Celebrity Fitness - Opinion Leadership and Consumer Behaviour

Opinion leaders are "trusted" and informed people who exist in virtually all primary groups. Because they are "models" of opinion, they can be major influencers on a marketing effort through word-of-mouth communication (WOM) to circles of relatives, friends, and acquaintances among traditional as well as social media circles (E-WOM).

Opinion leaders are the fastest to receive the word-of-mouth information from mass media, and who interpret the information with or without their own subject ideas and spread the information to others. Their opinions are representative and that they have an important influence on the surrounding friends and relatives. Opinion leaders are individuals who take central places in a community and whose verbal and physical characteristics has had a huge impact on others. Hence, marketers are interested to utilizing the opinion leaders as an important approach to affect the potential consumers, how to identify them has become one of the hottest topics in the related fields of consumer behavior

Recently, the Malaysia government and the Ministry of Health (MOH) have allowed that gyms and fitness center can re-opened with strict SOP and MOH guidelines. Some members of the fitness center may be looking forward to it, whilst others may feel it is too risky to go to the gym. Suppose you are the marketing executive of a fitness center, and you have been instructed by the management to give a company presentation covering the following areas:

1. Evaluate ANY FIVE (5) important behavioral profile of opinion leaders for a fitness center.

1. Explain FIVE (5) psychological factors influencing the consumer behavior of gym/fitness center members. I. Motivation II. Lifestyle III. Attitude IV. Perception V. Learning