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

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.

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