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When Opinion Leaders Endorse Products — What Marketers Take Advantage Of And Consumers Misconceive, Alexander Mueller, Marjorie Delbaere
When Opinion Leaders Endorse Products — What Marketers Take Advantage Of And Consumers Misconceive, Alexander Mueller, Marjorie Delbaere
Association of Marketing Theory and Practice Proceedings 2020
This conceptual paper explores the influence of opinion leaders, the elements of credibility, and draws on endorsement literature to illustrate how opinion leaders are perceived as credible sources in the market. The paper proposes a new type of opinion leader — the celebrity expert endorser (CEE). The CEE is characterized by the typical opinion leader behaviour in the form of information dissemination and the inherent motivation to collect information to pass it on to opinion seekers. However, the CEE also cooperates with marketers, manufacturers, and corporations and engages in some form of endorsement. As a result, the CEE walks a …