Interest in product category Opinion leader Personality traits Perceived risk and venturesomeness Purchase and consumption characteristics Media habits Social character Demographics
Are there generalized innovators?
Personal influence and opinion leadership
Opinion leadership
Dynamics in opinion leadership process
Credibility Positive and negative information Information and advice OL is category specific
Motivation behind opinion leadership
Needs of opinion leaders Needs of opinion receivers Purchase pals Surrogate buyers Vs opinion leaders
Difference between opinion leader surrogate buyers