OPINION LEADERS AND THEIR INFLUENCE ON CONSUMER PURCHASING BEHAVIOR IN SAUDI ARABIA

Current thinking on opinion leaders varies with respect to key features distinguishing these individuals. Some studies emphasize influence as the crucial determinant, others stress knowledge, and still others focus primarily on information transmission. Most research, however, see a combination of knowledge or expertise and influence as characterizing the opinion leader. From a marketing perspective in some product categories, opinion leaders appear to be more knowledgeable about and involved with the product class. This study examines the existence of TV opinion leadership and the purchasing of TV sets in Saudi Arabia, and the characteristics opinion leaders and non-leaders have. In addition, the study re-examines the Two-Step Flow model to assess its validity in Saudi Arabia. The findings reported in this article indicated that the concept of TV opinion leadership exists in Saudi Arabia. And those opinion leaders were more likely to have some social characteristics than followers. In addition, those opinion leaders were found to be both information givers and seekers. The validity of the Two-Step Flow model of communication was also re-examined in Saudi Arabia. The findings support the existing literature on the inaccuracy of this model and, therefore, a multi-step model of communication would be relevant for the Saudi context.