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Online Opinion Leaders and Their Influence On Purchase Intentions…
Online Opinion Leaders and Their Influence On Purchase Intentions
Goals
Problem
Objective
Examines the role of online opinion leaders in influencing consumer purchase intentions
Information
Subsequently online platforms have become anavenue for opinion leaders to play their role on the social media
Opinion leader plays an important role in promoting about product or brand related information to other consumer counterparts
Social media has become an important component of integrated marketing communication (IMC) due to its enormous capability to enhance buyer-seller relationships
Wegert (2010) reported that out of 60.7% of internet users in Malaysia, 81% of them seek advices before making a purchase through social sites
Opinion leader
Previous studies have found that opinion leaders do affect attitudes and intentions towards purchasing behavioral and these studies had explored the offline context
An individual who are involved in products or services or brand name (Richins and Root-Shaffer,1988)
Opinion leaders with unique characteristics could be powerful in manipulating and influencing consumers’ decision making
Opinion leaders become more influential because they are more interactive as their reviews are more real and sincere.
General characteristics
Person with a good social relation online can establish a well-reputation that will positively influence the development of persuasive knowledge
Reputation of the opinion leader has been identified as one of the strongest factors for consumers’ purchase intention
Include involvement and experiences
Self confidence
Social connection
Innovativeness
Study by Hsu, Lin and Chiang (2013) reveals that blogger recommendation does influence consumers’ purchase intention and confirms that of Park et al. 2007
Studies have proven that trust is strongly associated with behavioral and attitude towards products/services and purchasing behavior (Kuan and Bock,2007; Pavlou, 2003)
The expertise level of opinion leaders were also found to be an important determinant for purchase intentions (for example, Herr et al.,1991; Yale and Gilly, 1995)
Methodology
Scope
Blogs were selected as scope of the study and few blogs with high traffic were selected based on their followers for example fashion,skin care, gadgets and food/dietary blogs
Results
Trust and the information quality sharedby the online opinion leaders (ie. Bloggers) were found tohave positive significance influence on purchase intentions