دانلود رایگان مقاله انگلیسی استفاده از رهبران عقیده آنلاین برای ترویج ارزش سودمند محصولات و خدمات - الزویر 2018

Abstract

Research and applied evidence suggest that online opinion leaders are important promoters of products and services. However, managers and firms need to choose which opinion leaders to work with and better understand how to collaborate with those leaders to promote different types of products and services. Online opinion leaders should be used to promote the experiential (hedonic) and functional (utilitarian) value of products and services over different online forums. In this article, we describe how online opinion leaders can serve appeal leadership functions, serve knowledge leadership functions, and take multiple roles (e.g., experts, celebrities, micro-celebrities, micro-influencers, early adopters, market mavens, enthusiasts). We then present a five-stage planning process designed to guide partnerships with online opinion leaders. Specific steps in the process include: planning (setting the objectives of the campaign and the role of online opinion leaders), recognition (identifying influential and relevant online opinion leaders), alignment (matching online opinion leaders and online forums with the products or services promoted), motivation (rewarding online opinion leaders in a way that aligns with their social role), and coordination (negotiating, monitoring, and supporting the influence of the online opinion leaders).

6. Strategically embracing and empowering online opinion leaders

Social media has become a critical channel through which firms market their products to consumers, and managers have begun to formulate more detailed social media marketing strategies. These strategies often involve online opinion leaders as implicit, yet critical, intermediaries. However, current managerial guidelines only provide vague and general suggestions to identify and facilitate the influence of these online opinion leaders. In this regard, managers could face a highly abstract goal to achieve without specific guidelines. We hope to provide specific guidance on this important aspect of a company’s broader social media marketing strategy through detailed suggestions on how managers can foster and maintain strategic partnerships with online opinion leaders to facilitate the company’s broader social media strategy. Generally, companies should consider partnering with online opinion leaders working in the social media channels where they exert their influence according to the company’s needs, resources, and intentions to promote the hedonic and/or utilitarian value of the products. Companies should also provide ongoing incentives and support to online opinion leaders, which complies with relevant standards and regulations, to motivate and facilitate the promotions. Finally, companies should monitor the campaign’s progress overtime according to the company’s goals and broader social media strategy