The process by which one person (Opinion Leader) informally
influences the action or attitudes of others who may be opinion seekers
or merely opinion recipients.
How to use a specific product ?
Which of several brands is best ?
Which is the best place to shop ?
One influential persons word of mouth tends to affect the
buying attitude of two other people on an average
Incase of Online, this figures goes up to 8 people on an
In a study of 7000 consumers in seven European
countries, 60% were influenced to use a new brand by
family and friends. “
If you need to reach 2 million people then you just need to reach the right
2000 in the right way and they will help you reach 2 million”
Expensive, Risky & Infrequently Purchased Products
Products suggests Users Status or Taste
Travel Destinations / Hotels Lifestyle Products
sociometric method – closed community and ask
people what they think about something
key informant method – these are the central
They have a keener level of interest
More knowledgeable about the product category
Tend to be more innovative about their purchases than
Are non-conforming, more self-confident, more sociable
and cosmopolitan and socially higher on perceived risk.
Opinion leaders tend to be younger, often with more
education, higher income and higher occupational status
Opinion leaders for movies tend to be young and single
Opinion leaders for food purchase have been found to be
In contrast, those for giving information and advise on
medical services are predominantly unmarried
Diffusion of Innovations
visionaries, the wild-eyed
revolutionaries, adoption is
leaders. They can function
effectively as evangelists
Early Majority- willing to
make safe investments.
Late Majority- skeptical
Laggards- falling behind
Is an individual who influences client’s
innovation-decisions in a direction deemed
desirable by a change agency
Change agents use opinion leaders in a
social system as their lieutenants in
Are usually professionals with a university
degree in a technical field
They are heterophilous from their typical
Develop a need for change
Establish an information exchange
Diagnose a problem
Create a intent to change
Translate an intent into action
Stabilize adoption and prevent
Change agents tend to reach the first few
Early Adopters 15
Early Majority 12
Late Majority 5
Fail to penetrate to lower adopter categories
Elite clients are homophilous with change
Lower status clients are socio-economically
different from change agents –heterophily
gap impedes communication
Is the degree to which an individual is able
to influence other individuals’ attitudes or
overt behavior in a desired way with a
relatively high frequency
Opinion leadership is not a trait
High knowledge of particular subjects and
These people absorb certain media
messages and inform their
friends, families, and peers
Opinion leaders are not politicians and
clergy and the like (although they can be)
Magnify the change agents’ efforts
Give sanction and credibility to new ideas
In some cases if opinion leaders adopt an
innovation, it is impossible to stop its
Innovators are first to adopt a new idea
They are often perceived as deviant in
Behavior does not necessarily convince
average members to adopt
Innovators are mistaken for opinion leaders
If opinion leaders are too innovative then
they are perceived as too close to change
agents and become less credible
Entered the toothpaste market when it was monopolized
by the likes of Pepsodent.
Colgate went on to be the highest selling toothpaste in
“Stronger, Healthier Teeth”.
Fights against gums.
Attract people on protection, whiteness, calcium and
freshness in the toothpaste category.
Freshness concept by Gautam Gambhir, Jennelia D‟Souza
and Shahid Kapoor.
Opinion leaders for colgate
Advertisements showing it as
paste for complete protection.
„100% vegetarian‟ sentiment.
Free Cavity Check-up.
OPINION LEADERS FOR AXE
ASPIRERS,SEEKERS AND STRIVERS
TRAITS ANDCHARACTERISTICS OF THE
OPINION LEADERS OFAXE
REGULAR TELEVISION VIEWER
FASHIONABLE, STYLISH AND NAUGHTY
OFTEN GROUP LEADER
Provides knowledge and advice.
Narrate personal experiences
about product and service
Able to advise on the “good” or
Guarantee social approval and
Influence consumption patterns
and consumption behavior of
How is he an opinion leader
Subject experts and have tremendous knowledge .
He is self-confident, extrovert and gregarious just
like in advertisements of Boroplus , Dairy Milk and
Opinion Leaders like Amitabh Bachhan would
recommend a product and/or brand that he has been
able to monetarily afford and use and it would also be
something that the Receivers/ Seekers can also
“Kuch Meetha ho Jaaye”—Dairy Milk
“Safed teeka-taaki sardi ki nazar