Influence of opinion leadership identification criteria: The purchase of smartphones

Romero-Rodríguez, Margarita E.; Donate, María Carolina Rodríguez; Hernández-García, María-Salomé; Rodríguez-Brito, María Gracia

doi:10.1016/j.jretconser.2020.102155

Cited by 6 publications

(6 citation statements)

References 34 publications

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“…Yuan et al (2022) further noted that strong opinion leadership can also increase social media traffic. Previous research supports the notion that opinion leadership can also influence purchase intention (Farivar et al, 2021;Farivar & Wang, 2022;Romero-Rodríguez et al, 2020). Therefore, it can be concluded as follows: H1: Opinion leadership has a positive effect on purchase intention…”

Section: Opinion Leadership On Purchase Intentionsupporting

confidence: 59%

“…When influencers possess strong opinion leadership, consumers perceive them as having trustworthy information, as observed by López et al (2022). These influencers are known for their expertise in their respective fields and willingness to share their knowledge on social media platforms, as confirmed by Romero-Rodríguez et al (2020). To attain the status of an opinion leader, one must create unique and original content, as emphasized by Casaló et al (2020).…”

Section: Opinion Leadership On Purchase Intentionmentioning

confidence: 98%

“…Companies often collaborate with influencers to review products before releasing them to the market. This partnership allows influencers to express their opinions, contribute to product improvements, and share their perspectives on social media (Romero-Rodríguez et al, 2020). In addition to their expertise, influencers' credibility has a significant impact on consumers.…”

Section: Introductionmentioning

confidence: 99%

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A Source Effect Theory Perspective on How Opinion Leadership, Parasocial Relationship, and Credibility Influencers Affect Purchase Intention

Yudha

2023

J. Theor. Appl. Manage.

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Objective: Influencers are known to have a solid influence on generating purchase intentions in consumers. Therefore, this study aims to examine the effect of opinion leadership, parasocial relationships, and credibility identified through the variables of attractiveness, trust, and expertise on purchase intentions. Design/Methods/Approach: 206 individuals who follow food vlogger influencers were surveyed for this study. The data analysis was carried out using GSCA SEM with GSCA pro software, and the mediation test was conducted through the Sobel test. Findings: The results indicate that opinion leadership and parasocial relationships have a positive impact on purchase intention. In addition, attractiveness and trustworthiness can also influence purchase intention through parasocial relationships. However, it was observed that the expertise variable did not directly or indirectly affect purchase intention. Originality: In this study, variables are utilized based on source effect theory to facilitate the contribution of the results to the advancement of marketing theory and science, specifically in the field of influencer marketing. Practical/Policy implication: For marketers, selecting influencers who wield substantial influence over their audience and have forged robust relationships with them is crucial. These influencers are renowned for their opinion leadership and parasocial connections, making them ideal for promoting products or brands.

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Section: Opinion Leadership On Purchase Intentionsupporting

confidence: 59%

Section: Opinion Leadership On Purchase Intentionmentioning

confidence: 98%

Section: Introductionmentioning

confidence: 99%

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A Source Effect Theory Perspective on How Opinion Leadership, Parasocial Relationship, and Credibility Influencers Affect Purchase Intention

Yudha

2023

J. Theor. Appl. Manage.

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“…An opinion leader refers to a person who often provides information and exerts influence on other audiences in interpersonal communication network, and plays two important roles of "information intermediary" and "influence" [1][2].Previous studies mainly from three dimensions of activity, centricity, and intermediary index system of competence of opinion leaders to build [3][4], activity reflects the opinion leaders in the process of information dissemination activity, centricity reflect the opinion leaders information production capacity and production quality, the intermediary reflects the opinion leader ability to filter information and control connection.…”

Section: Methodsmentioning

confidence: 99%

Research on the Competence of Opinion Leaders of Electronic Products Based on DANP

Zhang

Huang

2021

E3S Web Conf.

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In order to help enterprises to identify the opinion leaders of electronic products, reduce the cost of buyers and sellers satisfied with the deal, this article from the perspective of victory force elements, opinion leader of electronic products, which can identify the key elements to build the evaluation index system of electronic products of opinion leaders, according to the DEMATEL-Basd Analytic Network Process (DANP) method for empirical research. The results show that there is a mutual influence relationship between the competency factors of opinion leaders of electronic products. Among them, activity is the most important competency factor, and centrality has the greatest influence on other competency factors. Based on this study, management suggestions are put forward for marketers.

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“…Millennials and Gen Z are known as “digital natives” (Svantesdotter et al , 2017, p.12) as both generations were raised in an online world (Hall and Towers, 2017; Smith, 2019). These individuals regularly use online channels to communicate with peers (Glasheen, 2021) including while shopping (Anusha et al , 2020), engage in opinion leadership activities (Romero-Rodríguez et al , 2020) at higher rates than other generations (Loranger and Dorie, 2018), and are also known to be pessimistic about brand-generated messaging, demanding genuine brand connections (Glasheen, 2021). They apportion more importance to online opinions, seeing these as reliable and authentic (Anusha et al , 2020).…”

Section: Review Of Literaturementioning

confidence: 99%

Word on the street: apparel-related critical incidents leading to eWOM and channel behaviour among millennial and Gen Z consumers

Dorie,

Loranger

2024

JCM

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Purpose The purpose of this study is to investigate characteristics of apparel-related critical incidents that motivate both Generation Z and Y consumers to share electronic word-of-mouth (eWOM) via specific online channels. Design/methodology/approach The current research used an exploratory mixed-methods approach. Findings Qualitative findings of critical incidents revealed that the main situations that led to the spread of eWOM involved new purchases (49%), product quality (21%), pricing and promotions (19%), complaints (9%) and brand content (48%). Participants were motivated to spread information about the critical incidents by a desire to connect with friends and family (83%), help others (37%), influence others (48%) and express brand loyalty (32%). Quantitative results indicated significant relationships between critical incidents, motivations and eWOM channel choice. Research limitations/implications This study has theoretical implications for apparel researchers attempting to gain insight into critical incidents that motivate consumers to engage in eWOM on specific channels in a positive or negative manner. Practical implications These findings are important for marketers as it appears that brand content does an efficient job at driving engagement on SM; marketers need to increase efforts to engage with consumers via feedback on websites, as this is an opportunity to counteract negative experiences and retain consumers’ loyalty. Originality/value To the best of the authors’ knowledge, the current research is the first to extend theories of communication and motivation to connect critical incidents with situational intrinsic and extrinsic motivations for spreading eWOM via online channels for Millennial and Generation Z consumers.

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Influence of opinion leadership identification criteria: The purchase of smartphones

Cited by 6 publications

References 34 publications

A Source Effect Theory Perspective on How Opinion Leadership, Parasocial Relationship, and Credibility Influencers Affect Purchase Intention

A Source Effect Theory Perspective on How Opinion Leadership, Parasocial Relationship, and Credibility Influencers Affect Purchase Intention

Research on the Competence of Opinion Leaders of Electronic Products Based on DANP

Word on the street: apparel-related critical incidents leading to eWOM and channel behaviour among millennial and Gen Z consumers

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