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.
Strong /weak tie source
Opinion Leadership is
the process by which the opinion leader informally influences the actions or
attitudes of others, who may be opinion seekers or merely opinion recipients.
Opinion receivers perceive the opinion leader as a highly credible, objective
source of product information who can help reduce their search and analysis
time and percieved risk.
Opinion leaders are
motivated to give information or advice to others, in part doing so enhances
their own status and self image and because such advice tends to reduce any
post purchase dissonance that they may have.Other motives include product
involvement, message involvement or any other involvement.
Market researchers
identify opinion leaders by such methods as self designation, key informants,
the sociometric method and the objective method.
Studies of opinion
leadership indicate that this phenomenon tends to be product category specific,
generally one of their interest. An opinion leader of one product range can be
an opinion receiver for another product category.
Generally, opinion
leaders are gregarious, self confident, innovative people who like to talk.
Additionally, they may feel differentiated from others and choose to act
differently (or public individuation).
They acquire
information about their areas of interest through avid readership of special
interest magazines and ezines and by means of new product trials.
Their interests may
often overlap into adjacent areas and thus their opinion leadership may also
extend into those areas.
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
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
Brand loyalty
Brand loyalty can be
defined as the strength of preference for a brand compared to other similar
available options. This is often measured in terms of repeat purchase behaviour
or price sensitivity.
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