Opion leaders and word-of-mouth - A Case Study of Masai Barefoot Technology
Word of mouthMarketingOpinion leaderInfluentialsMasai Barefoot Technology (MBT)Management of enterprisesFöretagsledningManagementBusiness and Economics
This research aims at identifying the opinion leaders in order to study their behaviour, characteristics, their role within the word of mouth process, and what importance they have upon another consumers purchase decision. Also, to investigate the content of the message being spread. The results from the study show that opinion leaders are strong in spreading word of mouth. Messages were adapted by opinion leaders to suite their target audience. The results further contribute to the discussion about Watts? ?influentials?.