When Opinion Leaders Endorse Products — What Marketers Take Advantage of and Consumers Misconceive
Bibliographic record
Abstract
This conceptual paper explores the influence of opinion leaders, the elements of credibility, and draws on endorsement literature to illustrate how opinion leaders are perceived as credible sources in the market. The paper proposes a new type of opinion leader — the celebrity expert endorser (CEE). The CEE is characterized by the typical opinion leader behaviour in the form of information dissemination and the inherent motivation to collect information to pass it on to opinion seekers. However, the CEE also cooperates with marketers, manufacturers, and corporations and engages in some form of endorsement. As a result, the CEE walks a fine line between opinion leadership and endorsement, which makes it difficult for consumers to interpret the disseminated information. Two marketing strategies, representing common practices in the industry, serve as examples of how marketers utilize the influence of opinion leaders and how these strategies lead to distorted perceptions of consumers.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.007 | 0.041 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.001 | 0.004 |
| Scholarly communication | 0.006 | 0.008 |
| Open science | 0.001 | 0.002 |
| Research integrity | 0.002 | 0.002 |
| Insufficient payload (model declined to judge) | 0.003 | 0.001 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".