Which of the following would best describe an opinion leader from a marketing perspective?
A) A person of high standing in the community.
B) A reference group member who provides relevant and influential advice.
C) A family member.
D) Media commentators who have a large audience.
E) The habits of a person from the same culture and social class as the individual.

Question

Quizplus · Accepted Answer

understand the major group factors that influence consumer behaviour. An opinion leader is a reference group member who provides relevant and influential advice about a specific topic of interest to group members. Opinion leaders are regarded by other group members as experts in a particular field or topic, such as politics, music, sport or community values. In a marketing context, opinion leaders often influence group members in relation to appropriate purchases of such products as technology, cars, houses, holidays, education, fashion, food and beverages.

Which of the Following Would Best Describe an Opinion Leader