"Opinion Leaders provide information because of the following reasons: - Opinion Leaders like to give product news, provide expert advice and also love to share their experiences with others. This is because they are involved and interested in a product or service category, and love to talk about it (product involvement). - WOM communication gives them an opportunity to talk about their interests to others. Further they may feel so positively and favorably or negatively and unfavorably about a product and/or brand that they feel like telling about it to others (product involvement, self involvement and social involvement) - As they possess knowledge, expertise and experience with a product category, they feel important and powerful when people approach them for information and advice. It confers upon them a sense of superiority or special status over others. They take pride in providing information and advice (self gratification, power and pride). They also feel that others to whom they have given information and advice on new products or services have bought them because of them. - They may be genuinely be benevolent and generous, and out of altruistic concerns may like to help others, especially family, friends, relatives and neighbours (selfless motive: social involvement). - Opinion Leaders may be also trying to reduce their own level of post-purcahse cognitive dissonance (self-interest). - Interestingly true, many provide information as a) they may be wanting to try out a new product or service offering after someone else buys and uses it first; or b); or c) they may themselves be trying to reassure themselves of their own purchase decision by recommending it to others; and d) they may be dissatisfied with a purchase and like to complain about the purchase of the product and service and/or brand and/or company and/store from where it has been purchased. Source: http://in.docsity.com/en-docs/Opinion_Leadership_-_Consumer_Behavior_-_Solved_Quiz_"
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