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DEFINITION
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 LEADERS
Opinion leader is a person who has exposure
to the product and voices his opinion about the same. This opinion is taken as a feedback by the individual consumer and may influence his purchase decision also. The characteristics of opinion leaders are : They are highly credible sources of product related
information.
They are gregarious and people with experience.
CONTD..
They usually provides unbiased information.
and advice.
They have got greater exposure to the media,
print media to opinion leaders and from there it flows to the perspective consumers. It is two step flow of communication process.
consumer is not direct, powerful and automatic as supposed. This influence is routed through the opinion leaders. Opinion leaders are referred to as gate-keepers.
- Alyque Padamsee. Firms are designing advertisements to stimulate discussion of the product by portraying on TV, people involved in informal communication about the same. These advertisements acts as convenient substitutes and actually help to reduce the need for consumers to seek advice from others.