Mass Media in Zambia Demand-Side Measures ... - AudienceScapes

Opinion leaders also appear to be more intensive users of all mass media (Figure 1.12).__________________________________________________________________________Figure 1.12__________________________________________________________________________Interestingly, friends and family emerge as important sources of information for opinionleaders, suggesting that they are as keen to gain and share knowledge via word‐of‐mouthsources as via media sources (Figure 1.13).___________________________________________________________________________Figure 1.13___________________________________________________________________________