Why is an opinion leader a more credible source of prod- uct information than an advertisement for the product? Are there any ecircumstances in which information advertisements is likely to be more influential word-of-mouth?
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Understanding The Influence Power Of Opinion leaders
Rather, the information flows from mass media to the opinion leaders who interpret the media messages and put them into context for the wider population. Thus people have a feeling of more trust towards opinion leaders as compared to the advertised mass media
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