Master in Marketing
Module: Contemporary Customer and Customer behavior
Subject: Characteristics of opinion leaders
Opinion leaders usually influence others in one product category. It’s important to detect opinion leaders as their role could be incorporated in the company’s marketing strategies. In this week’s Collaboration, you need to identify your characteristics as opinion leaders.
This week’s Collaboration will enable you to engage with your colleagues in a further exploration of the important ideas and issues you studied in your Key Concept Exercise.
To prepare for this Collaboration:
- Review the Required Learning Resources (as mentioned below)
- Reflect on which product category you are (or are likely to be) an opinion leader.To complete this Collaboration: in 900-1000 words
- Explain which of your personality and behavioural characteristics contribute to you being an opinion leader in a certain product category.
- providing an alternative perspective
- Discussing the impact of consumer personality on the decision-making process
- Discussing the relationship between consumer and brand personality
- Discussing various characteristics of opinion leaders
- Extending your thoughts into new but relevant areas (e.g. ethicality of rewards in opinion leadership, WOM vs. WOM based on rumours, strategies for changing traits in product/brand personalities, market mavens, the future of e-opinion leadership, etc.) Important note.More than 5% plagiarism work will be rejected.Refer to the below references Required Document:Week 6 Key Concept Overview(PDF)
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Chakrabarti, S. (2013) ‘The influence of opinion leadership and associated measures among owners of high end smartphone products in India’,Journal of Marketing & Communication, 8 (4), pp.4-12.
Use the University of Liverpool Online Library to find this article.
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Dikcius, V., Seimiene, E. & Zaliene, E. (2013) ‘Congruence between brand and consumer personalities’,Economics & Management, 18 (3), pp.526-536.
Use the University of Liverpool Online Library to find this article.
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Nga, J.K.H. & Yien, L.K. (2013) ‘The influence of personality trait and demographics on financial decision making among Generation Y’,Young Consumers, 14 (3), pp.230-243.
Use the University of Liverpool Online Library to find this article.
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Shi, M. & Wojnicki, A.C. (2014) ‘Money talks … to online opinion leaders: what motivates opinion leaders to make social-network referrals?’,Journal of Advertising Research, 54 (1), pp.81-91.
Use the University of Liverpool Online Library to find this article.
