OPINION LEADERSHIP

PRESENTED BY:
BHUMIKA
PGDM III SEM
 Opinion leadership
Opinion leaders who are knowledgeable about a
product and whose opinions are highly regarded tend to
influence the choices of others.

Specific opinion leaders can be difficult to identify but

marketers who know their general characteristics can try
to target them in their media and promotional strategies
Opinion Leaders
An Opinion Leader is Someone Who is Knowledgeable
About Products and Whose Advice is Taken Seriously By
Others.

 Specific opinion leaders can be difficult to identify but

marketers who know their general characteristics can try to
target them in their media and
promotional strategies
Opinion
Leaders
Opinion
Leaders
 Opinion Leaders

Are Often Among Are Technically

the First to Buy Competent and
New Products Have Expert
Power

Are Similar to Opinion

Opinion
Leaders
Have
HavePrescreened,
Prescreened,
the Consumer in Leaders
Evaluated,
Evaluated,and
and
Values and Synthesized
Beliefs Synthesized
Product
ProductInformation
Information
Are Socially
Active in
Their Community
Value of opinion leaders

 They are technically competent and possess expert power.

 They have pre-screened, evaluated, and having synthesised
product information in an unbiased way possess knowledge power.
 They tend to be socially active and highly interconnected in their
community.
 Effective opinion leaders tend to be slightly higher in terms of
status and educational attainment than those they influence, but
not so high as to be in a different social class.
 They tend to be similar to the consumer in terms of values and
beliefs – homophily.
 They are often among the first to purchase new products
Limitations
Few generalized opinion leaders

Normally only effective in a limited field

Opinion Leaders work on a feedback loop

Characteristics
Innovative communicators

Opinion seekers

Surrogate Consumers

They are central to consumer decision making

Characteristics
Characteristics of
of Opinion
Opinion Leaders
Leaders
Characteristics
Characteristics
Of
Of opinion
opinion
leader
leader

Innovative
Innovative
Communicato
Communicato
rs
rs

Market
Market Are
Are Opinion
Opinion
Maven
Maven Seekers
Seekers

Innovators
Innovators
THANK YOU