Reference groups are 'groups that have direct or indirect influence on the person's attitudes or behaviour.' Opinion leaders are 'people within a reference group who, because of special skills, knowledge, personality or other characteristics, exert influence on others’. (Principles of Marketing, Kotler etc)
Characteristics of Opinion Leaders (taken from my MKTG151G slides):
-High involvement.
-High familiarity, technically competent with product
-Higher readership of print media. Mass media reaches opinion leaders first.
-Being more innovative, first to buy products.
-More objective than endorsers.
-Willingness to share information, inter-connected with their community, out-going, attention-seeking
-Slightly higher status but not high enough to be in a different social class.
-Also likely to be opinion seekers.
Ahaha sounds more like characteristics of bloggers, the popular ones. Now you know how they got sourced out by marketers and started making lots of money from advertisements. It's all about making the opinion leader like your products and services so that they can influence others to like them too. Or at least pay them to pretend to like your products anyways. lawl.
Isn't marketing just so interesting? Too bad I'm doing Foodscience instead. bahaha. But it's been a pretty useful kelefeh paper I must say. Anyways back to studying about all the little sneaky marketing plans targeting YOU everyday to buy products that you'll probably never need. lol.
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