Opinion Leadership is the process by which one person (opinion leader) informally influences the actions or attitudes of others, who may be opinion seekers or merely opinion recipients

1. OPINION LEADER
&
CONSUMER
BEHAVIOUR
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2. Opinion Leadership is the
process by which one person
(opinion leader) informally
influences the actions or
attitudes of others, who may
be opinion seekers or merely
opinion recipients
Opinion
Leadership

3. Popular websites to check influence

4. OPINION LEADERS OPINION RECEIVERS
Self-Improvement Motivations
• Reduce post purchase uncertainty or dissonance
• Gain attention or status
• Assert superiority and expertise
• Feel like an adventurer
• Experience the power of “Converting” other
• Reduce the risk of making a purchase commitment
• Reduce risk time
Product-Involvement Motivations
• Express satisfaction or dissatisfaction with a
product or service
• Learn how to use or consume a product
• Learn what products are new in the marketplace
Social Involvement Motivations
• Express neighborliness and friendship by
discussing products or services that may be
useful to others
• Buy products that have the approval of
others, ensuring acceptance
Message Involvement Motivations
• Express one’s reaction to a stimulating
advertisement by telling others about it

5. Characteristics of Opinion Leaders
Gregarious people with lot of
experience
Tend to be consumer innovators
Sources of information and advice
Highly credible sources of product related information
Provide unbiased information to the opinion seeker
Have got greater exposure to the media, especially in
their area of leadership
Have got some personal product specific
characteristics like personality traits, social status and
demographic characteristics

6. Model of Opinion Leadership
Mass Media Recipient
Opinion
Leaders
Fig: Traditional model of Opinion Leadership
Mass Media Recipient
Opinion Leaders
Gatekeeper
Fig: Modern model of Opinion Leadership

7. The Market Maven: Concept
The Market Maven are the special
category of opinion leaders who possess a
wide range of information about many different
types of products, retail outlets, and
other dimensions of markets. They tend
to have a solid overall knowledge of
how and where to procure products.

8. The Surrogate Consumer: Concept
A surrogate consumer is a person who is
hired to provide input into purchase
decisions. Unlike the opinion leader or
market maven, the surrogate is usually compensated for his
or her advice. Whether or not they actually
make the purchase on behalf of the
consumer, surrogates’ recommendations
can be enormously influential.

9. Thank YouWrite to me at Vijyata.rwc@gmail.com or comment in the comment box