Online opinion leaders and their influence on purchase intentions

Haron, Haryani; Johar, Erny Hayati; Ramli, Zarifah Fadilah

doi:10.1109/ic3e.2016.8009059

Cited by 15 publications

(21 citation statements)

References 17 publications

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“…Trust in an influencer has been found to positively influence purchase intention in the context of online shopping (Hsu et al , 2013). Similar findings were produced by Haron et al (2016) in relation to influencers characterized as opinion leaders in the context of fashion, skincare, gadgets and foodstuffs.…”

Section: Hypothesis Developmentsupporting

confidence: 76%

“…However, other findings partly contradict the abovementioned effects. In the abovementioned work of Haron et al (2016), influencers’ expertise had no effect on purchase intention . Wu and Lee (2012) could not demonstrate an effect of the trustworthiness of blogs on purchase intention in the context of beauty and medical products.…”

Section: Hypothesis Developmentmentioning

confidence: 88%

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Attractiveness, trustworthiness and expertise – social influencers’ winning formula?

Wiedmann

Mettenheim

2020

JPBM

221

118

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Purpose The importance of influencer marketing is constantly growing. However, little empirical research has examined influencers’ success requirements. This study aims to fill this gap by exploring whether the requirements of influencers’ attractiveness, expertise and trustworthiness are relevant for online influencer campaigns. An entry-level luxury fashion brand is the focus of the experiment. Design/methodology/approach A total of 288 participants completed an online survey evaluating the profiles of influencers who varied in terms of the three abovementioned requirements. The impacts of these requirements on brand image, brand satisfaction and brand trust as well as purchase intention and price premium were tested via structural equation modeling. Findings The results show that the most important requirement is trustworthiness, followed by attractiveness; surprisingly, the relevance of expertise is virtually nil. Research limitations/implications To date, practitioners are still struggling with the success requirements of influencer marketing. They have focused on traditional advertising models and numeric requirements such as the amount of followers. However, regarding merely these requirements can result in wrong decisions. Considering the two requirements, attractiveness and trustworthiness, in a stronger way can provide a remedy to this struggle. In future research, the relevance of the requirements in different involvement conditions and for non-attractiveness-related products might be investigated. Originality/value To the best of the authors’ knowledge, this study is one of the first to explore the success requirements that are directly related to influencers (e.g. attractiveness) rather than numeric requirements of their profiles (e.g. page rank) and the impacts of those requirements on brand image, brand satisfaction and brand trust as well as purchase intention and price premium. It adapts the Source-Credibility Model for influencers and shows that its requirements interact in a unique way that is counterintuitive and different from other endorser types such as celebrities or salespersons.

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Section: Hypothesis Developmentsupporting

confidence: 76%

Section: Hypothesis Developmentmentioning

confidence: 88%

Attractiveness, trustworthiness and expertise – social influencers’ winning formula?

Wiedmann

Mettenheim

2020

JPBM

221

118

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“…[13] identified five types of brand community members namely learners, pragmatists, activists, opinion leaders and evangelists. Opinion leaders play an important role in promoting product or brand-related information to consumer partners [14], publish information and influence public opinion on the microblog platform [15] attitude building [16] branding with relevant content support [17]. Therefore opinion leaders are used to promote products value and experimental (hedonic) and functional (utilitarian) services in various online forums [18] because Opinion Leaders' personal characteristics facilitate their commitment to the behavior of sharing brand content [19] plus the perception of popularity caused by influencers increases leadership opinions [20] Opinion leaders according to Oetting, M., [21] want to be heard by brands, so giving them a space in the company such as listening to their opinions and criticisms is a brand effort to prove that their opinions are important and give them strong reasons to spread the information.…”

Section: Resultsmentioning

confidence: 99%

Communitization Management in Kulina to Increase Customer After Rebranding

Sudiwijaya¹,

Ambardi²

2020

Proceedings of the 2nd Jogjakarta Communication Conference (JCC 2020)

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The background of this research comprises 1. Social media that gives customers the opportunity to interact with brands can be used to build long-term relationships. 2. consummers want to connect with other consumers not with companies 3. culinary sub-sector records a 41% contribution to the creative economy's gross domestic product 4. Playing in the same niche, Kulina is founded in 2015 as a culinary information broker 5. In September 2017 Kulina re-brands with a focus on selling one-day service, by contributing 60% of new customers to equal Berrykitchen's daily order number of 3,000 orders per day in January 2018. The statement of the problem in this research relies on how does Kulina manage 60% of new customers to increase sales after rebranding? This research is qualitatively designed. with descriptive analysis methods. The research data which is used is descriptive research data, where the researcher collects data through field study techniques (interviews, observation, and document collection). The result reveals, peer to peer relationship is developed into a sharing community by empowering customers through collaboration with customers that is happened organically and non-organically.

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“…While traditional opinion leaders communicate with a limited number of acquaintances and influence their purchases, online opinion leaders can encounter an unlimited global audience with more diverse social connections and weaker relationships [51,52]. Many studies agree that online opinion leadership involves eWOM delivered in the form of writing, video, pictures, emoticons, or emojis [51], and influences consumer behavioral intentions such as intention to interact in the account and follow posted fashion advice [1] as well as intention to purchase [2]. However, Zhang et al found that only the participation of ordinary users can create broad coverage of a trend in online social media, while opinion leaders can start diffusion locally [53].…”

Section: Consumer Smartnessmentioning

confidence: 99%

“…First, earlier studies viewed unique consumers as individuals with a particular role, and did not pay attention to the expanded multiple roles of today's consumers; for example, opinion leaders as important sources of advice for other consumers [1][2][3][4], innovative consumers as adopters of new products [5][6][7], lead users as partners for co-creation [8][9][10], savvy consumers improving the effectiveness of online shopping [11,12], and market mavens diffusing marketplace information [13,14] in the online market environment.…”

Section: Introductionmentioning

confidence: 99%

Smart Consumers: A New Segment for Sustainable Digital Retailing in Korea

Ahn

2020

Sustainability

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Today’s smart consumers are intelligent consumers with multiple roles in the digital consumption environment. Consumer smartness refers to the multi-dimensional qualities that support various roles. Aiming to discover who the smart consumers are in the digital consumption context, this study classifies consumer segments based on consumer smartness and explores each segment’s profile in terms of demographic and behavioral characteristics. Using the data of 541 adult consumers, a clustering analysis generated four optimal clusters: Go-getters, Socialites, Realists, and Shopping-pococurante. Consumers with a higher level of consumer smartness were likely to have stronger shopping and sharing intentions, which indicates that smart consumers are active entities in the digital consumption context. This is the first attempt to segment today’s consumers carrying out multiple roles based on the concept of consumer smartness.

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Online opinion leaders and their influence on purchase intentions

Cited by 15 publications

References 17 publications

Attractiveness, trustworthiness and expertise – social influencers’ winning formula?

Attractiveness, trustworthiness and expertise – social influencers’ winning formula?

Communitization Management in Kulina to Increase Customer After Rebranding

Smart Consumers: A New Segment for Sustainable Digital Retailing in Korea

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