Opinion Leaders

1.General: Influential members of a community, group, or society to whom others turn for
advice, opinions, and views.

2.Marketing: Minority group (called early adopters) that passes information on new
products (received from the media) to less adventuresome or not as well informed
segments of the population. However, only products such as automobiles, books, and
clothing are susceptible to such influencers whereas appliances, food, toiletries, etc., are
not.

Characteristics of Opinion Leaders

Opinion leaders are generally people who have the ability to influence others.

They usually have deeper expertise in a certain area, and are often looked to for help in
making consumer decisions.

For example, a local high school teacher may be an opinion leader for parents in selecting
colleges for their children.

Often, an opinion leader is among the first to use a new product or service, and can then
pass on his or her opinions of the product to others.

Opinion leaders are often trusted and unbiased and have the social network of friends,
family, and coworkers necessary to disperse information.

Opinion Leaders in Marketing

Opinion leaders are particularly useful in marketing. If a marketer can identify key opinion
leaders for a certain group, she can then direct her efforts towards attracting these
individuals. In marketing, celebrities are often used as opinion leaders. Although they may
not actually know more about a product or service, there is usually the perception that they
do. Celebrity endorsements in marketing are a way to give clout to a product or service .
Opinion leaders can have a profound influence on the success of a product, and on one's
own consumer purchases.