What is opinion leadership in consumer Behaviour?

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. An opinion leader of one product range can be an opinion receiver for another product category.Click to see full answer. Then, who is an opinion leader explain with an example?Opinion leaders are for example experts, journalists, educators, and celebrities, obtaining more share of voice and media coverage than others and held in high esteem by those who accept their opinions.Subsequently, question is, what are opinion leaders explain their main characteristics? Characteristics of Opinion leaders • Credible Source of information • Provision of Both Positive and Negative Product Information • Source of Information and Advice • Opinion leaders have approximately the same social-class position • Opinion leaders possess high levels of involvement and interest • Opinion Leaders are Also know, what is an opinion leader in public relations? An opinion leader is a well-known individual or organization that has the ability to influence public opinion on the subject matter for which the opinion leader is known. Opinion leaders can be politicians, business leaders, community leaders, journalists, educators, celebrities, and sports stars.How can opinion leaders influence consumer Behaviour?Opinion leadership is a key contributor for consumer decision-making model and they influence the purchasing behavior of consumers (Engel et ai, 1993; and Flynn et al, 1996). Since consumers seek their advice frequently, opinion leaders tend to gain more knowledge and expertise in the product category.