A marketing manager wanted to identify opinion leaders for her product category. What should she look for?
A) She should find community leaders who use the product.
B) She should find socially active persons who are intensely interested in the product category and who are similar to other customers.
C) She should look for people who stand out in a crowd.
D) She should look for people that have enough knowledge about a product category to intimidate other people to become interested.

Question

Quizplus · Accepted Answer

Opinion leaders are individuals who are socially active, have a strong interest in a specific product category, and whose attitudes or behaviors are likely to influence others within their social circles. They are not necessarily community leaders or people who stand out in a crowd, nor do they intimidate others into becoming interested. Instead, they share similarities with other customers and can sway their opinions or behaviors through their enthusiasm and knowledge about the product category.

A Marketing Manager Wanted to Identify Opinion Leaders for Her