Group Influence and Social Media:
Certain people are particularly likely to influence others in their product choices.
What is likely to determine if an opinion leader will be influential with regard to a specific product category?
How can marketers use opinion leaders to help them promote their products and services?
Illustrate your answer with reference to examples observed from your own experience and readings.
Reading
Chapter 10 Solomon
Journal references – see end of chapter as starting point
reference: Michael R. Solomon, Gary J. Bamossy, Soren T Askegaard, Margaret K. Hogg, (2013) Consumer Behaviour: European Edition (Fifth Edition).
London: Pearson