คุณลักษณะและความชัดเจนของผู้มีอิทธิพลทางการตลาด: กลุ่มผู้นำทางความคิด

Abstract

Opinion Leaders are individual who have an influence to others in social that has long been interested in marketing.  Their word-of-mouth activities have a great impact in the decision-making process which leads them to be a key person in the marketing strategies. Until now, there are still many mentions about them. Therefore, it is useful to present the meaning and the real beginning of the opinion leaders to the interested person. Furthermore, comparing differences between opinion leaders to other types of marketing influencers will bring greater clarity. This article based on a collection of research and credible articles. As a result, the content consists of the evolution of opinion leaders, summarizing about behaviors and motivations of opinion leaders, guidelines for identifying opinion leaders and recommendations for future research.