OPINION LEADERSHIP

MOTIVATION BEHIND OPINION LEADERSHIP

DYNAMICS OF OPINION LEADERSHIP

PROCESS OF OPINION LEADERSHIP

PRESENTED BY: RITUL

TRIPATHI
PGDM 2nd year
Opinion Leadership

The process by which one person (the opinion

leader) informally influences the
consumption actions or attitudes of others
who may be opinion seekers or opinion
recipients.
 EXAMPLES OF OPINION
LEADERSHIP
 The role of opinion leadership could be seen in the following
examples.
 1. During casual talk, a friend talks about the car he recently
bought. He recommends buying it.
 2. A person shows a friend photographs of his recent tour abroad.
He suggests that by using a particular make of camera, better
pictures could be shot.
 3. A family wants to have a swimming pool in their spacious
house. The family head asks neighbors which pool construction
company they should call.
 4. A parent wants admission for his child in a particular school. He
contacts other parents sending their children to the same school.
What is Opinion Leadership?

Opinion Opinion
Leader
Receiver

Opinion
Seeker
 The Needs of Opinion Leaders

• Self involvement

• Social involvement

• Product involvement

• Message involvement
• Opinion leaders are four times more likely to be
asked about political issues, three times more
likely to be asked about computers or
investments, and twice as likely to be asked
about restaurants
• Information seekers seek a “strong-tie” source
when they know little about a topic, and “weak-
tie” sources when they have some knowledge
 Dynamics of Opinion Leadership
• Credibility
• Reliable product information
• Information and Advice
• Opinion Leadership Is Category- Specific
• Opinion Leadership Is a Two-way process
• Opinion leaders are more knowledgeable
 Process of opinion leadership
The opinion leadership process is also known as word-of-mouth communications .
Here is the sample research of influence on work-related purchase of Business
Decision Makers, April 2007.
 Motivation behind opinion
leadership
 The need of opinion leaders
 To reduce their own post purchase dissonance.
 For tangential personal benefits
 Because of high level of product involvement
 Because of message involvement
 •The Needs of Opinion Receivers

 New-product or new usage information

 Reduction of perceived risk

 Reduction of search time

 Receiving the approval of the opinion leader