المنطلق الحديث لقادة الرأي و تأثيره على السلوك الشرائي للمستهلك : دراسة وصفية تحليلية

الملخص EN

since opinion leaders are people who have a great influence on other people behaviors, opinions and trends.

They also represent a link between the market and the public, So the purpose of this study is to recognize the characteristics of opinion leaders such as attractiveness and ability of persuasion and how to exploit it to influence the decision of consumers to buy and embrace or reject the products as this theoretical study has relied on the descriptive analytic process to collect data from various sources about opinion leaders and the bowing behavior, and to analyze them in order to find out that opinion leaders have a fame and a high credibility, besides they provide consumers with information on products or services, and give them advice.

They also share opinion and experiences about products with their followers.