what are the motives behind opinion leadership process
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The underlying motivation may be to be recognized for a certain expertise. The second motivation is product or issue involvement. This refers to the need to share information when one has a strong opinion – positive or negative – about or a special interest on a product or topic.
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Product, self, message, and other involvement (Dichter, 1966) have been given as some of the reasons for opinion leadership. Enduring product involvement has been assumed to drive opinion leadership, which in turn leads to gaining knowledge, information sharing, and exerting influence (Venkatraman, 1990).
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