Opinion leader: individuals who influence the behaviour of others.

Opinion recei ver or opinion recipients: individuals who receive information withoutconsciousl y searching for it.Opinion see ers: individuals who actively see information an d advice about a product.Examples of Opinion Leadership:During a coffee brea , a co-wor er tal s about the movie he saw last night andrecommends seeing it.A fam ily decides that they would li e a swimming pool for their bac yard andthey as neighbours who have pools which pool construction company they should call.Viral Mar eting:It is named viral because it allows the message to spread li e a viru s.Viral mar eting describe any strategy that encourages individuals to pass on a mar eting message to others, creating the potential for exponential growth in th emessage s exposure and influence.The other names of viral mar eting are:Buzz Mar et ingWildfire Mar etingAvalanche Mar etingReasons for the Effectiveness of Opinion Leadership:CredibilityPositive and Negative Product InformationInformation and AdviceOpinion Leadership Is Category-SpecificOpinion Leadership Is a Two-way Str eetCredibility:Opinion leaders are highly credible source of information and hav e first handexperience with the product. They receive no compensation for their advice.They do not have commercial motive .Positive and Negative Product Information:Opinion leader provide both positive and negative product information.Information and Advice:Opinion leaders are the source of both information and advice.They may share their experience with the p roduct or aggressively advice others to buy or avoid a specific product.Opinion Leadership Is Category-Specific:Opinion leaders specialize in certain product ca tegory about which they provideinformation or advice.Opinion Leadership Is a Two -way Street:Consumers who are opinion leaders in one product-related situation m ay becomeopinion receivers in another situation, even for the same product.Motiv ations Behind Opinion Leadership:The Needs of Opinion LeadersThe Needs of Opinio n ReceiversPurchase PalsSurrogate Buyers versus Opinion LeadersThe Needs of Opin ion Leaders:Opinion leaders may try to reduce their own post purchase dissonance .opinion leaders are motivated by self-involvement, product involvement, sociali nvolvement and message involvement.The Needs of Opinion Receivers:Opinion receiv ers obtain new-product or new-usage information.Opinion receivers reduce their p erceived ris .They reduce their search time.Purchase Pals:Purchase pals are info rmation sources who actually accompany consumers onshopping trips.Male purchase pals are the source of product category expertise, productinformation, retail st ore and price information.Female purchase pals gives moral support and increase confidence in the buyersdecision.Surrogate Buyers versus Opinion Leaders:OPINION LEADER: 1. Informal relationship with end-users2. Information exchange occurs in the con text of a casual interaction3. Homophilous (to a certain extent) to end-users4. Does not get paid for advice5. Usually socially more active than end-users6. Acc ountability limited regarding the outcome of advice7. As accountability limited, rigor in search and screening of alternatives low8. Li ely to have used the pro duct personally9. More than one can be consulted before ma ing a final decision1 0. Same person can be an opinion leader for a variety of related productcategori esSURROGATE BUYER 1. Formal relationship; occupation-related status2. Informati on exchange in the form of formal instructions/advice3. Heterophilus to end user s (that is, is the source of power)4. Usually hired, therefore gets paid5. Not n ecessarily socially more active than end-users6. High level of accountability7. Search and screening of alternatives more rigorous8. May not have used the produ ct for personal consumption9. Second opinion ta en on rare occasions10. Usually specializes for a specific product/service categoryMeasurement of Opinion Leader ship:Self-Designating MethodSociometric MethodKey Informant MethodObjective Meth od SELF-DESIGNATINGMETHOD Do you influenceother people in their selection of products? h respondent is as ed aseries of questions to determinethe degree to which he or she perceives himself or herself to be an opinion leader.

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OPINION LEADERSHIPOPINION LEADERSHIPMEASUREMENTMEASUREMENTMETHODMETHODSAMPLESAMP LEQUESTIONS ASKEQUESTIONS ASKEDDESCRIPTION OF METHODDESCRIPTION OF METHOD SOCIOMETRICMETHODMembers of a social system areas ed to identify to whom theygiv e advice and to whom theygo for advice. Whom do youas ? Who as s youfor info about tha duct