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Opinion leaders as a segment for marketing communications

by Isabella M. Chaney
Marketing Intelligence & Planning ()

Abstract

Opinion leaders are important disseminators of innovation. considers their relevance to the marketing of wine by assessing whether they are a reachable segment with respect to their demography and information needs. The importance of information from articles, books, and television programmes is significantly associated with opinion leadership status. Furthermore, opinion leadership status is significantly associated with technical information on wines. This group, who tend to be the "heavy" buyers, is an important segment on whom producers should focus their attentions. Identifying them, however, cannot be undertaken demographically byt, rather they should be isolated by their information seeking behaviour. Targeting them by ensuring a constant flow of wind journalism of a more technical nature wil feed their quest for information with which to impress and/or influence others.

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