- The process by which one person
- (the opinion leader) informally influences the actions or attitudes of others, who may be opinion seekers or merely opinion recipients
Opinion leadership involves contact with people as individuals
NOT as the representatives of a larger social group. The contact can take the form of face-to-face, telephone etc.. The parties involved in opinion leadership are
- (a) Opinion leader: offers advice / information about a product
- or service.
(b) Opinion seeker: actively seeking advice or information.
(c) Opinion receiver (recipient): receive information / advice that they have not actively sought (i.e. recipients of unsolicited information or advice about a product/service).