Abstract – AOCRJ-V21P3

Opinion Leadership and Its Role in Buyer Decision Making

Shahid Ali Chaudhry
Faculty Member American University in the Emirates, Dubai, UAE
Waseem Irshad
Lecturer, University of Central Punjab, Lahore, Pakistan

Abstract:
This research tends to explore the concept of opinion leadership, explaining their characteristics and identifying the influencing strategies triggered by opinion leaders. This is a desk research and research type utilized is qualitative research, which is completely based on secondary resources as (articles and websites). Extensive literature review has been done in order to fully explain the construct of opinion leadership. Much literature can be found identifying opinion leaders, in contrast to the impact opinion leaders have on buyer decision making. Future research suggests a construct to be made where the relationship between purchase and influencers are empirically tested.

Keywords: Opinion leader, Opinion leadership, decision making, buyer purchase decision

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