The Impact of Opinion Leaders on Public Perception in Corporate Communication: A Study of Shongom Local Government Area, Gombe State
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- NGN 5000
Background of the Study
Opinion leaders hold significant sway in shaping public perceptions, particularly in corporate communication, where trust and influence are critical. These individuals, often regarded as community leaders, industry experts, or social media influencers, act as intermediaries, amplifying corporate messages and shaping audience perspectives. In Shongom Local Government Area (LGA) of Gombe State, opinion leaders play a pivotal role in influencing community attitudes and behaviors due to their social standing and credibility. Studies (Adamu & Musa, 2023; Yakubu et al., 2024) highlight that opinion leaders can either enhance or undermine corporate messages depending on their alignment with organizational goals. However, the extent of their impact on public perception within Shongom remains underexplored. This study examines the role of opinion leaders in shaping public perceptions of corporate communication efforts in Shongom, providing insights into their influence and potential for driving engagement.
1.2 Statement of the Problem
Despite the recognized influence of opinion leaders, many organizations fail to strategically engage them in their corporate communication efforts. In Shongom LGA, limited empirical evidence exists on how these influencers shape public perceptions and drive audience engagement. Adamu and Musa (2023) argue that neglecting opinion leaders can result in communication gaps and reduced message effectiveness. Additionally, organizations in Shongom often lack structured frameworks for identifying and collaborating with opinion leaders, limiting their ability to leverage these influencers effectively. This study addresses these gaps by exploring the impact of opinion leaders on public perception in Shongom.
1.3 Objectives of the Study
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To examine the role of opinion leaders in shaping public perception of corporate communication in Shongom LGA.
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To analyze the challenges organizations face in engaging opinion leaders for effective communication in Shongom LGA.
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To evaluate the effectiveness of strategies for leveraging opinion leaders in corporate communication in Shongom LGA.
1.4 Research Questions
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How do opinion leaders influence public perception of corporate communication in Shongom LGA?
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What challenges do organizations face in engaging opinion leaders for communication efforts in Shongom LGA?
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What strategies are effective for leveraging opinion leaders in corporate communication in Shongom LGA?
1.5 Research Hypotheses
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Opinion leaders significantly influence public perception of corporate communication in Shongom LGA.
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Organizations in Shongom LGA face significant challenges in engaging opinion leaders effectively.
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Leveraging opinion leaders enhances the effectiveness of corporate communication in Shongom LGA.
1.6 Significance of the Study
This study underscores the critical role of opinion leaders in shaping public perception, particularly in Shongom LGA. By exploring their influence, the research provides actionable insights for organizations seeking to enhance their communication strategies. The findings benefit corporate communication professionals, policymakers, and community leaders by offering frameworks for engaging opinion leaders effectively. Additionally, the study contributes to the broader discourse on influencer engagement in rural and semi-urban contexts, emphasizing the importance of trust and credibility in communication practices.
1.7 Scope and Limitations of the Study
This study is confined to Shongom LGA in Gombe State, focusing on the role of opinion leaders in corporate communication. It excludes other forms of influencer engagement and LGAs outside Shongom.
1.8 Operational Definition of Terms
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Opinion Leaders: Individuals with influence over public opinion, often recognized for their expertise, credibility, or social standing.
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Public Perception: The collective opinion or attitude of a community toward an organization or its communication efforts.
Corporate Communication: The strategic dissemination of information to align organizational goals with public expectations
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