The influence of opinion leaders on consumer behavior

Abstract

The multiplicity of advertisements as well as the growth of products pushed the consumer to take think before making his purchase decision. In this case, he will seek for reliable information and will sometimes ask experienced or trusted people to make his final decision. The opinion leader is a very influential resource on changing consumer behavior in relation to official resources (advertising). This is why marketers are trying to pay attention to opinion leaders in order to disseminate information