Types of communication and process models of personal influence
The article considers personal influence in the form of leaders of opinions when a consumer makes a decision to purchase a product or service, describes situations where personal influence is most effective. Special attention is paid to the analysis of three models of the spread of personal influence: overflow (trickle down model), two-stage distribution (two-step flow model) and multistage distribution (model of multistage interaction). The author also describes the ways of analysis and stimulation of personal influence by the company.