Opinion Leadership

Team - 1

Opinion Leadership
Opinion leadership is the process in which one person (the opinion leader) informally influences the action or attribute of other person (opinion seekers or opinion recipients)
Opinion leaders people who in a given situation are able exert personal influence

Opinion seekers individuals who actively seek information and advise about the products

Opinion Leadership
Opinion leadership can be formally called as word-of-mouth communication

Opinion leaders are present in each status and in each group but functions effectively at higher income and status level
Dynamics of Opinion Leadership
Credibility Positive and Negative product information Information and advice Category specific

Characteristics of Opinion Leaders

Enduring Involvement Interpersonal communications and observations Act differently to attract the attention of the peers
Opinion leaders may be
Experts Spokesperson Family members Friends and Relatives

who are in the same social-class

MOTIVATIONS OF
OPINION LEADERS
Self-improvement motivations
Reduce post purchase uncertainty or dissonance Gain attention or status Assert superiority & expertise Feel like an adventurer Experience the power converting others

OPINION RECEIVERS
Self-improvement motivations
Reduce the risk of making a purchase commitment Reduce search time

Product-involvement motivations
Learn how to use or consume a product Learn what products are new in the marketplace

Product-involvement motivations
Express satisfaction & dissatisfaction with a product or service

Social-involvement motivations:
Express friendship by discussing products or services that may be useful to other

Social-involvement motivations
Buy products that have the approval of others, thereby ensuring acceptance

Message-involvement motivations
Express ones reaction to a stimulating advertisement by telling others about it

Situations People seeks an Opinion Leader

Knowledge about product / service
High High
Moderate

Product / purchase involvement

Low
High

Low

Low

Moderate

Diffusion process and Opinion leadership

Venturesome Respectable Deliberate

Sceptical

Traditional

Factors affecting are...

- Relative advantage - Complexity - Observability - Compatibility - Triability

Adoption Process
Awareness Knowledge Evaluation Trial Adoption

References
Consumer Behaviour Text and cases S.H.H. Kazmi and Jamal Akhtar, 2nd edition http://www.assignmentpoint.com/business/marketingbusiness/term-paper-of-consumer-behavior-on-opinionleadership.html

Thank you