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Opinion Leadership &Diffusion of Innovations

Opinion Leadership &Diffusion of Innovations

Week 10

Prepared by : W. Rofianto

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OpinionLeadership

The process by which oneperson (the opinion leader)

informally influences theconsumption actions orattitudes of others who

opinion recipients.

Opinion

Leader

Opinion

Receiver

Opinion

Seeker

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Word of Mouth in Action

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Dynamics of the Opinion Leadership Process

Credibility

Positive and Negative Product Information

Information and Advice Opinion Leadership Is Category-Specific

Opinion Leadership Is a Two-way Street

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Motivations Behind Opinion Leadership

The Needs of Self-involvement

Issues

The Needs of

Opinion Receivers

Purchase PalsSurrogate Buyers

versus OpinionLeaders

oc a nvo vemenProduct involvement

Message involvement

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The Needs of New product or new

Issues

Motivations Behind Opinion Leadership

The Needs of

Opinion Receivers

Purchase PalsSurrogate Buyers

versus OpinionLeaders

Reduction of perceived

risk

Reduction of search timeReceiving the approval of

the opinion leader

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Motivations Behind Opinion Leadership

The Needs of Actually accompany

Issues

The Needs of

Opinion Receivers

Purchase PalsSurrogate Buyers

versus OpinionLeaders

shopping tripsUsed 25 percent of

the time for purchasesof electronicequipment

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The Needs of Surrogate buyers may

Issues

Motivations Behind Opinion Leadership

The Needs of

Opinion Receivers

Purchase PalsSurrogate Buyers

versus OpinionLeaders

leadersAn example is a

wardrobe consultantwho helps in thepurchase of business

clothes

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Profile of Opinion Leaders

GENERALIZED

ATTRIBUTES ACROSSPRODUCT CATEGORIES

CATEGORY-SPECIFIC

ATTRIBUTES

Innovativeness

Willingness to talk

Interest

Knowledge

Self-confidenceGregariousness

Cognitive differentiation

Special-interest media exposureSame age

Same social status

Social exposure outside group

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Two-Step & Multistep Flow of Communication Theory

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Issues in Opinion Leadership and Marketing Strategy

Advertisements Stimulating Opinion Leadership

Word of Mouth May Be Uncontrollable

Marketers Seek to Take Control of the Opinion Leadership Process

Creating products with built-in buzz potential

Strategy designed to stimulate buzz

Viral marketing

Weblogs

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Diffusion

Process

The process by which theacceptance of an innovation isspread by communication to

members of social system over aperiod of time.

Diffusion of Innovation

The Innovation The Channels of Communication

The Social System Time

AdoptionProcess

The stages through which anindividual consumer passes in

arriving at a decision to try (or notto try), to continue using (or

discontinue using) a new product.

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Defining Innovations

Firm-oriented definitions

Product is new to the company

Product-oriented definitions Continuous

Dynamically continuous

Discontinuous Market-oriented definitions

Based on consumer exposure

Consumer-oriented definitions Consumer judges it as new

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Product Characteristics That Influence Diffusion

Relative Advantage

Compatibility

Complexity Trialability

Observability

Time and Diffusion

Purchase Time Adopter Categories

Rate of Adoption

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Adopter Categories

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An Enhanced Adoption Process Model

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