Sign up & Download
Sign in

Opinion leaders as a segment for marketing communications

by Isabella M. Chaney
Marketing Intelligence & Planning ()


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.

Author-supplied keywords

Cite this document (BETA)

Readership Statistics

24 Readers on Mendeley
by Discipline
by Academic Status
46% Student (Master)
13% Lecturer
8% Student (Postgraduate)
by Country
8% United Kingdom
4% Lithuania
4% Portugal

Sign up today - FREE

Mendeley saves you time finding and organizing research. Learn more

  • All your research in one place
  • Add and import papers easily
  • Access it anywhere, anytime

Start using Mendeley in seconds!

Sign up & Download

Already have an account? Sign in