Opinion Leaders and Reference Groups

Chapter 11

Chapter Concepts

Online technologies are accelerating the impact of word-of-mouth communication.

Social networking is changing the way companies and consumers interact.

Certain people are particularly likely to influence others’ product choices.

Opinion Leaders

Opinion leaders: influence others’ attitudes and behaviors

They are good information sources because they:› May be experts› Provide unbiased evaluation› Are socially active› Are similar to the consumer› Are among the first to buy

Oracle Fox + Billabong

Oracle Fox—a blog created to share love for fashion and how the near environment influences style.

Surfing Magazine

Combines social networking with highly known brand

Provides fashion trend information to everyday consumers relative to consumers with similar styles preferences

More likely to relate to Billabong products and purchase due to unbiased opinions toward brand

Oracle Fox as Surrogate Consumer

Intermediary between Billabong and the consumer

Blog represents a social networking and brand awareness through WOM

Allows for posting and following

Discussion

Are there any blogs/social networking sites that you follow that link to a specific brand?

Do you feel that blogs are a positive source of WOM advertising?

Has teaming up with a blog helped Billabong build a stronger brand image for their products?

References

http://www.youtube.com/watch?v=v9XLWsD9npY

oraclefox.blogspot.com/ http://www.surfingmagazine.com/

swim/oracle-fox-billabong/ http://blog.swell.com/style/oracle-fox-

billabong-interview/