The role of opinion leaders in influencing consumer. Opinion leaders influence on consumer behaviour the fitness. They offer informal advice about the product or service. She is a key member of a team exploring how technology can be used to enhance the student learning experience.
Current thinking on opinion leaders varies with respect key. Typically the opinion leader is held in high esteem by those who accept their opinions. A number of studies have shown that the behaviors of consumers in the market are. Opinion leaders of digital era and their effects on consumer behavior. Much literature support is present in the identification of opinion leader in different situations. The power of online opinion leaders in negative ewom. Introduction lifestyle marketing is a process of establishing relationships between products offered in the. These posts are then viewed by millions of followers everyday. This article proposes a cost effective stepwise framework in usage of consumer behaviour influencing dimensions of opinion leadership to enable rapid transition of.
Traditional opinion leaders are defined as individuals who influence the purchasing behaviour of other consumers in a specific product domain flynn et al. Whall phd clinical assistant professor, school of nursing, university of michigan, ann arbor, and maggie allesee endowed professor in gerontology, school of. Influence of reference groups on consumer behaviour. An example of the high extent of influence opinion leaders have in consumer behaviour and brand preference can be seen when analysing the market share of different brands in the gym wear market. Due to the structure nature of formal groups, the influence on the group members with respect to various aspects is generally high. One way to understand the consumer behavior of a family is to identify the decision maker for a purchase.
The role of evolvement and opinion leadership in consumer. Opinion leadership and its role in buyer decision making. The decision making is basically depend on two important aspects. May 28, 2010 consumer behaviour, consumer influence and the process of diffusion what is opinion leadership. Furthermore, opinion leadership status is significantly associated with technical information on wines. Have you ever change your mind or attitude towards an issue, a product or an event after being affected by the opinion of celebrities, famous people, vloggers, youtubers, etc. The needs of opinion leaders and opinion receivers, purchase pals, surrogate buyers vs. Five separate studies using data from 1,128 student. Opinion leaders and their influence on consumer purchasing behavior in saudi arabia hussein abdulla elomari, king fahd university. Opinion leaders are individuals to whom an opinion seeker turns for advice or product related information while making purchase decisions. She is a key member of a team exploring how technology can be. Opinion leadership is leadership by an active media user who interprets the meaning of media messages or content for lowerend media users. This group, who tend to be the heavy buyers, is an important segment on whom producers should focus their attentions. Opinion leaders influence consumers attitudes, through persuasion of a central or peripheral route, that then can impact upon their opinions and behaviour when undertaking a purchase as a result.
Consumer behaviour group dynamics, reference groups and opinion leadership manish sonkar ims unison university 2. Opinion leaders used to be well known and respected individuals giving out information in their area of expertise. These are regarded as important characteristics of opinion leaders. Understanding opinion leadership and motivations to blog public. Return to contents list types of consumer buying behavior types of consumer buying behavior are determined by. In this day an age, ecommerce is one of the most popular ways to shop. Opinion leaders influencing consumer behaviour consumer. Current thinking on opinion leaders varies with respect key features distinguishing these individuals. This paper investigates the characteristics of opinion leaders within the computer.
Chapter iv theories on consumer behaviour consumer behaviour can be examined as it is a decision making process of an individual when consumer engaged in evaluating, acquiring, using or disposing goodsservices. The impact of social factors affecting consumer behaviour on selecting characteristics of purchased cars hossein mirzaei,mehdi ruzdar the present study examined the impact of social factors on consumer behavior in selecting traits of the purchased car in tabriz iran. Elaborate discussion on sociological influences on buying behaviour of a consumer including family, social class, lifestyle analysis, opinion leadership have been provided too. Consumer behaviour is shaped by our friends and family but most importantly by opinion leaders. The impact of social factors affecting consumer behaviour on. Consumer buying behaviour refers to the buying behaviour of the ultimate consumer. May 03, 2017 opinion leaders influence consumers attitudes, through persuasion of a central or peripheral route, that then can impact upon their opinions and behaviour when undertaking a purchase as a result. The literature also reveals that opinion leadership is an indication of innovativeness and facilitates in persuading later adopters in a social system to try new products and services chan and. Opinion leaders are individuals or organizations in a community whose opinion in a specific subject matter is respected and can influence consumer buying behavior. May 05, 2017 opinion leadership and its role in buyer decision making. Consumer behaviour, consumer influence and the process of.
The constructs related to consumer behaviour such as product involvement, opinion leadership, need for uniqueness, venturesomeness and price insensitivity have been included in the study as. This brings out the significant role of opinion leaders in influencing rural consumer behaviour. The role of opinion leaders in influencing consumer behaviors. The impacts of opinion leaders towards purchase decision.
Aug 29, 20 amity business school opinion leadership the process by which one person the opinion leader informally influences the consumption actions or attitudes of others who may be opinion seekers or opinion recipients. Opinion leaders influencing consumer behaviour as social media facebook, youtube and instagram are taking over the world it comes with a new influx of opinion leaders. The fitness industry epitomises a market in which celebrities have an impactful influence on consumer behaviour. Donald kennedy chair in marketing and ecommerce peter j. A case analysis of the organisational behaviour of ryanair. Usage of opinion leaders as a marketing tool in rural markets. Opinion leadership is defined as the process in which one person influences the attitudes or actions of other person informally, who may be identified as opinion leader. The concepts of opinion leadership and opinion seeking are defined, previous attempts to measure them are critiqued, and the scale development process is described. Social influences on the consumer decision process. Opinion leaders are basically from the consumer point of view, social influencers, social media personalities. Opinion leaders as a segment for marketing communications. Consumer behaviour jane priest is a teaching fellow at edinburgh business school and teaches parts of the oncampus marketing course, as well as the consumer behaviour elective by distance learning. Consumer research has identified a number of consumer related characteristics, including product interest, opinion leadership, personality factors, purchase and consumption traits, media habits, social characteristics, and demographic variables that distinguish consumer innovators from later adopters.
May 05, 2017 the fitness industry epitomises a market in which celebrities have an impactful influence on consumer behaviour. Beliefs and values are guides for consumer behavior. Opinion leadership meaning definition characteristics. Opinion leadership comes from the theory of twostep flow of communication propounded by paul lazarsfeld and elihu katz. Consumer behavior opinion leadership flashcards quizlet.
Learn vocabulary, terms, and more with flashcards, games, and other study tools. Opinion leadership can be a result of passive exchange of information in a group discussion or of information being actively exchanged. Families influence on buying habits includes how parents play a significant role and, eventually, how a spouse and children play an even more significant role. The role of opinion leaders in influencing consumer behaviors with a focus on market mavens. An additional point to consider is the impact upon a consumers awareness set that an opinion leader may have. Pdf consumer buying behavior towards cosmetic products. Schiffman and kanuk 2007 cite four motivations behind opinion leaders behavior. Opinion leadership free download as powerpoint presentation. The objective of the research is the analysis of ryanairs organisational behaviour, by. Opinion leaders influencing consumer behaviour opinion leadership is the process by which one person the opinion leader informally influences the. Martin shane, the university of texas at brownsville. Reference groups and opinion leadership consumers behavior. The objective of this research paper is to study consumer buying behaviour towards cosmetic products.
Start studying consumer behavior opinion leadership. Consumer involvement decisionmaking processes purchase behaviour and marketing implications consumer behaviour models unit ii environmental influences on consumer behaviour cultural influences social class reference groups and family influences opinion leadership and the diffusion of innovations marketing implications of. In the context of consumer behavior, culture is defined as the sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society. Pdf this study empirically examined the role of a personality trait, public. Johns university, new york city joseph wisenblit professor of marketing stillman school of business seton hall university, new jersey pearson. Identifying them, however, cannot be undertaken demographically but, rather, they should be isolated by their. Term paper of consumer behavior on opinion leadership. Visit our website to learn more about this and our other qualifications. Introduction in our daily lives, we all get influenced by a variety of people while making our purchase decisions. The major features of opinion leadership are credibility, exchange of information as well as advice related to one corecategory and twoway flow of information. This research is conducted in pune city and a survey method was used to collect the data from 200 respondents. Professor in business administration, annamalai university, chidambaram. Effect of psychological influences such as needs, emotions, memory, personality, perception, imagery and attitude while making a choice before a purchase is well covered.
Dimensions of opinion leadership and traits of rural consumers are discussed. 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 leaders are usually people who are more knowledgeable about a certain product or service than the average consumer. Amity business school opinion leadership the process by which one person the opinion leader informally influences the consumption actions or attitudes of others who may be opinion seekers or opinion recipients. It has become more common to online shop than to go to a shopping center and purchase a tangible product. May 05, 2017 opinion leaders influencing consumer behaviour as social media facebook, youtube and instagram are taking over the world it comes with a new influx of opinion leaders. Mar 01, 2017 opinion leaders influencing consumer behaviour opinion leadership is the process by which one person the opinion leader informally influences the actions or attitudes of others schiffman et al. Many factors, specificities and characteristics influence the individual in what he is and the consumer in his decision making process, shopping habits, purchasing behavior, the brands he buys or the retailers he goes. As such, opinion leaders can shape how a product is viewed. The role of evolvement and opinion leadership in consumer wordofmouth. Consumer behaviour, consumer influence and the process of diffusion what is opinion leadership. A preliminary qualitative survey by indepth interview with ten. The unstructured nature of informal groups tends to exert lesser influence over consumer preferences than the formal groups which are highly structured.
The authors describe the development and validation of multipleitem selfreport scales to measure opinion leadership and opinion seeking for specific product or service domains. Opinion leaders are generally people who have the ability to influence others. This study is to evaluate the organisational behaviour issues that are faced by one of the most profitable european airlines, which is ryanair, that could lead the airline to a negative market trend in the future. Pdf consumer innovativeness and opinion leadership. May 08, 2017 can opinion leaders influence consumer behavior. Rajamohan research scholar in management, bharathiar university, coimbatore.