Observer Effect
A tendency for the presence of an observer to alter or change that which is being observed.
Opinion Leader
A person whose opinion and/or personality exerts a significant influence over other members of a group.
Owned Media
Owned media refers to a brand-owned channel. This can refer to a brand's web site or social media account. This method of customer engagement is becoming more popular because of its inexpensive nature and the possibilities it offers for building long-term relationships with customers.