Consumer opinion leadership

Chapter 9 - Group influence and opinion leadership. When you finish this chapter you should understand why: Others, especially those who possess some kind of social power, often influence us; we seek out others who share our interests in products or services; we are motivated to buy or use products in order to be consistent with what other people do; the things that other consumers tell us about products (good and bad) are often more influential than the advertising we see.

35p tradaviahe17 17-03-2021 19 1   Download

Social networking sites (SNS) are a modern form of communication used by the young people across the world. Many young people discuss on forums and exchange information, opinions on SNS. This study empirically examines the effects of consumer opinion leadership (COL) and consumer susceptibility to interpersonal influence (CSII) on young people’s tourism destinations information seeking and dissemination behavior on SNS from consumers’ point of view.

20p vithomasedison2711 14-08-2019 30 2   Download

The basic purpose of this chapter is to acknowledge the role that determinants other than culture play in influencing consumer behavior. The chapter thus examines the psychological and social dimensions, and these include motivation, learning, personality, psychographics, perception, attitude, social class, group, family, opinion leadership, and the diffusion process of innovations.

9p hihihaha8 10-04-2017 38 3   Download