Study on the Impacts of Opinion Leader in Online Consuming Decision

Meng, Fei; Wei, Jianliang; Zhu, Qinghua

doi:10.1109/ijcss.2011.79

Cited by 13 publications

(10 citation statements)

References 16 publications

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“…They can influence people in three main ways: serving as a model to be copied, through word-of-mouth advertising, or by giving advice on purchase and use (Merwe & Heerden, 2009). Digital opinion leaders attract a lot of attention from internet users and play a key role in word-of-mouth advertising, generating messages and content of use to other people (Meng, Wei & Zhu, 2011), influencing people's attitudes.…”

Section: Opinion Leadership Behavior and Social Mediamentioning

confidence: 99%

The effects of social media opinion leaders’ recommendations on followers’ intention to buy

Nunes

Ferreira

Freitas

et al. 2018

RBGN

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Purpose -The objective of this study is to investigate how consumers are influenced in their intention to buy after having access -within social media -to persuasive messages sent out by digital opinion leaders.Design/methodology/approach -Data collection carried out via survey and data analysis carried out with the use of structural equation modeling.Findings -Digital opinion leaders capable of generating persuasive messages can change the attitudes of followers and make them accept the information provided, influencing their intention to buy evaluated products.Originality/value -The results show that it was possible to verify the direct and positive relationship between the persuasiveness of a message and the acceptance of the information contained in this message, while also indicating a significant relationship between the persuasiveness of the message and attitude change in relation to the purchase of goods evaluated by it. This highlights the relevance of these digital opinion leaders to the definition of marketing strategies by companies.

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Section: Opinion Leadership Behavior and Social Mediamentioning

confidence: 99%

The effects of social media opinion leaders’ recommendations on followers’ intention to buy

Nunes

Ferreira

Freitas

et al. 2018

RBGN

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“…The vertical flow of Figure 1 demonstrates that user attention is seized though exposure of promotional messages in the form of photos posted by bloggers and vloggers (digital influencers) on Instagram. These influential people attract a lot of attention from internet users and play a key role in word-ofmouth advertising, generating messages and content of use for other people (Meng et al, 2011). For instance, Instagram is one of the digital social media platforms that is being used mostly by opinion leaders to express their opinions about products and services via sharing photos and short videos (Silva et al, 2013).…”

Section: New Consumption Behavior Model (Dual Aisas) Decision Processes and Hypotheses Developmentmentioning

confidence: 99%

Investigating the impact of digital influencers on consumer decision-making and content outreach: using dual AISAS model

Javed

Rashidin

Xiao

2021

Economic Research-Ekonomska Istraživanja

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With exponential rise of social media, marketers identify the power and effectiveness of influencer's advertising on social networking site (SNS). Despite comprehensive understanding of the effects of influencers, their outreach to large audience is yet to be addressed. In this article, we have investigated the effects of fashion influencers on consumers' decision-making processes and their content outreach on Instagram by embracing new behavioral consumption model 'dual AISAS model', which is upgraded version of AISAS Model. It is based on theoretical grounding theory of buying behavior and multi-step flow theory. Both offline and online surveys were conducted involving 969 Pakistan Instagram users following digital influencers. Valid data was assessed and analyzed through structural equation modeling. Our findings demonstrate that every path in dual AISAS model is found significant and have profound effect. It reveals that fashion influencers exert powerful influence on consumers' decision-making process. Being so influential, they grab the consumers' attention immediately, engage them, and get wider outreach by upturn in consumer intention in order to spread the fashion content within private networks as well as extended networks. The findings hold robust implications to both theory and practice. Some limitations of the present study offer boulevards to future scholars.

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“…Meng, Wei & Zhu research found that opinion leaders can have a significant impact on the promotion and delivery of goods and services through various communication channels [2]. At the same time, opinion leaders use their reputation and professionalism to influence consumers.…”

Section: Concept and Development Of Opinion Leadersmentioning

confidence: 99%

Research on the Influence of Opinion Leaders on the Consumer Willingness of Post-90s and Post-00s

Wang¹

2021

Proceedings of the 6th Annual International Conference on Social Science and Contemporary Humanity Development (SSCHD 2020)

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This article explores whether and how the characteristics of opinion leaders and the quality of the information they convey affect the willingness to spend on overseas shopping in the post-90s and post-00s. Through factor analysis and Logit regression analysis, it is found that the popularity and professionalism of opinion leaders in this field has a significant positive impact on the consumption willingness of post-90s and post-00s; the quality of the information transmitted by opinion leaders has a positive impact on the consumption willingness of post-90s and post-00s. Significantly positive impact. Based on the research done, we put forward targeted suggestions on cross-border e-commerce platforms and settled companies, and attach importance to the influence of opinion leaders on consumers born in the 90s and 00s; enhance the visibility, professionalism and quality of information delivered by opinion leaders in this field, and play the leading role of opinion leaders and the function of stimulating consumption.

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Study on the Impacts of Opinion Leader in Online Consuming Decision

Cited by 13 publications

References 16 publications

The effects of social media opinion leaders’ recommendations on followers’ intention to buy

The effects of social media opinion leaders’ recommendations on followers’ intention to buy

Investigating the impact of digital influencers on consumer decision-making and content outreach: using dual AISAS model

Research on the Influence of Opinion Leaders on the Consumer Willingness of Post-90s and Post-00s

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