Instagram influencers: the role of opinion leadership in consumers’ purchase behavior

Fakhreddin, Farbod and Foroudi, Pantea ORCID: https://orcid.org/0000-0003-4000-7023 (2021) Instagram influencers: the role of opinion leadership in consumers’ purchase behavior. Journal of Promotion Management . ISSN 1049-6491 [Article] (Accepted/In press)

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Abstract

Instagram has gained momentum in influencer marketing for cosmetic products. This study aims to examine the antecedents of social media opinion leadership and its effects on consumers’ actual purchase behavior. The results based on a sample of 223 followers reveal that originality, quality, and quantity are essential elements leading a user to be perceived as an opinion leader. Besides, opinion leadership impacts consumers’ purchase intention, actual purchase behavior, and purchase loyalty. These findings deepen our understanding of the effects of opinion leadership on consumers’ purchase decisions. Moreover, the findings have beneficial implications for developing effective social media marketing communication strategies.

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 33253
Useful Links:
Depositing User: Pantea Foroudi
Date Deposited: 17 May 2021 13:50
Last Modified: 30 Sep 2021 16:17
URI: https://eprints.mdx.ac.uk/id/eprint/33253

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