Word-of-mouth Communication in Marketing: An Exploratory Study of Motivations Behind Opinion Leadership and Opinion Seking

@inproceedings{ErtekIn2012WordofmouthCI,
  title={Word-of-mouth Communication in Marketing: An Exploratory Study of Motivations Behind Opinion Leadership and Opinion Seking},
  author={Zeynep ErtekIn and Deniz Atik},
  year={2012}
}
With a qualitative approach, this research aims to gain a deeper understanding of the motivations behind both opinion leadership and opinion seeking, in a non-western context. Findings show that no one is exclusively an opinion leader or a seeker and that both opinion leaders and seekers are motivated by deeper psychological needs, which may have a critical role in theory and practice. In addition to previously identified motivations and characteristics of opinion leaders and opinion seekers… CONTINUE READING

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