Assignment – Characteristics of opinion leaders
Master in MarketingModule: Contemporary Customer and Customer behaviorSubject: Characteristics of opinion leadersOpinion leaders usually influence others in one product category. Itâs important to detect opinion leaders as their role could be incorporated in the companyâs marketing strategies. In this weekâs Collaboration, you need to identify your characteristics as opinion leaders.This weekâs Collaboration will enable you to engage with your colleagues in a further exploration of the important ideas and issues you studied in your Key Concept Exercise.To prepare for this Collaboration:Review the Required Learning Resources (as mentioned below)Reflect on which product category you are (or are likely to be) an opinion leader.To complete this Collaboration: in 900-1000 wordsExplain which of your personality and behavioural characteristics contribute to you being an opinion leader in a certain product category.providing an alternative perspectiveDiscussing the impact of consumer personality on the decision-making processDiscussing the relationship between consumer and brand personalityDiscussing various characteristics of opinion leadersExtending your thoughts into new but relevant areas (e.g. ethicality of rewards in opinion leadership, WOM vs. WOM based on rumours, strategies for changing traits in product/brand personalities, market mavens, the future of e-opinion leadership, etc.) Important note.More than 5% plagiarism work will be rejected.Refer to the below references Required Document:Week 6 Key Concept Overview(PDF)Top of FormBottom of FormChakrabarti, S. (2013) âThe influence of opinion leadership and associated measures among owners of high end smartphone products in Indiaâ,Journal of Marketing & Communication, 8 (4), pp.4-12.Use the University of Liverpool Online Library to find this article.Top of FormBottom of FormDikcius, V., Seimiene, E. & Zaliene, E. (2013) âCongruence between brand and consumer personalitiesâ,Economics & Management, 18 (3), pp.526-536.Use the University of Liverpool Online Library to find this article.Top of FormBottom of FormNga, J.K.H. & Yien, L.K. (2013) âThe influence of personality trait and demographics on financial decision making among Generation Yâ,Young Consumers, 14 (3), pp.230-243.Use the University of Liverpool Online Library to find this article.Top of FormBottom of FormShi, M. & Wojnicki, A.C. (2014) âMoney talks â¦ to online opinion leaders: what motivates opinion leaders to make social-network referrals?â,Journal of Advertising Research, 54 (1), pp.81-91.Use the University of Liverpool Online Library to find this article.