The Power of Opinion Leaders: A Study on First Time Voters of the University of Colombo

Abstract

A Qualitative Research done on first time voter attitude formation in Sri Lanka finds that influence occurs through the need to identify with expert opinion leaders, who are perceived to have credibility (expertness and trustworthiness). These influencers were more politically and socially engaged than others, had better political knowledge, and were disciplined in word, and thought, which agrees with extant research findings.