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

Article


Fakhreddin, F. and Foroudi, P. 2022. Instagram influencers: the role of opinion leadership in consumers’ purchase behavior. Journal of Promotion Management. 28 (6), pp. 795-825. https://doi.org/10.1080/10496491.2021.2015515
TypeArticle
TitleInstagram influencers: the role of opinion leadership in consumers’ purchase behavior
AuthorsFakhreddin, F. and Foroudi, P.
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.

PublisherTaylor and Francis
JournalJournal of Promotion Management
ISSN1049-6491
Electronic1540-7594
Publication dates
Online16 Dec 2021
Print18 Aug 2022
Publication process dates
Deposited17 May 2021
Submitted06 Nov 2020
Accepted17 May 2021
Output statusPublished
Accepted author manuscript
Copyright Statement

This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Promotion Management on 16 Dec 2021, available online: http://www.tandfonline.com/10.1080/10496491.2021.2015515

Digital Object Identifier (DOI)https://doi.org/10.1080/10496491.2021.2015515
LanguageEnglish
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