 Influencers on Instagram: Antecedents and consequences of opinion leadershipLuis V. Casaló, Carlos Flavián () and Sergio Ibáñez-Sánchez Journal of Business Research, 2020, vol. 117, issue C, 510-519 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. Keywords: Instagram; Opinion leadership; Fashion industry; Originality; Uniqueness; Consumer behavioral intentions (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:117:y:2020:i:c:p:510-519 DOI: 10.1016/j.jbusres.2018.07.005 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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