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Opinion Leadership in Marketing

Opinion leadership is the process by which influential people called opinion leaders informally influence the actions and attitudes of others. Opinion leaders have exposure to products and provide unbiased information and advice to others. They are credible sources who are experienced and gregarious. Marketers use opinion leaders to spread information through mass media by first targeting opinion leaders, who then influence potential consumers. Opinion leaders act as gatekeepers between mass media and general consumers. Advertisements are sometimes designed to stimulate discussion of products among opinion leaders and consumers to reduce the need to directly seek advice from others.

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Anand Singh
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800 views7 pages

Opinion Leadership in Marketing

Opinion leadership is the process by which influential people called opinion leaders informally influence the actions and attitudes of others. Opinion leaders have exposure to products and provide unbiased information and advice to others. They are credible sources who are experienced and gregarious. Marketers use opinion leaders to spread information through mass media by first targeting opinion leaders, who then influence potential consumers. Opinion leaders act as gatekeepers between mass media and general consumers. Advertisements are sometimes designed to stimulate discussion of products among opinion leaders and consumers to reduce the need to directly seek advice from others.

Uploaded by

Anand Singh
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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OPINION LEADERSHIP

PRESENTED BYSHIRIN PARVEEN MBA III B

DEFINITION
Opinion leadership is the process by which one person (opinion leader) informally influences the actions or attitudes of others, who may be opinion seekers or merely opinion recipients.

OPINION LEADERS
Opinion leader is a person who has exposure

to the product and voices his opinion about the same. This opinion is taken as a feedback by the individual consumer and may influence his purchase decision also. The characteristics of opinion leaders are : They are highly credible sources of product related

information.
They are gregarious and people with experience.

CONTD..
They usually provides unbiased information.

Opinion leaders are both sources of information

and advice.
They have got greater exposure to the media,

especially in their area of leadership.


They tend to be consumer innovators.

OPINION LEADRESHIP AND FIRMS PROMOTIONAL STARTEGY


Marketers pass information through the mass and

print media to opinion leaders and from there it flows to the perspective consumers. It is two step flow of communication process.

The influence of mass media on general

consumer is not direct, powerful and automatic as supposed. This influence is routed through the opinion leaders. Opinion leaders are referred to as gate-keepers.

OPNION LEADERSHIP THROUGH ADVERSTISEMENTS


Advertising is the creativity that creates a brand

- Alyque Padamsee. Firms are designing advertisements to stimulate discussion of the product by portraying on TV, people involved in informal communication about the same. These advertisements acts as convenient substitutes and actually help to reduce the need for consumers to seek advice from others.

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