cb week 10 diffusion-of-innovations
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Opinion Leadership &Diffusion of Innovations
Opinion Leadership &Diffusion of Innovations
Week 10
Prepared by : W. Rofianto
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OpinionLeadership
The process by which oneperson (the opinion leader)
informally influences theconsumption actions orattitudes of others who
opinion recipients.
Opinion
Leader
Opinion
Receiver
Opinion
Seeker
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Word of Mouth in Action
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Dynamics of the Opinion Leadership Process
Credibility
Positive and Negative Product Information
Information and Advice Opinion Leadership Is Category-Specific
Opinion Leadership Is a Two-way Street
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Motivations Behind Opinion Leadership
The Needs of Self-involvement
Issues
The Needs of
Opinion Receivers
Purchase PalsSurrogate Buyers
versus OpinionLeaders
oc a nvo vemenProduct involvement
Message involvement
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The Needs of New product or new
Issues
Motivations Behind Opinion Leadership
The Needs of
Opinion Receivers
Purchase PalsSurrogate Buyers
versus OpinionLeaders
Reduction of perceived
risk
Reduction of search timeReceiving the approval of
the opinion leader
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Motivations Behind Opinion Leadership
The Needs of Actually accompany
Issues
The Needs of
Opinion Receivers
Purchase PalsSurrogate Buyers
versus OpinionLeaders
shopping tripsUsed 25 percent of
the time for purchasesof electronicequipment
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The Needs of Surrogate buyers may
Issues
Motivations Behind Opinion Leadership
The Needs of
Opinion Receivers
Purchase PalsSurrogate Buyers
versus OpinionLeaders
leadersAn example is a
wardrobe consultantwho helps in thepurchase of business
clothes
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Profile of Opinion Leaders
GENERALIZED
ATTRIBUTES ACROSSPRODUCT CATEGORIES
CATEGORY-SPECIFIC
ATTRIBUTES
Innovativeness
Willingness to talk
Interest
Knowledge
Self-confidenceGregariousness
Cognitive differentiation
Special-interest media exposureSame age
Same social status
Social exposure outside group
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Two-Step & Multistep Flow of Communication Theory
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Issues in Opinion Leadership and Marketing Strategy
Advertisements Stimulating Opinion Leadership
Word of Mouth May Be Uncontrollable
Marketers Seek to Take Control of the Opinion Leadership Process
Creating products with built-in buzz potential
Strategy designed to stimulate buzz
Viral marketing
Weblogs
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Diffusion
Process
The process by which theacceptance of an innovation isspread by communication to
members of social system over aperiod of time.
Diffusion of Innovation
The Innovation The Channels of Communication
The Social System Time
AdoptionProcess
The stages through which anindividual consumer passes in
arriving at a decision to try (or notto try), to continue using (or
discontinue using) a new product.
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Defining Innovations
Firm-oriented definitions
Product is new to the company
Product-oriented definitions Continuous
Dynamically continuous
Discontinuous Market-oriented definitions
Based on consumer exposure
Consumer-oriented definitions Consumer judges it as new
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Product Characteristics That Influence Diffusion
Relative Advantage
Compatibility
Complexity Trialability
Observability
Time and Diffusion
Purchase Time Adopter Categories
Rate of Adoption
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Adopter Categories
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An Enhanced Adoption Process Model
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