These are the opinions of opinion leaders about products
It is true that opinion leaders have a good understanding of products and are exposed to a variety media outlets. Their constant exposure to new technology means they are always up-to date on all the latest developments. The public can also test the products and provide feedback. They are able to review and test products before they go public, which allows them to be key in influencing consumer behaviour. According to a study conducted by the Journal of Advertising Research, “opinion leaders have a major influence on their peers’ purchase behaviour” (Cayla, Original, and Usunier, 2017). Additionally, a study published in the International Journal of Market Research found that “opinion leaders have the power to influence buying decisions through the diffusion of new products and services” (Kohli et al., 2019). The success of any product is directly affected by opinion leaders. Cont…
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