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
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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;
Single Trait versus Multi-Trait Opinion Leadership Models
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DOI: 10.1080/10570314.2024.2351611
Abstract: The superdiffuser model identifies a particular kind of opinion leader, those with three different traits beneficial to opinion leadership: connectedness, persuasiveness, and mavenness. Two other models of opinion leadership (strength of personality and generalized opinion… read more here.
Keywords: opinion leadership; multi trait; opinion; single trait ... See more keywords
Navigating disruptions in the health industry: how firms can leverage online opinion leadership to drive health behaviors
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DOI: 10.1108/ejm-06-2024-0513
Abstract: This study aims to investigate the disruptive impact of firm-led influencer marketing on promoting health behaviors, examining how firms can leverage online opinion leadership to drive consumer health behavior and navigate the complex and evolving… read more here.
Keywords: opinion leadership; health; health behaviors; online opinion ... See more keywords
Fulfill obligation toward nature and consume together: unraveling the influence of social media opinion leadership on collaborative consumption
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DOI: 10.1108/jstp-05-2024-0150
Abstract: PurposeIn the present work, we aim to investigate the direct and indirect, via consumer sense of obligation toward the natural environment (SONE), roles of social media opinion leadership in shaping consumers’ collaborative consumption behavior. The… read more here.
Keywords: collaborative consumption; opinion leadership; opinion; social media ... See more keywords