The Role of Opinion Leaders in Marketing

John's Dilemma

John doesn't know very much about electronic equipment, but he wanted to get his girlfriend a tablet for her birthday. His roommate, Hank, knows all about these types of products and made a recommendation to John. For this product category, Hank is known as a(n) _____.

Answer: Opinion leader or influencer
Explanation: Opinion leaders are those people who are mostly experts in a particular industry. Their views or opinions are well known and commonly trusted. For this reason, people usually count on their opinions and can use their influence in the decision-making process. The role of opinion leaders in marketing is crucial. Opinion leaders have obtained authority or power in a particular market such that they are very good at impacting the audience on what is trending and hence influencing consumer or customer behavior. Some do this professionally, while others have established confidence within their community online or in their physical vicinity. Their opinions are used to validate the product, just like Hank is doing for John by validating his decision, giving him all the necessary information that he needs, and making recommendations.

What are opinion leaders?

Opinion leaders are individuals who have expertise in a specific industry and whose views and opinions are trusted by others. They play a crucial role in influencing consumer behavior and decision-making processes by providing recommendations and validation of products or services.

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