คุณลักษณะและความชัดเจนของผู้มีอิทธิพลทางการตลาด: กลุ่มผู้นำทางความคิด

Authors

  • สุดารัตน์ แสงแก้ว Maejo University
  • ปิยวรรณ สิริประเสริฐศิลป์ Maejo University
  • ปรีดา ศรีนฤวรรณ Maejo University

Keywords:

Opinion Leaders, Marketing Influencers

Abstract

Opinion Leaders are individual who have an influence to others in social that has long been interested in marketing.  Their word-of-mouth activities have a great impact in the decision-making process which leads them to be a key person in the marketing strategies. Until now, there are still many mentions about them. Therefore, it is useful to present the meaning and the real beginning of the opinion leaders to the interested person. Furthermore, comparing differences between opinion leaders to other types of marketing influencers will bring greater clarity. This article based on a collection of research and credible articles. As a result, the content consists of the evolution of opinion leaders, summarizing about behaviors and motivations of opinion leaders, guidelines for identifying opinion leaders and recommendations for future research.

 

Author Biographies

สุดารัตน์ แสงแก้ว, Maejo University

Faculty of Business Administration.

ปิยวรรณ สิริประเสริฐศิลป์, Maejo University

Faculty of Business Administration.

ปรีดา ศรีนฤวรรณ, Maejo University

Faculty of Business Administration.

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Published

2018-10-22

How to Cite

แสงแก้ว ส., สิริประเสริฐศิลป์ ป., & ศรีนฤวรรณ ป. (2018). คุณลักษณะและความชัดเจนของผู้มีอิทธิพลทางการตลาด: กลุ่มผู้นำทางความคิด. Creative Business and Sustainability Journal, 40(3), 1–24. Retrieved from https://so01.tci-thaijo.org/index.php/CBSReview/article/view/151560