Opinion leaders refer to
A) individuals within an organization who influence decision-making.
B) individuals who are able to use moral suasion to get others to comply with the latest trends.
C) individuals in an organization who encourage other paid individuals to forward marketer-initiated messages to others via e-mail, social networking websites, and blogs.
D) individuals who exert direct or indirect social influence over others.
E) individuals who are able and willing to cut red tape and move an organization's marketing program forward.

Question

Quizplus · Accepted Answer

Opinion leaders are individuals who exert direct or indirect social influence over others, either through their expertise, reputation, or personality. They are recognized as knowledgeable and trustworthy sources of information, and their opinions and recommendations are valued by others. They are not necessarily within an organization or focused on promoting a marketer's message, as options A, C, and E suggest. Option B refers to a specific type of opinion leader who uses moral persuasion, but this is not a comprehensive definition of the term.

Opinion Leaders Refer to