It has become more common to online shop than to go to a shopping center and purchase a. Current thinking on opinion leaders varies with respect to key features distinguishing these individuals. They offer informal advice about the product or service. What factors of online opinion leader influence consumer. In this edition, we discuss behavioral targeting, customizing products and promotional messages, predictive analytics, reaching eyeballs instead of demographic groups, tracking online navigation and analyzing websites visits, gauging wordofmouth and opinion leadership online, consumergenerated advertising, and new media platforms, such as mobile and apps advertising. The leprosy mission 49 5 persuasive communications 52 5. Consumer buying behaviour refers to the buying behaviour of the ultimate consumer. Consumer behavior opinion leadership flashcards quizlet. Pdf opinion leadership types or continuous opinion. Consumer behaviour emerged in the 1940s and 50s as a distinct subdiscipline in the marketing area. Elaborate discussion on sociological influences on buying behaviour of a consumer including family, social class, lifestyle analysis, opinion leadership have been provided too.
Consumer behavior covers a broad variety of consumers based on diversity in age, sex, culture, taste, preference, educational level, income level, etc. The degree of influence is proportional to the following amassed by each individual. Also, companies use social media to influence consumer behavior for purchase decisions through electronic word of mouth 12, 32, 34, 65, 71 or word of. She is a key member of a team exploring how technology can be. 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. The key theme in this article is that we take the opinions of experts more seriously than rank and file commentators do and that is the reason why organizations must enlist the help of these individuals in diffusing innovations. They usually have deeper expertise in a certain area, and are.
Consumer knowledge and its implications for aspects. As argued by mullins 2010 in the autocratic leadership style the source of power is the manager and all interactions in the organisation get through to the manager, and the employer controls decisionmaking process, defining policies and methods to achieve objectives, work. Opinion leadership meaning definition characteristics. Its a combination of scholarly work in a number of areas, most notably psychology, economics, sociology, and anthropology. Its a very interesting and exciting field to be in because its very much a hybrid. This aiding in conveying a message or selling a product or service. The role of opinion leaders in influencing consumer behaviors with a focus on market mavens. Start studying consumer behavior opinion leadership. A case analysis of the organisational behaviour of ryanair. Opinion leaders are generally people who have the ability to influence others. Consequently, how to utilize opinion leaders to affect consumer behavior by term of electronic word of mouth becomes one of the hottest topics in the relevant.
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. What factors of online opinion leader influence consumer purchase. Opinion leaders, such as new types of digital celebrities. Opinion leaders are people who possess social power such as experts or friends with similar taste as consumer who can influence a consumers attitudes or consumption behaviours. Some studies emphasize influence as the crucial determinant, others stress knowledge, and still others focus primarily on information transmission. As informal communication sources, it effectively influences consumers in their product related decisions. In marketing and consumer behavior, the conative component is frequently treated as an expression of the consumers intention to buy. Opinion leadership is typically conceptualised as a continuous personality trait. This study aims to measure the influence of opinion leaders towards the purchase decisions of the opinion seekers by examining interpersonal forces tie strength and homophily between the opinion leaders and opinion seekers and personal forces opinion leaders expertise and opinion seekers expertise, culture collectivismindividualism and power distance, and productcategory involvement. 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. Opinion leaders influencing consumer behaviour vloggers, youtube, social media personalities an opinion leader can be defined as influential members of the community to whom others turn to for advice, opinions and views bus. In less innovative countries, opinion leaders tend to be more conservative, i.
Faster no knead bread so easy anyone can make but no boiling water duration. She is a key member of a team exploring how technology can be used to enhance the student learning experience. Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumers emotional, mental and behavioural responses that precede or follow these activities. Consumer behavior is a subset of marketing discipline. The acknowledgement implies that the opinion leaders receive. These posts are then viewed by millions of followers everyday. Opinion leaders and their influence on consumer purchasing. Opinion leaders influence on consumer behaviour the. Explain the influence of opinion leaders on consumer.
Opinion leadership is leadership by an active media user who interprets the meaning of media messages or content for lowerend media users. Role of opinion leaders and change agents in the knowledge. Group influence and opinion leadership group influence. Opinion leadership and its role in buyer decision making. In this edition, we discuss behavioral targeting, customizing products and promotional messages, predictive analytics, reaching eyeballs instead of demographic groups, tracking online navigation and analyzing websites visits, gauging wordofmouth and opinion leadership online, consumergenerated advertising, and new media platforms, such. Consumers are constantly seeking out the advice of knowledgeable friends or acquaintances who can provide information, give advice, or actually make the decision. The impact of opinion leader on consumer decision making.
Social influences on the consumer decision process. Consumer knowledge affects all aspects of consumer purchasing behaviour and is thus an important phenomenon for marketers to research and understand. Pdf consumer buying behavior towards cosmetic products. 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. This paper examines the opinion leadership literature to determine how consumer behavior researchers have viewed opinion leadership at the sender level and identifies the model implicit in their work. The process by which one person opinion leader informally influences the action or attitudes of others who may be opinion seekers or merely opinion recipients. Welcome to the henry stuart program on consumer behavior. Researchers have been less interested in modeling opinion leadership itself. The role of opinion leaders in influencing consumer. Consumer behaviour is shaped by our friends and family but most importantly by opinion leaders.
As such, opinion leaders can shape how a product is viewed. This research is conducted in pune city and a survey method was used to collect the data from 200 respondents. This implicit model is expanded and tested empirically. 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. Opinion receivers perceive the opinion leader as a highly credible, objective source of product information who can help reduce their search and analysis time and. 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 article discusses the role of the opinion leaders and change agents in diffusing innovations throughout the organization and beyond. Consumer behavior can be defined as the decision process and physical activity engaged in evaluating, acquiring, using or disposing of goods and services. Explain the influence of opinion leaders on consumer buying behaviours. Introduction a large number of enterprises have emerged because of chinese rapid economic development. However, many authors adhere to the view of qualitatively different opinion leadership types and apply arbitrary.
Opinion leaders are able to influence decisions effectively as they provide an unbiased view. Pdf consumer innovativeness and opinion leadership. Most research, however, see a combination of knowledge or expertise and influence as characterizing the opinion leader. Opinion leaders influencing consumer behaviour consumer. The role of evolvement and opinion leadership in consumer. The impact of opinion leadership on purchases through social. The dynamics of the opinion leadership may be discussed under the following headings. Pdf this is the first of two linked articles on consumer behavioural analysis. The field of consumer behaviour is the broad study of individuals, groups or organisations and the process they use to select secure and dispose of products, services, experiences or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Consumer behaviour, consumer influence and the process of. This study examines the existence of tv opinion leadership and the purchasing of tv sets in saudi arabia, andthe characteristics opinion leaders and nonleaders have. 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.
For marketers, whatever their companies marketing strate. The impacts of opinion leaders towards purchase decision. Opinion leadership comes from the theory of twostep flow of communication propounded by paul lazarsfeld and elihu katz. The role of opinion leaders in influencing consumer behaviors 44 statement of the problem many researchers, such as yang 20 and chelminski and coulter 2012, have done research studies with a view to determining how market. The style of opinion leaders moderates this influence, however. Nuttapol assarut is an assistant professor of marketing and secretary of the. Use examples from market to illustrate your answer. Amity business school motivations behind opinion leadership the needs of opinion leaders the needs of opinion receivers purchase pals surrogate buyers versus opinion leaders surrogate buyers may replace opinion leaders an example is a wardrobe consultant who helps in the purchase of business clothes issues 11. Moreover, different scholars, such as bruno and hustad 20, have acknowledged that opinion leaders act as the middle people between the public and the media. Keywords corporate social responsibility, perception, stakeholder, customer behaviour 1. Opinion leaders are usually people who are more knowledgeable about a certain product or service than the average consumer.
Hi friends, this thread contains downloadable pdf notesebook for the subject consumer behavior in the sixth semester of bba. Pdf consumer behaviour analysis and the behavioural. Introduction brand image is the key driver of brand equity, which refers to consumers general perception and feeling about a brand and has an influence on consumer behavior. The objective of this research paper is to study consumer buying behaviour towards cosmetic products. 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. Typically the opinion leader is held in high esteem by those who accept their opinions. In this day an age, ecommerce is one of the most popular ways to shop. The influence of opinion leaders towards consumer information. Consumer behavior lecture notesebook pdf download for. Cognitive theories have dominated the field of consumer behaviour for. The book also includes chapters on integrated marketing communications, models of.