The effects of social media opinion leaders’ recommendations on followers’ intention to buy

Renata Huhn, Jorge Brantes Ferreira, Angilberto Sabino de Freitas, Fernanda Leão

Abstract


Purpose – The objective of this study is to investigate how consumers
are influenced in their intention to buy after having access – within
social media – to persuasive messages sent out by digital opinion leaders.


Design/methodology/approach – Data collection carried out via
survey and data analysis carried out with the use of structural equation
modeling.


Findings – Digital opinion leaders capable of generating persuasive
messages can change the attitudes of followers and make them accept
the information provided, influencing their intention to buy evaluated
products.


Originality/value – The results show that it was possible to verify the
direct and positive relationship between the persuasiveness of a message
and the acceptance of the information contained in this message, while
also indicating a significant relationship between the persuasiveness of
the message and attitude change in relation to the purchase of goods
evaluated by it. This highlights the relevance of these digital opinion
leaders to the definition of marketing strategies by companies.


Keywords


Virtual social media; digital opinion leaders; information acceptance; attitude; intention to buy.



DOI: https://doi.org/10.7819/rbgn.v20i1.3678

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