What is Opinion Leadership
Subject: Management | Topics:

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 perceived 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 interests. 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 evinces 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. Moreover opinion leaders can informally and subtly affect the behavior of others toward products, either positively or negatively. If they like a product or service, they can help to assure its success; if they do not like it, they can contribute to its failure. It all depends on the verbal or visual communication that flows between them and others whom they influence.

What is Opinion Leadership

Related Management Paper:

Popular Management Paper:

Basic Concepts of TQM

Total Quality Management (TQM) is an enhancement to the traditional way of doing business. It is a proven technique to guarantee survival in world‑class competition. Only by changing the actions of management will the culture and actions of an entire organization be transformed. TQM is for the .....

Assignment on Conflict Management With real life Example

What is Conflict? We define conflict as a disagreement through which the parties involved perceive a threat to their needs, interests or concerns. It’s human nature to have conflicts and it arises for any number of reasons, including: Misunderstandings Personality clashes Disagreements about th.....

Recruitment and Selection Process in Nestle Bangladesh Ltd.

INTRODUCTION 1.1: Background of the Report An employee might more knowledgeable and skilful by training and development program or process that maintaining an effective level job performance. So it acts an important role in HR department. As a part of BBA program, our Human Resources practices in.....

Report on Janata Bank Limited

1.1 Introduction of the Study The primary purpose of this report is to get an idea about the operations of Janata Bank Limited, a second-generation bank of the country and make an industry analysis on the banking sector of Bangladesh. Banks are profit – earning concern. The ‘word “Bank.....

Contemporary Issues of Cost and Management Accounting in Bangladesh

Abstract Cost and Management Accounting practice helps an organization to survive in the competitive, ever-changing world, because it provides an important competitive advantage for an organization that guides managerial action, motivates behaviors, supports and creates the cultural values necess.....