Can Opinion Leader Influences the Purchase Intension of Online Consumer

Meng, Fei; Wei, Jianliang

doi:10.14257/ijunesst.2016.9.1.38

Cited by 5 publications

(5 citation statements)

References 6 publications

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“…Online influencer marketing can be regarded as word-of-mouth in online platforms, and it relies on recommendations and endorsements to improve the effectiveness of persuasion. Online influencers are usually regarded as opinion leaders who possess a strong public reputation and familiarity (Meng and Wei, 2016). The use of online influencer marketing can encourage conversation between brands and its online users, which can eventually influence the consumer decision-making process (Roberts, 2010;Padgett, 2016).…”

Section: Introductionmentioning

confidence: 99%

Who to find to endorse? Evaluation of online influencers among young consumers and its implications for effective influencer marketing

Tsen

Cheng

2021

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Purpose This study aims to identify the dimensions used by young consumers to evaluate effective online influencers; determine the impact of demographic segmentation – that is, gender, behavioral segmentation and whether young consumers often follow the advice of online influencers to make a purchase – on the evaluative dimensions. The results will inform advertisers regarding the types of online influencers that they should feature to endorse their products to create desirable promotion effects. Design/methodology/approach This study adopted a multistage method. This study first conducted eight focus groups with 48 participants between 18 and 24 years of age to explore their evaluation of online influencers. This study then conducted a survey with a questionnaire developed from the focus group results. This study used convenience sampling and administered the questionnaire to 475 participants (mean age, 19.5 years). Findings The results of factor analysis revealed seven dimensions used by young consumers to evaluate online influencers. The most salient dimensions were credibility, appearance and content production techniques. The results of t-testing also show that gender and behavioral segmentation variables had an impact on these evaluative dimensions in the four tested product categories. Practical implications This study provides advertisers with a set of criteria to select appropriate online influencers in various advertising settings, such as the promotion of gender-specific products, and in various product categories that target young consumer markets. Originality/value To the best of the authors’ knowledge, this is the first study to examine the dimensions used by young consumers to evaluative online influencers in relation to product endorsement.

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Section: Introductionmentioning

confidence: 99%

Who to find to endorse? Evaluation of online influencers among young consumers and its implications for effective influencer marketing

Tsen

Cheng

2021

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“…This is exactly the performance of internet celebrity in the field of interest, reflecting internet celebrity's concern and preference for products (Goldsmith, Flynn, & Goldsmith, 2003). Product involvement of internet celebrity has a significant positive impact on consumer trust (Wei & Meng, 2016). In addition, travel is a product purchased by tourists, and travel involvement has a significant positive impact on the destination experience (Ferns & Walls, 2012).…”

Section: Source Credibility and Relationship Qualitymentioning

confidence: 86%

“…The interaction of internet celebrity has a significant positive effect on consumer trust (Wei & Meng, 2016). Consumers may be affected by internet celebrity.…”

Section: Source Credibility and Relationship Qualitymentioning

confidence: 97%

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Accelerating the Social Media Process: The Impact of Internet Celebrity Word-of-Mouth Communication and Relationship Quality on Consumer Information Sharing

Liu¹,

Fang²

2020

IJHRS

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With the rapid development of "Internet plus", the number of Internet users in China has increased rapidly, and the number of active users of social media software ranks first in the world. Large Numbers of network users are also potential consumer groups. Social media influences other consumers through consumer interaction and social interaction, and consumers are transformed into active information acquisition rather than passive information reception. Word of mouth marketing on social media has become one of the hottest research fields. Based on the information adoption model, this study explores the impact of internet celebrity word-of-mouth communication on consumer information sharing from four dimensions: internet celebrity word-of-mouth communication, relationship quality, face consciousness, and consumer information sharing and establishes a research model to provide references and suggestions for subsequent researchers and enterprise management.

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“…Esta perspetiva colaborativa pode ser assumida de duas formas: a colaboração que os influenciadores prestam às marcas de modo a divulgar produtos e serviços; e a colaboração prestada pelos seguidores através das interações como os comentários ou os likes. Estas situações fazem-nos concordar com Meng (2016) quando defende que os utilizadores sentem uma maior confiança num influenciador digital do que em campanhas tradicionais de marketing [18]. O comportamento surge da democratização da comunicação online em que todos os utilizadores são criadores e consumidores de conteúdo.…”

Section: Influenciadores Digitaisunclassified

Digital Influencers and Portuguese Followers: The Cameron Dallas Case

Teodoro

Alturas

Pinheiro

2019

2019 14th Iberian Conference on Information Systems and Technologies (CISTI)

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Resumo -As redes sociais assumem, desde finais do século XX, um papel de referência quando falamos de meios de comunicação. O conteúdo é espalhado de forma rápida e personalizada e o utilizador é, ao mesmo tempo, criador e recetor de conteúdo. Nesta perspetiva, os influenciadores digitais assumem um papel importante na divulgação das marcas. São indivíduos que se aproximam do público, garantindo uma maior confiança na marca ou produto que estão a divulgar, algo que não acontece na publicidade dita tradicional (televisão, rádio ou jornais). Somando, os influenciadores digitais assumem um papel importante na criação de laços. Através de um inquérito por questionário, quisemos saber a importância psicossocial de Cameron Dallas para os seus seguidores portugueses. Os resultados mostram-nos que o influenciador em questão assume uma considerável importância quando falamos em criar e/ou estreitar relações.

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Can Opinion Leader Influences the Purchase Intension of Online Consumer

Abstract: Abstract

Cited by 5 publications

References 6 publications

Who to find to endorse? Evaluation of online influencers among young consumers and its implications for effective influencer marketing

Who to find to endorse? Evaluation of online influencers among young consumers and its implications for effective influencer marketing

Accelerating the Social Media Process: The Impact of Internet Celebrity Word-of-Mouth Communication and Relationship Quality on Consumer Information Sharing

Digital Influencers and Portuguese Followers: The Cameron Dallas Case

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