Opinion Leadership Individuals who exert direct or indirect social influence
over others are called opinion leaders. Opinion leaders are considered to be knowledgeable about or users of particular products and services, so their opinions influence
others’ choices.
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Opinion leadership is widespread in the purchase of cars and trucks,
entertainment, clothing and accessories, club membership, consumer electronics,
vacation locations, food, and financial investments. A study by Popular Mechanics
magazine identified 18 million opinion leaders who influence the purchases of some
85 million consumers for do-it-yourself products