Influencers on Instagram: Antecedents and consequences of opinion leadership
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DOI: 10.1016/j.jbusres.2018.07.005
Abstract: Abstract Opinion leaders are important sources of advice for other consumers. Instagram is the most used platform by opinion leaders in the fashion industry, and this trend is expected to continue in the near future.… read more here.
Keywords: antecedents consequences; opinion leadership; consequences opinion; opinion ... See more keywords
Opinion leadership vs. para-social relationship: Key factors in influencer marketing
Sign Up to like & getrecommendations! Published in 2020 at "Journal of Retailing and Consumer Services"
DOI: 10.1016/j.jretconser.2020.102371
Abstract: Abstract The literature on influencer marketing has identified opinion leadership of influencers and parasocial relationship with influencers as two focal constructs affecting followers' purchase intention; yet they are only studied in isolation. This research aims… read more here.
Keywords: relationship; opinion leadership; influencer marketing;