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The Process by Which One Person (The Informally Influences The Consumption Actions or Attitudes of Others Who May Be
The Process by Which One Person (The Informally Influences The Consumption Actions or Attitudes of Others Who May Be
15-1
What is Opinion Leadership?
Opinion Opinion
Leader Receiver
15-2
Reasons for the Effectiveness of
Opinion Leadership
• Credibility
• Positive and Negative Product
Information
• Information and Advice
• Opinion Leadership Is Category-
Specific
• Opinion Leadership Is a Two-way
Street
15-3
Viral
• Buzz Marketing
Marketing
• Wildfire Marketing
• Avalanche Marketing
15-4
Needs
• New-product or new usage information
• Reduction of perceived risk
• Reduction of search time
• Receiving the approval of the opinion
leader
15-5
Measurement of Opinion
Leadership
• Self-Designating
Method
• Sociometric Method
• Key Informant Method
• Objective Method
15-6
Measuring Opinion Leadership
OPINION LEADERSHIP
SAMPLE
MEASUREMENT DESCRIPTION OF METHOD
QUESTIONS ASKED
METHOD
15-7
continued
OPINION
LEADERSHIP SAMPLE
DESCRIPTION OF METHOD
MEASUREMENT QUESTIONS ASKED
METHOD
KEY INFORMANT Carefully selected key informants in “Who are the most
METHOD a social system are asked to influential people in
designate opinion leaders. the group?”
15-8
Issues In Opinion Leadership and
Marketing Strategy
• Advertisements Stimulating Opinion
Leadership
• Word of Mouth May Be Uncontrollable
• Creation of Opinion Leaders
15-9