{"product_id":"opinion-leadership-joel-n-greene-9781733631938","title":"Opinion Leadership: The Power of Word-of-Mouth Influence and Persuasion","description":"\u003cp\u003e\u003cb\u003eHow Did AL Gore Change World Opinion About Climate Change?\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003eGore did something truly unique: he hired \u003cb\u003eOPINION LEADERS\u003c\/b\u003e to spread the word. He knew that \u003cb\u003eOPINION LEADERS\u003c\/b\u003e provide free word-of-mouth advertising that is unparalleled in terms of influencing and persuading consumers. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eMost consumers view OPINION LEADERS as honest, objective, sincere, and truthful sources of information. \u003c\/b\u003eBecause of this perception\u003cb\u003e, OPINION LEADERS\u003c\/b\u003e can influence what we buy, how we dress, who we vote for, what doctors we go to, as well as movies we choose to see, books we read, attitudes we have about climate change, and so on. \u003c\/p\u003e\u003cp\u003eDespite this importance, however, marketers and advertisers have faced significant obstacles when it comes to employing\u003cb\u003e OPINION LEADERSHIP \u003c\/b\u003ein the promotion of their products and services.\u003c\/p\u003e\u003cp\u003e\u003cb\u003eOPINION LEADERSHIP: THE POWER OF WORD-OF-MOUTH PERSUASION AND INFLUENCE \u003c\/b\u003eis the first book that explores the major problems that have plagued the promotional use of \u003cb\u003eOPINION LEADERSHIP\u003c\/b\u003e today. The book demonstrates that the most commonly used self-report measures of \u003cb\u003eOPINION LEADERSHIP\u003c\/b\u003e, which rely on memory and recall, ultimately fail to identify who \u003cb\u003eOPINION LEADERS\u003c\/b\u003e are, because such scales are notoriously prone to error and inaccuracy.\u003cb\u003e \u003c\/b\u003e\u003c\/p\u003e\u003cp\u003eThe book introduces \u003cb\u003eTHE PERSONAL CONSTRUCT THEORY OF OPINION LEADERSHIP\u003c\/b\u003e, the world's first comprehensive and reliable explanation of \u003cb\u003eOPINION LEADERSHIP\u003c\/b\u003e that not only identifies who opinion leaders are, but also predicts who they will be. Equally important, book introduces a powerful personality-based measure of \u003cb\u003eOPINION LEADERSHIP\u003c\/b\u003e with a 95% accuracy.\u003c\/p\u003e\u003cp\u003eFor marketers and advertisers, \u003cb\u003e OPINON LEADERSHIP: The Power of Word-of-Mouth Influence and Persuasion\u003c\/b\u003e is a treasure trove of information that shows us how to harness the persuasive power and influence of opinion leaders in order to drive consumer sales.\u003c\/p\u003e\u003cp\u003eAs always, your comments are welcomed by the author in order to improve future editions of this ground-breaking work on \u003cb\u003eOPINION LEADERSHIP\u003c\/b\u003e.\u003c\/p\u003e\u003cp\u003ePlease scroll up and order your copy today, if you subscribe to Kindle Unlimited, you can immediately download a digital copy for free! \u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Joel N. Greene\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 1733631933\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9781733631938\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Scuppernong House\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 07\/22\/2019\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 182\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.48lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 8.50h x 5.50w x 0.39d","brand":"Joel N. Greene","offers":[{"title":"Paperback","offer_id":48873772646655,"sku":"9781733631938","price":12.99,"currency_code":"USD","in_stock":true}],"url":"https:\/\/www.whiterainbookhouse.com\/products\/opinion-leadership-joel-n-greene-9781733631938","provider":"WR Book House","version":"1.0","type":"link"}