Influencers on Instagram: Antecedents and consequences of opinion leadership

Casaló, Luis V.; Flavián, Carlos; Ibáñez‐Sánchez, Sergio

doi:10.1016/j.jbusres.2018.07.005

Cited by 711 publications

(642 citation statements)

References 81 publications

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“…Although few researchers have examined SMIs’ taste leadership role, several have explored their opinion leadership role (Alves, Fernandes, & Raposo, ; Casaló et al, ; Lahuerta‐Otero & Cordero‐Gutiérrez, ; Song et al, ). According to Lyons and Henderson (), opinion leadership is an SMI's ability to influence the attitudes or behaviors of her/his audience via WOM communication.…”

Section: Hypotheses Developmentmentioning

confidence: 99%

“…Few have examined principal traits—what aspects or qualities of SMIs’ social media contents enable them to amass a large number of followers. Second, although SMIs’ contents consist of a constant stream of visual and verbal descriptions of their personal daily lives (Abidin, ), scholars have focused predominantly on one aspect of the attitudinal effect of SMIs’ influence attempts—the verbal effect of opinion leadership (Casaló, Flavián, & Ibáñez‐Sánchez, ; Song, Cho, & Kim, ; Uzunoğlu & Kip, ); accordingly, less is understood about the visual effect of taste leadership, defined as an SMI's ability to exhibit and define what is esthetically appealing through her/his social media content (McQuarrie, Miller, & Phillips, ). To provide a more holistic understanding of this phenomenon, we assign equal importance to both opinion and taste leadership in this study.…”

Section: Introductionmentioning

confidence: 99%

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The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic

Kim

2019

Psychology and Marketing

426

257

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We explore the mechanism through which social media influencers (SMIs) persuade consumers to adopt brands. Guided by the influence framework, we propose and test empirically SMIs' influence mechanism, which occurs in four principal stages: (a) a SMI's influence attempts (showcasing H1: attractive; H2: prestigious; H3 and H4: expert; H5: informative; and H6: interactive Instagram contents); (b) target consumers' attitudinal response to the influence exercised (evaluating the SMI as a H7: taste and H8: opinion leader); which, in turn, affects (c) the targets' desire to comply (the desire to mimic); and ultimately (d) their favorable behavioral outcomes (H9: social media word-of-mouth and H10: purchase intentions). On the basis of the survey data from 395 respondents, we used structural equation modeling to test our hypotheses and proposed model. We verified the robustness of our results using an ordered probit regression model and analyzed the mediating role of consumers' desire to mimic SMIs in the influence mechanism. Our results confirm that the five aspects of influencing posts affect consumers' attitudes positively and significantly, which in turn leads to positive behavioral outcomes through their desire to mimic SMIs. We discuss the results' important implications for both scholars and practitioners. K E Y W O R D Sdesire to mimic, influence mechanism, influencer marketing, instagram, purchase intentions, social media, social media influencers

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Section: Hypotheses Developmentmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic

Kim

2019

Psychology and Marketing

426

257

View full text Add to dashboard Cite

show abstract

“…In this sense, they have some similarities with celebrities. Digital influencers can also be considered online opinion leaders (Casaló, Flavián, & Ibánez-Sánchez, 2018). The literature has established that opinion leaders can influence others' behaviors due to their personal appeal or connection with their audience, as well as their specialized knowledge and/or authority on a given topic (e.g., Lin et al, 2018).…”

Section: Introductionmentioning

confidence: 99%

Antecedents and outcomes of digital influencer endorsement: An exploratory study

Torres

Augusto

Matos

2019

Psychology and Marketing

226

115

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The advertising and marketing literature have established that celebrity endorsements constitute an effective way to enhance attitudes toward brands and increase purchase intents. However, there are no relevant studies on digital influencers. This study addresses the research gap by examining the effect of digital influencers' attractiveness and the effect of the congruence between a digital influencer and a brand on consumer attitudes and purchase intentions. By applying structural equation modeling to a sample of 307 followers of digital influencers, a model was tested and group analysis was performed for two categories (“entertainment & video games” and “fashion & beauty”). The results show that both brand attitudes and purchase intentions are influenced by the digital influencer's attractiveness (which includes both likeability and familiarity) and by the congruence between the digital influencer and the brand. This study makes several contributions to both theory and practice, which are highlighted in this paper.

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“…In fact, the terms market maven and opinion leader are sometimes used interchangeably (Agopian, 2019). Nevertheless, opinion leaders are more domain specific (Dix, 2015;Casaló et al, 2018) and may have no social influence at all.…”

Section: Health E-mavens and Related Conceptsmentioning

confidence: 99%

Are Health e-Mavens the New Patient Influencers?

2020

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Even though the healthcare industry is usually considered a rather traditional and slowly evolving sector, change is happening. Digitalization is transforming the way of obtaining medical advice and treatment and the Internet has become a key source for the seeking of healthcare information. It has allowed people to turn into more active collaborators in matters of their own health by enabling them to easily search and share information with other patients. Although research points out the growing importance of usergenerated content in many sectors and its positive impact on information credibility, trust, engagement, and, ultimately, customer behavior (Malthouse et al., 2016), there is a lack of attention to this topic in healthcare. In this brief review, we address this gap by analyzing the role of health e-mavens, which are a particular type of influencers that possesses both expertise and online social influence. We lastly illustrate possible benefits of their impact on other to the different parties involved and affected by this phenomenon.

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Influencers on Instagram: Antecedents and consequences of opinion leadership

Cited by 711 publications

References 81 publications

The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic

The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic

Antecedents and outcomes of digital influencer endorsement: An exploratory study

Are Health e-Mavens the New Patient Influencers?

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