Opinion leader

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.