Difference between revisions of "Opinion leader"
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According to [[Marketing Management by Keller and Kotler (15th edition)]], | According to [[Marketing Management by Keller and Kotler (15th edition)]], | ||
:[[Opinion leader]]. The person in informal, product-related communications who offers advice or information about a specific product or product category. | :[[Opinion leader]]. The person in informal, product-related communications who offers advice or information about a specific product or product category. | ||
| + | According to the [[Marketing Communications by Fill (5th edition)]], | ||
| + | :[[Opinion leader]]. An individual who reprocesses information in order to influence others. They are of the same social class as non-leaders, but may enjoy a higher social status within the group. They are regarded as more persuasive than information received directly from the mass media. | ||
According to the [[Marketing Communications by Fill (5th edition)]], | According to the [[Marketing Communications by Fill (5th edition)]], | ||
:[[Opinion leader]]. An individual who reprocesses information in order to influence others. They are of the same social class as non-leaders, but may enjoy a higher social status within the group. They are regarded as more persuasive than information received directly from the mass media. | :[[Opinion leader]]. An individual who reprocesses information in order to influence others. They are of the same social class as non-leaders, but may enjoy a higher social status within the group. They are regarded as more persuasive than information received directly from the mass media. | ||
[[Category: Marketing Management]][[Category: Articles]] | [[Category: Marketing Management]][[Category: Articles]] | ||
Latest revision as of 16:12, 14 July 2020
Opinion leader is the person in informal, product-related communications who offers advice or information about a specific product or product category.
Definition
According to Marketing Management by Keller and Kotler (15th edition),
- Opinion leader. The person in informal, product-related communications who offers advice or information about a specific product or product category.
According to the Marketing Communications by Fill (5th edition),
- Opinion leader. An individual who reprocesses information in order to influence others. They are of the same social class as non-leaders, but may enjoy a higher social status within the group. They are regarded as more persuasive than information received directly from the mass media.
According to the Marketing Communications by Fill (5th edition),
- Opinion leader. An individual who reprocesses information in order to influence others. They are of the same social class as non-leaders, but may enjoy a higher social status within the group. They are regarded as more persuasive than information received directly from the mass media.
