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Opinion Leadership

Opinion Leadership

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Published by honeygoel13

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Published by: honeygoel13 on Oct 20, 2010
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01/11/2013

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OPINION LEADERSHIPOpinion leadership (word of mouth communication) is the process which one person ( theopinion leader) informally influence the action or attribute of others, who may be opinionseekers or opinion recipients. The key characteristic of the influence is that it is interpersonal andinformal and takes place between two or more people none of whom represents a commercialselling source that would gain directly from the sale of something word of mouth implies personal or face to face communication although it may also take place in a telephoneconversation or within the context of e mail or a chat group on the internet.One of the parties in a word of mouth encounter usually offers advice or information about a product or service, such as which of several brands is best or how a particular product may beused.Market researcher identify opinion leaders by such methods as self designation key informants¶the sociometric method, and the objective method. Studies of opinion leadership indicate thatthis phenomenon tends to be product category in which they are highly interested. An opinionleader for one product category may be an opinion receiver for another.The opinion leadership process usually takes place among friends¶ neighbors and work associates who have frequent physical proximity and thus have ample opportunity to holdinformal product related conversations. These conversations usually occur naturally in thecontext of the product-category usage.
DYNAMIC OF THE OPINION LEADERSHIP PROCESS
y
 
C
REDIBILITY
y
 
POSITIVE AND NEGATIVE PRODU
C
T INFORMATION
y
 
INFORMATION AND ADVI
C
E
y
 
OPINION LEADERSHIP IS
C
ATEGORY SPE
C
IFI
C
 
y
 
OPINION LEADERSHIP IS A TWO-WAY STREET
 
THE NEED OF THE OPINION LEADERSHIP
Are you willing to purchase bike in near future?Yes No
 
If no go to the last question2. Mention your preferred brand?3.
C
an anyone change your decision of purchase bike?Yes No4. Specify the person that makes a change in your decisions.5. Tike the charactustic of a person (opinion leader) which influences your decision.
y
 
Experience
y
 
C
redibility
y
 
Positive and negative product information
y
 
Information and advice
y
 
Opinion leadership is category specific
y
 
Opinion leadership is a two way street
A Two-Step Flow of Influence?
Opinion-Leader Campaigns on Climate Change
1.Matthew C. Nisbet
1
and2.John E. Kotcher 
2
 
+
 Author Affiliations1.
1
 American University, Washington, DC,nisbet@american.edu 2.
2
National Academies, Washington, DC
Abstract
In this article, we review concepts, measures, and strategies that can be applied to opinion-leader campaigns on climate change. These campaigns can be used to catalyze wider political engagement onthe issue and to promote sustainable consumer choices and behaviors. From past research, we outlinesix relevant categories of self-designated opinion-leaders, detailing issues related to identification,recruitment, training, message development, and coordination. We additionally analyze as prominentinitiatives Al Gore's The Climate Project and his more recent We campaign, which combines therecruitment of digital opinion-leaders with traditional media strategies. In evaluating digital opinion-leader campaigns, we conclude that there are likely to be significant trade-offs in comparison to face-to-faceinitiatives. The challenge for both scholars and practitioners is to understand under what conditions aredigital opinion-leaders effective and in which ways can online interactions strengthen or build on real-world connections.

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