Marketing Communications

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Marketing Communications

30

Fundamentals Of Communication In Marketing

SITUATIONS IN wHICH OPINION LEADERSHIP OCCUR

The exchange of advice and information between group members can occur in the following situations:

1) When one individual seeks information from another.

2) When one individual volunteers information.

3) As a by-product of normal group interaction.

ROLE OF OPINION LEADERS IN COMMUNICATION: Opinion leaders are persons who are
members of primary groups and whose opinions tend to be sought out in one or more areas. Word-of-
mouth communication is the way in which opinion leaders influence their followers who seek information
and advice from them. Opinion leaders also furnish one another with information.

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