What is opinion leadership in consumer Behaviour?

Opinion leadership which is otherwise known as word of mouth communication is an important personal influence on consumers. Opinion leaders offer advice or information about a product, service and how a particular product may be used. Words of mouth takes place through personal or face to face communication.

What is opinion leader theory?

Opinion leadership is leadership by an active media user who interprets the meaning of media messages or content for lower-end media users. Typically the opinion leader is held in high esteem by those who accept their opinions.

What is the role of opinion leader in consumer Behaviour?

Opinion leaders play a key role and act as a vital role between the marketer and the consumer. He communicates informally about product and service offerings and/or brands; he gives product news and advice to consumers (current and potential) and also narrates his personal experience to others.

What is opinion leadership give an example?

Opinion leaders are people with expertise or influence in a specific area. Opinion leaders can be used by businesses to build trust with their customers or grow their sales. Common examples of modern-day opinion leaders include social media “influencers,” like Instagram celebrities and YouTubers.

How do we find opinion leaders?

Follow at least these:

1. the most important media outlets of your industry (print, blogs, video blogs…)
2. trends with Google Trends, for example.
3. the most read topics online.
4. the most important LinkedIn groups in your industry.
5. the events of your industry; the speakers are often key opinion leaders.

What are the characteristics of opinion leader?

Characteristics Of Opinion Leaders

• They are knowledgeable in their field.
• They are respected and trusted by their followers.
• Their views carry weight and significance.
• They interpret the media messages and put them into context for the wider population.

What is the main character of leadership?

These leaders with character have been identified as authentic leaders: They are what they believe in; show consistency between their values, ethical reasoning and actions; develop positive psychological states such as confidence, optimism, hope, and resilience in themselves and their associates; and are widely known …

Who are known as opinion leaders?

Key opinion leaders (KOLs) are people or organizations that have such a strong social status that their recommendations and opinions are listened to when making important decisions. Good examples of key opinion leaders are political figures, columnists and celebrities who are known for their work.

What are the characteristics of an opinion leader?

Why are opinion leaders important to the consumer?

We often look to opinion leaders for help in our consumer decisions. ‘Opinion leaders are usually people who are more knowledgeable about a certain product or service than the average consumer. As such, opinion leaders can shape how a product is viewed’ (Boundless, 2016)

What does Jeff Bray mean by consumer behaviour theory?

Jeff Bray Consumer Behaviour Theory: Approaches and Models “consumer behaviour…… is the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires.” (Solomon,Bamossy et al. 2006, p6).

Which is a characteristic of the opinion leadership?

Opinion leadership is a dynamic process. It is the most powerful consumer force. As informal communication sources, it effectively influences consumers in their product related decisions. The dynamics of the opinion leadership may be discussed under the following headings:

How does a person become an opinion leader?

According to Yufu Kuwashima, an opinion leader’s power and influence comes from the network created by their followers. Dedicated supporters reinforce the leader’s messaging to other media consumers, strengthening their influence.