Influencers on Instagram: Antecedents and consequences of opinion leadership
By Luis Vicente Casaló, Carlos Flavián, Sergio Ibáñez-Sánchez. 2020
1,191 citations recorded by the source corpus.
Abstract Opinion leaders are important sources of advice for other consumers. Instagram is the most used platform by opinion leaders in the fashion industry, and this trend is expected to continue in the near future. This study aims to identify some key antecedents and consequences of opinion leadership in this context. Our results, based on data collected from 808 followers of a fashion focused Instagram account, suggest that originality and uniqueness are crucial factors if a user is to be perceived as an opinion leader on Instagram. In addition, opinion leadership influences consumer behavioral intentions toward both the influencer (intention to interact in the account and recommend it) and the fashion industry (intention to follow fashion advice posted). Finally, the perceived fit of the account with the consumer's personality strengthens the influence of opinion leadership on the intention to follow published advice. These results have interesting implications for the fashion industry.
Subfields: Information Systems and Management, Marketing, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/210d3fd19e596f0a80487e3f7687df8b18c6b7fe
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Citations in the corpus
- The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention (2019, neutral): “…recognized as online opinion leaders (Childers et al ., 2018; Li & Du, 2011; Uzunoğlu & Kip, 2014), but paradoxically very few studies have been undertaken on digital influencers from an opinion leader perspective (e.g., Casaló et al ., 2018; De Veirman et al ., 2017; Li & Du, 2011; Magno, 2017).”