La investigación sobre el liderazgo de opinión ha sido tradicionalmente tratada por
la comunicación política, desde que Paul Lazarsfeld inaugurara el estudio sobre los influyentes.
No obstante, Lazarsfeld también investigó la influencia en el área de la moda. La capacidad de
prescripción de estos influyentes es una cuestión muy relevante para las marcas de moda y centra
el interés de este estudio. Se trata además del primer estudio realizado sobre influencia en moda
teniendo en cuenta los avances que permite en este ámbito la aparición de InteSince Paul Lazarsfeld’s first study on the influentials, carried out in the forties,
research on opinion leaders have been developed mainly in the political field. Nevertheless, in his
studies, Lazarsfeld focused his attention on other areas such as fashion.
Lazarsfeld identified influentials as those people with a “leadership almost invisible and certainly
unconscious, face to face; close, informal and daily”, being able to influence in their relatives’ voting
and purchasing decisions. These opinion leaders’ or influentials prescribing ability was and is today
very powerful and of great interest for its study.
Clearly, the influence of the Internet in society has changed the way we communicate, interact and
consume
.
In the fashion area, a research study about the influentials after the advent of the Internet
has not been done yet. As a consequence, the main goal of this research is to fulfill this deficiency
by providing data of the influentials in fashion, in the Spanish