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What is Opinion Leader

Managing Diversity, Innovation, and Infrastructure in Digital Business
Influential members of a community, group, or society to whom others turn for advice, opinions, and views.
Published in Chapter:
E-WOM as a New Paradigm in the Consumer Decision-Making Process
Esra Güven (Celal Bayar University, Turkey) and Volkan Yakin (Abant Izzet Baysal University, Turkey)
DOI: 10.4018/978-1-5225-5993-1.ch004
Consumer-to-consumer communications in online environments are of a vital importance to the consumer decision-making process. This process consists of five phases, each affected by eWOM communications deeply from the stimulation to the post-purchase behavior. Among all other factors having an impact on this process, the impact of eWOM has a distinguished role. As the technology grows and the consumers use internet and the reviews via internet, they become more and more attached to these reviews to make a purchase decision. In this chapter, the authors make a comprehensive explanation about the consumer decision-making process and explain the relationship of the decision-making phases with eWOM communications.
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Enhancing E-Commerce through Sticky Virtual Communities
A person who is an active media user and who interprets the meaning of media messages or content for lower-end media users. Typically the opinion leader is held in high esteem by those that accept their opinions.
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Local E-Government Partnerships
A person who exerts influence over others in the social network.
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