Dyadic perceptions in personal source information search

Abstract The vast majority of personal source information search research has ignored the dyadic relationship of information seeker and source, concentrating on one or the other. In this study, a method is used that retains the dyadic nature of personal information search, incorporating perceptions of opinion leadership, expertise, and influence from both members of the dyad. The results cast doubt on traditional measures of opinion leadership and some of the other implicit assumptions underlying personal source information search theory.

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