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Opinion LeaderKnowledge Center |
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Description of Opinion Leader. Explanation. |
![]() Definition Opinion Leader. Description.An Opinion Leader (OL) is an individual capable to repeatedly persuade and influence other people's behaviors according to her/his own preferences. An Opinion Leader, also known as Influential, is someone who has the power to informally manipulate attitudes and behaviors of other individuals. The concept has been researched by Robert Merton in 1949 and lately developed by Katz and Lazarsfeld. Opinion leadership is achieved and sustained through a leader’s technical competence, social skills and compliance with values and norms of his current social system. It is a type of informal leadership where the persuasion is indirect and frequent in time. Usually the relationship between an OL and his followers is based on their admiration and willingness to look like the leader. Often in the followers’ perspective, OLs are of a higher social status, more exposed to international activities and relationships, and more concerned with any forms of external communication. These characteristics are not necessarily true, they could be only the followers’ perception. Due to their exposure and their influencing abilities, OLs play a fundamental role in society when it comes to spread new ideas, values and beliefs. See also: Persuasion Theory and Persuation Techniques. In addition, they are often exploited to launch new trends and to position products in prospects mind. According to Bass’s Model of Innovation Diffusion OLs are among the first to adopt new hi-tech products. See also: Innovation Adoption Curve. Types of Opinion LeadershipMarketing and communication literature distinguishes two types of opinion leadership:
Targeting Opinion LeadersRecent marketing thinking sees OLs as the most powerful tools for advertising. In a world where Word-of-Mouth is challenging media effectiveness, more and more companies are targeting OLs in their marketing campaigns. In a research from Ed Keller and Jon Berry (“The Influentials”, The Free Press, 2003) there is evidence of a shifted preference of today’s consumers towards getting advices and buying inspirations from the neighbor, the friend of the friend, and any individual retained competent in certain fields. Limitations of Opinion Leaders. Disadvantages
Compare with: Two Steps Flow Model | 10 Commandments for Media Consumers | Online Corporate Reputation | Personal Power |
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