Opinion Leaders

&
Their Role
Presented By : Obaid Bin Abdul Rehman
Opinion leaders

• An opinion leader is an individual whose ideas and

behavior serve as a model to other people. Such
person’s opinions influence others significantly. This
influence may affect both other people’s thinking and
their behavior.

Opinion leaders can be politicians, business leaders, community

leaders, journalists, educators, celebrities, and sports stars, etc.
Opinion Leadership

• 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 receivers perceive
the opinion leader as a highly credible, objective
source of product information who can help reduce
their search and analysis time and perceived risk.
Types of Opinion leaders

• Mono-morphic Opinion leaders

This applies when influence of opinion leader is limited to only one
specific topic, this is typical leadership style of modern societies
characterized by specialization

• Poly-morphic Opinion leaders

This applies when leaders influence covers different topics, this is more
conventional leadership style
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 influential and persuasive

Specific Characteristics: Opinion leaders possess distinct personality traits. These

include self confidence and friendliness. They are socially inclined, outspoken and are
knowledgeable
 Communication Flow Flowchart

Opinion Opinion
Mass Media
Leader Seeker

Information
Seekers
Limitations of Opinion leaders

• Difficult to identify them at local level and target them according to

there influence

• Characteristics of Opinion leaders are not homogeneous, and are

subject to change
Role Played By Opinion Leaders

Opinion leaders play a key role between the marketer and the
consumer
The major roles played by opinion leaders are

• Authority figure
• Trend setter
• Local Opinion Leader
Contd…
• Authority figure:
The role that is played by an Opinion Leader when he gives product news
and advice, and also narrates his personal experiences to consumers, is
known as the authority figure role

• Trend setter:
Opinion Leaders act as trend setters. They are inner oriented and do not
bother about what others in the society say or do. They are also
innovative and often go in for purchase of new product and service
offerings and through the purchase and usage, they set the trend.
Contd…
• Local Opinion leader:
Opinion Leaders are said to act a local opinion leaders when
a) they constitute a person’s positive reference group
b) they provide information about such product and service offerings and/or brands
that help satisfy their needs and wants of the consumer group in a manner that is
consistent with group values and norms.

As local opinion leaders, they provide knowledge and advice, and narrate
personal experiences about product and service offerings
Thank You