Influencers who most engage on Instagram. The effect of their expertise, taste leadership and opinion leadership on their followers’ behavioural intentions
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Published
31-05-2023
Carmen Pérez-Cabañero
Ivan Veas-González
Carolina Navarro-Cisternas
Hugo Zuleta-Cortés
Camila Urizar-Urizar
https://orcid.org/0000-0002-6198-3990
Ivan Veas-González
Carolina Navarro-Cisternas
Hugo Zuleta-Cortés
Camila Urizar-Urizar
Abstract
This study aims at explaining the impact of Instagram social media influencers on behavioural intentions (i.e., intentions to interact with them and recommend them, and also purchase the products they endorse or post). It focuses on influencers’ expertise and their role as opinion and taste leaders. Based on opinion leadership theory, a survey was conducted on 210 Instagram users. Main findings reveal that post originality, uniqueness, and quality impact on influencers’ opinion leadership which, in turn, impacts on behavioural intentions. Influencers’ expertise impacts on the intention to recommend the influencers and purchase the products posted, while influencers’ taste leadership only influences the intention to interact with them. Few papers analyse the direct effects of influencers’ expertise and opinion and taste leadership on followers’ behavioural intentions. Consequently, when designing a social media marketing campaign influencers’ selection should be made according to those traits which stimulate specific behaviours such as fostering interaction, increase electronic word of mouth or persuade to purchase the products posted. In case of product endorsements, selecting influencers with acknowledged expertise is recommended as they will cause an impact on the intention to purchase endorsed products. Influencers perceived as opinion leaders have an overall influence on their followers’ behavioural intentions.
How to Cite
Pérez-Cabañero, C., Veas-González, I., Navarro-Cisternas, C., Zuleta-Cortés, H., & Urizar-Urizar, C. (2023). Influencers who most engage on Instagram. The effect of their expertise, taste leadership and opinion leadership on their followers’ behavioural intentions. Cuadernos De Gestión, 23(2), 7–20. https://doi.org/10.5295/cdg.221863cp
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Keywords
Social Media, Influencers, Expertise, Opinion Leadership, Taste Leadership, Behavioural Intentions
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Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2017). Antecedents of consumer intention to follow and recommend an Instagram account. Online Information Review, 41(7), 1046-1063. https://doi.org/10.1108/OIR-09-2016-0253
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510-519. https://doi.org/10.1016/j.jbusres.2018.07.005
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Cheng, Y., Hung-Baesecke, C. J. F., y Chen, Y. R. R. (2021). Social Media Influencer Effects on CSR Communication: The Role of Influencer Leadership in Opinion and Taste. International Journal of Business Communication, 1-24. https://doi.org/10.1177/23294884211035112
Chin, W. W. (1998). Commentary: Issues and opinion on structural equation modeling. MIS Quarterly, vii-xvi. https://www.jstor.org/stable/249674
Conde, R., & Casais, B. (2023). Micro, macro and mega-influencers on instagram: The power of persuasion via the parasocial relationship. Journal of Business Research, 158, 113708. https://doi.org/10.1016/j.jbusres.2023.113708
Da Silva, D., & Ringle, C. (2014). Structural Equation Modeling with the Smartpls. Brazilian Journal of Marketing, 13(2).
Daneshvary, R., & Schwer, R. K. (2000). The association endorsement and consumers’ intention to purchase. Journal of Consumer Marketing, 17(3), 203-213. https://doi.org/10.1108/07363760010328987
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7. https://doi.org/10.1016/j.chb.2016.11.009
Erdogan, B. Z. (1999). Celebrity Endorsement: A Literature Review. Journal of Marketing Management, 15, 291-314. https://doi.org/10.1362/026725799784870379
Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent. Journal of Interactive Advertising, 17(2), 138-149. https://doi.org/ 10.1080/15252019.2017.1366885
Fakhreddin, F., & Foroudi, P. (2021). Instagram influencers: the role of opinion leadership in consumers’ purchase behavior. Journal of Promotion Management, 1-31. https://doi.org/ 10.1080/10496491.2021.2015515
Falk, R. F., & Miller, N. B. (1992). A primer for soft modeling. University of Akron Press.
Farivar, S., Wang, F., & Yuan, Y. (2021). Opinion leadership vs. para-social relationship: Key factors in influencer marketing. Journal of Retailing and Consumer Services, 59, 102371. https://doi.org/10.1016/j.jretconser.2020.102371
Faul, F., Erdfelder, E., Lang, A. G., & Buchner, A. (2007). G* Power 3: A flexible statistical power analysis program for the social, behavioral, and biomedical sciences. Behavior Research Methods, 39(2), 175-191. https://doi.org/ 10.3758/bf03193146
Filieri, R., McLeay, F., Tsui, B., & Lin, Z. (2018). Consumer perceptions of information helpfulness and determinants of purchase intention in online consumer reviews of services. Information & Management, 55(8), 956-970. https://doi.org/10.1016/j.im.2018.04.010
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.2307/3151312
Gentina, E., Butori, R., & Heath, T. B. (2014). Unique but integrated: The role of individuation and assimilation processes in teen opinion leadership. Journal of Business Research, 67(2), 83-91. https://doi.org/10.1016/j.jbusres.2012.11.013
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