among the selected 25 roles of OLs and 15 roles of the farmer as recipient of the extension service provided by the OLs. A Problem Severity Index (PSI) was also incorporated to make a comparison among the problems faced by the OLs. Correlation Coefficient (r) was used to ascertain the relationship between the focus issue and personal characteristics of the respondents. The Opinion Leaders majority (60%) of the OLs play important role and the majority (72%) faced moderate problem and majority (80%) of the farmers play an important role as a recipient. Farmers also assumed that majority (87.1%) of OLs play an important role. ‘Remain unbiased to share information’ became the first ranked role of the OLs in technology transfer. Family income, training received and extension media contact had a positive significant relationship with the extent of role played by the opinion leaders in extension services. Opinion leaders are important determinants and their role became the bridge between farmers and technology, thus, necessary steps should be taken to involve, train and supervise the opinion leaders.

Research on the Influencing Factors and Driving Paths of Public Opinions Reversed by Public Emergencies: Clear Set Qualitative Comparative Analysis Based on 30 Cases from 2014 to 2020 (QCA)

Studying the influencing factors and identifying the driving path of public opinion reversal have important practical significance for effectively avoiding the risk of public opinion reversal. Combined with the theory of actor network, the analysis shows that 7 important factors in the public opinion reversal are the antecedent conditions of public opinion reversal in public emergencies. Qualitative comparative analysis identifies the internal motivation and driving path of the reversal of online public opinion. Four core driving paths are obtained. Through the analysis of different condition combination paths, the conclusion is reached: the role of opinion leaders in reversing public opinion in public emergencies is limited; the central government must pay attention to the core role of the response; be wary of graphics and text formal dissemination; it is necessary to strengthen the check and review and standardize the management of the first issuer.

Fake-News Network Model: A Conceptual Framework for Strategic Communication to Deal with Fake News

ABSTRACT This article analyzes the entire life span of a corporate fake-news report as a case study, proposing a conceptual framework for strategic fake-news communication. Using the confirmation-bias theoretical model, this qualitative textual analysis examines the most widely circulated tweets of a fake-news item about Nike, 603 replies to the tweets, users’ biographical profiles (e.g., political affiliations), the role of opinion leader(s), and relevant prior contexts. The findings provide in-depth insight into how people believe fake news and how their conversations about fake news (re)shape the victim brand’s social realities. Overall, the findings of this study illustrate a “Fake-News Network Model” that explains the underlying mechanisms of how a fake-news item functions together with other aspects (e.g., context, perception, opinion leaders, and cognitive processes), prompting certain people to believe particular fake-news reports and, discuss the victim brand (e.g., Nike) based on that perceived truth. The article discusses the implications of this network model for both fake-news researchers and strategic communication professionals.

The model of information dissemination on social networks under epidemic-related panic

Inspired by infectious disease dynamics and modern psychology, this paper aims at constructing a multi-dimensional function to get the model of information dissemination on social networks under epidemic-related panic base on the characteristics of individual differences and global characteristics, like emotional cumulative effect, herd effect, time-sensitive decline effect, cognitive level, intimacy, personal influence, etc. The results show that the psychological effect has a significant effect on the increase of the spread of panic news; When netizens are in an emotional atmosphere, their emotional self-regulation ability is limited; when the infection rate is relatively low, the characteristics of individual differences play a leading role in affecting the spreading process. When the infection rate is high enough, the herd effect and emotional cumulative effect play a major role in promoting information dissemination; In a society with a higher rate of emotional contact, it is easier to form a kind of collective wisdom, which can help the collective quickly identify rumors. Moreover, in this kind of society, the role of opinion leaders is limited, and timely refutation of rumors can significantly reduce the spread of panic news.

KORELASI KOMUNIKASI INTERPERSONA DALAM SOSIALISASI KONSUMSI JAMU SIAP SEDUH PADA EFEKTIVITAS PENANGANAN COVID-19 MASYARAKAT TLOGOSARI WETAN KECAMATAN PEDURUNGAN SEMARANG

Public health is a very important factor and will determine the success of the local government in this case the Tlogosari Wetan village, because the community is the consumer of the service products produced. The measure of the success of service providers as needed and expected in this case is knowledge about Covid-19 and how to prevent and produce products that are expected to anticipate the widespread virus. The restoration of public health in Tlogosari Wetan Village was allegedly due to the use of ready-to-brewed herbs by opinion leaders in the village concerned. Thus, the role of opinion leaders in Tlogosari Wetan Village as a communication bridge is very necessary because the good services achieved will also have an impact on social scientific activities that can be carried out effectively with optimal positive impacts. Based on the results of research on the Correlation of Interpersonal Communication in Socializing the Consumption of ready-to-drink herbs carried out on the Effectiveness of Handling Covid-19, there are several conclusions, namely the results of the study indicate that Communication between Persons in Socializing the Consumption of Ready Seduh Jamu is in the high category. This is evidenced by the categorization of the research results by 62%. Meanwhile, the effectiveness of preventing and handling COVID-19 in the community in the Tlogosari Wetan sub-district also tends to be high, at 65%. This mostly begins with public anxiety about the number of victims due to Covid, so they have great respect for the socialization activities for consuming ready-to-drink herbs carried out by local opinion leaders. The final result of the cross tabulation is that there is a positive relationship between Interpersonal Communication in Socializing the Consumption of ready-to-drink herbs carried out on the Effectiveness of Handling Covid-19 in the community of Tlogosari Wetan Village. This is evidenced from the cross tabulation table which states that the categorization of the X variable is high, the Y variable is also high at 68%.

The Communication Characteristics and Intervention of Terrorism-related Public Opinion An Analysis of Manchester Bombing Terrorist Attack

[Purpose / Significance] The crisis of misinformation will increase in 5G.The spread of terrorism-related information in sudden violent and terrorist incidents in social networks has a great impact on national security and counter-terrorism work. The communication characteristics and impact of terrorism-related information is the guarantee of counter-terrorism work. The construction of counter-terrorism intelligence intervention strategy is in line with the scope of national security, which also is the embodiment of the national security governance system and counter-terrorism capabilities. [Methods/Procedures] Based on the social network analysis method and analyzing the communication characteristic of terrorism-related information and the factors of intervention, this paper proposed an intervention mechanism for terror-related information based on online social network. The proposed mechanism consists of three aspects: communication topic, communication structure and opinion leaders. [Results/Conclusion] The study finds out that we should strengthen the role of opinion leaders in information diffusion of news and government media, in terrorist incident, the network structure is loose and free on the whole, the spread of information influences the network structure and interaction. Government should supervise a real-time control on information emotional trend and hot topic according to different types of network structure characteristics, guiding the positive information and cooling down the harmful ones.

ROLE OF OPINION LEADERS AND ATTITUDE ON SOLID WASTE SEGREGATION

This study was designed and conducted to determine the role of opinion leaders on the level of awareness and attitude towards solid waste segregation among households. It was conducted at two selected barangays of San Leonardo, Nueva Ecija, Philippines namely Barangay Burgos, and Barangay Adorable. The study utilized the descriptive method of research adopting a questionnaire as the major instrument in gathering data. The sampling method used in this study is Simple Random Sampling. The researcher used the descriptive analysis and central tendencies (frequencies, percentages, means, or ranks) to represent, summarize, and discuss the gathered data. A total of 280 respondents in two selected barangays of San Leonardo, Nueva Ecija namely Barangay Burgos and Barangay Adorable. Almost the majority of the respondents were from the age group of 20 to 36 years old and almost all of them were married. The respondents' level of awareness on solid waste segregation is fully aware. However, the role of opinion leaders does not have a significant correlation to the respondents’ level of awareness on solid waste segregation. Opinion leaders are not influential when it comes to increasing the awareness of the people on solid waste segregation. This is because most household members got their information on waste segregation from their relatives, friends, itinerant buyers, newspapers, magazines and in school. The role of opinion leaders does significantly relate to the attitude of the respondents on solid waste segregation. The reason behind this is that people see opinion leaders as credible sources that can be trusted to the point that they represent the norms of a particular group. Therefore, opinion leaders are more influential in changing people's attitudes on solid waste segregation.

An Analysis of the Emotional Evolution of Large-Scale Internet Public Opinion Events Based on the BERT-LDA Hybrid Model

The purpose of this article is to analyse the emotional evolution of the netizens in reaction to the events of the Anti-ELAB (Anti-Extradition Law Amendment Bill) movement in Hong Kong. We attempt to investigate evolving laws of large-scale Internet public opinion events and provide relevant agencies with a theoretical basis for a public opinion response mechanism. On the basis of improving the Bidirectional Encoder Representations from Transformers (BERT) pre-training task, we add in-depth pre-training tasks, and based on the optimisation results of the LDA topic embedding, we integrate deeply with the LDA model to dynamically present the fine-grained public sentiment of the event. Through the collection of large-scale text data related to the Anti-ELAB Movement from a well-known forum in Hong Kong, a BERT-LDA hybrid model for large-scale network public opinion analysis is constructed in a complex context. Through empirical analysis, we calculate and reveal the emotional change process of netizens and opinion leaders in the three transition stages of the Anti-ELAB Movement with the evolution of the topic word as the core by visualisation. We also analyse the emotional distribution and evolution trend of public opinion under the `text topic', and deeply analyse the character and role of opinion leaders in Anti-ELAB public opinion events. The improved BERT-LDA model or sentiment classification AUC value exceeds 99.6% in the sentiment classification task for the Anti-ELAB Movement.

Accelerating Diffusion Innovation Using Celebrities as Opinion Leaders for Millennials: HPV Vaccines in Indonesia

Indonesia has become the country with the second-highest number of cervical cancer patients. It is the only type of cancer that could be prevented, but the public's understanding is still very low. The urgency of this issue especially applied for the millennial generation. This study discusses the campaigns in the health sector conducted by Indonesia Cervical Cancer Prevention Coalition as an effort to introduce HPV vaccination as primary prevention of cervical cancer, where one of the main strategies used is by maximizing the role of celebrities as opinion leaders. This paper discusses how cervical cancer preventive measures are often seen as sensitive, frightening, and embarrassing by the millennial generation in Indonesia. Aims to obtain information about the use of celebrity opinion leaders as one of the KICKS communication strategies, obstacles faced and how to deal with them. The authors use a qualitative approach, with primary data obtained through interviews with seven informants. By using diffusion of innovation theory approach from Everett M. Rogers, which focuses on the role of opinion leaders, the results of this study show that what is done and said by opinion leaders regarding an innovation can be an important consideration for millennials. Where similarities that celebrities had as a part of the social system help making the message more relevant, memorable, reliable and trustworthy. However, it could not be denied that the use of celebrities as opinion leaders has its advantages and disadvantages, and besides that interpersonal communication is still needed. Keywords: Health communication, HPV vaccines, opinion leader, multi-step flow theory, diffusion of innovation.