The Role of Opinion Leadership Characteristics and Brand Commitment as Drivers of Brand-Related Electronic Word of Mouth (EWOM) in Social Networking Sites (SNS)

Previous studies on the antecedents of Electronic Word of Mouth (EWOM) have either focused on the opinion leadership characteristics of individuals, or on brand commitment. It is the aim of this study to combine these two separate streams of research by evaluating the impact of opinion leadership characteristics and brand commitment as possible drivers of EWOM on Social Networking Sites (SNS). It is found that brand commitment is indeed a strong driver of brand related EWOM. Brand commitment mediates the motivation to engage in EWOM by those who already exhibit opinion leadership characteristics. In addition, the findings show that those who have opinion leadership characteristics and those who do not have opinion leadership differ in the type of EWOM they engage in. This can be defined as Active EWOM (content creation) and Passive EWOM (forwarding information). Marketers can use this information to design strategies that appeal to the needs of those with opinion leadership characteristics by creating novel experiences, or to enhance commitment by rewarding users who share positive information about the brand

Pengaruh Kredibilitas dan Karakteristik Opinion Leader terhadap Behavioral Intention Konsumen pada Media Sosial Instagram

This study aims to determine the effect of the information source’s credibility and characteristic towards opinion leadership, and the effect of opinion leadership on consumer behavioral intention in social media Instagram. The population in this study were all social media users who use Instagram as their fashion reference. The total sample used in this study was 168 people. The sampling method used in this research is purposive sampling. The result obtained from this study indicates that credibility and characteristic have a significant and positive effect on opinion leadership, and opinion leadership has a significant and positive effect on the intention to interact and intention to follow the advice

Instagram influencers: the role of opinion leadership in consumers’ purchase behavior

Instagram has gained momentum in influencer marketing for cosmetic products. This study aims to examine the antecedents of social media opinion leadership and its effects on consumers’ actual purchase behavior. The results based on a sample of 223 followers reveal that originality, quality, and quantity are essential elements leading a user to be perceived as an opinion leader. Besides, opinion leadership impacts consumers’ purchase intention, actual purchase behavior, and purchase loyalty. These findings deepen our understanding of the effects of opinion leadership on consumers’ purchase decisions. Moreover, the findings have beneficial implications for developing effective social media marketing communication strategies

Conséquences non transactionnelles du comportement de butinage : modèle théorique et test empirique

Disponible en ligne sur le site de l'éditeur : http://ram.sagepub.com/content/20/1/21.full.pdfThe main goal of this research is to study some non-transactional consequences of browsing such as subjective knowledge, opinion leadership, and word-of-mouth. Our results from a field study in a retail store validate the hypothesized linkages between browsing and subjective expertise, opinion leadership, and word-of-mouth. Furthermore, our findings point out the relationships between subjective expertise and opinion leadership as well as between opinion leadership and word-of-mouth. Finally, our results highlight that consumer's enduring involvement may be considered as an antecedent of his/her browsing behaviour as well as his/her level of subjective expertise, opinion leadership, and word-of-mouth.L'objectif principal de cette recherche est d'étudier certaines conséquences non transactionnelles du butinage, telles que l'expertise subjective, le leadership d'opinion et le bouche-à-oreille. Les résultats d'une étude de terrain réalisée au sein d'un magasin valident les liens supposés entre butinage et expertise subjective, leadership d'opinion et bouche-à-oreille. Par ailleurs, nos résultats soulignent les relations existantes entre expertise subjective et leadership d'opinion ainsi qu'entre leadership d'opinion et bouche-à-oreille. Finalement, ceux-ci mettent en évidence que l'implication durable d'un consommateur peut être considérée comme un antécédent de son comportement de butinage ainsi que de ses niveaux d'expertise subjective, de leadership d'opinion et d'activité de bouche-à-oreille

The nature and determinants of opinion leadership in Lesotho

This research investigates the nature, the occurrence and the factors influencing opinion leadership in Lesotho. The focus is on a typical rural district where 200 maize farmers were randomly selected and their opinion leaders identified by means of sociometric methods with the number of nominations as the major indicator of degree of influence or strength of opinion leadership. The findings confirm the importance of opinion leadership, which is primarily influenced by age, marital status and gender, but also questions the value or quality of influence from a production efficiency point of view because opinion leaders have a lower level of formal education, make less use of the printed media, are not more efficient than their followers and tend to be very polymorphous in nature. The proper use of opinion leaders poses many challenges, but very favourable is that psychological accessibility is no constraint. Unfortunately the opposite is the case as far as distance or physical accessibility is concerned. Keywords: opinion leadership, importance, formal education, strength, influence, production efficiency South African Journal of Agricultural Extension Vol. 34(2) 2005: 260-27

A causal model of integrated pest management adoption among Iowa farmers

A primary objective of this study was the development and testing of a set of variables that were posited as explaining the differential rapidity with which farmers adopt integrated pest management (IPM) practices. Especially important to the study was the treatment of explanatory variables in a systems perspective which entailed use of path analysis;In the application of social action theory as a general framework, age and educational attainment were included to measure actor characteristics. Farm size, farm income, IPM availability and IPM diffusion were used to measure situational elements. Finally, opinion leadership, adoption orientation, chemical attitudes and awareness of IPM were the variables selected to represent the orientational component of the model;In the model, age and educational attainment are posited to affect opinion leadership, adoption orientation, chemical attitudes, awareness and adoption of IPM. Farm size and farm income should affect opinion leadership, adoption orientation, awareness and adoption of IPM. IPM availability is deemed to affect chemical attitudes, IPM diffusion, awareness and adoption of IPM. IPM diffusion should affect chemical attitudes, awareness and adoption of IPM. Adoption orientation and chemical atttudes are posited to affect awareness and adoption of IPM. Finally, awareness of IPM is posited to affect the adoption of IPM;Findings from the path analysis revealed that only the paths from opinion leadership, adoption orientation and awareness of IPM to adoption of IPM as a dependent variable were supported. For awareness of IPM as a dependent variable, only the paths from farm size, IPM availability, adoption orientation and chemical attitudes were supported. For chemical attitudes, significant paths were found for educational attainment and IPM diffusion, but these were contrary to initial predictions. For adoption orientation, paths from educational attainment, farm size, farm income and opinion leadership were supported. For opinion leadership, only the path from farm income was supported. For IPM diffusion, the path from IPM availability was supported;The amount of explained variance (R(\u272)) of the endogenous variables in the causal model ranged from 6 to 26 percent

Indicators of opinion leadership in customer networks:self-reports and degree centrality

In this paper, we assess two alternative indicators of opinion leadership, self-reported opinion leadership and degree centrality, on the same dataset. We also investigate the interaction effect of these two indicators and the social network environment on opinion leadership. We use social network and survey data from the mobile telecom industry to analyze opinion leadership in smartphone adoption. We find that degree centrality indicates opinion leadership, but that self-reported opinion leadership indicates opinion leadership only under the right social circumstances. In case of weak to moderate network ties, the effect of self-reported opinion leadership is not significant. However, self-reported opinion leaders more effectively influence their strong ties. This study sheds light on indicators of opinion leadership and provides insights for managers to improve their social marketing campaigns

Brand Loyalty through Love for Brand Facebook Page: Roles of Opinion Leadership and Opinion Seeking

The purpose of this study is to investigate consumers\u27 motivations to participate in brands\u27 Facebook pages and their linkage to consumers\u27 loyalty a brand through the love for the brands\u27 Facebook pages. This study also examined the influences of consumers\u27 opinion leadership and seeking tendencies on their motivations to participate in brands\u27 Facebook page. The results of the study revealed both self-presentation and self-enhancement motivations influenced love for a brand\u27s Facebook page, which in turn led to brand loyalty. Furthermore, the influences of opinion leadership and seeking on self-presentation motivation were significant. Self-enhancement motivation was significantly influenced by opinion leadership, but not by opinion seeking. Brand managers must pay close attention to consumers who have greater tendencies to lead or seek opinions in their lives as they are more likely to love brands\u27 Facebook pages, actively generating positive word-of-mouth

Analisis Pengaruh Consumer Innovativeness Dan Market Maven Terhadap Opinion Leadership

Consumer in this time very inovatif conducting a process of product purchasing which they wish, at this situation consumer cope to look for the information as much as possible hitting product which they wish the. The information is obtainable from assorted of source and assorted of media. Usually consumer very paying attention to of problem categorize the product, do not take as problem of to hit the price problem, searching good quality, good model and also recognized brand.This research measure the influence of Consumer Innovativeness and Market Maven to Opinion Leadership on the use of transport service providers. Independent variable in research is Consumer Innovativeness and Market Maven. While variable dependen in this research is Opinion Leadership. Result from test of ANOVA or F Test got by F calculate 269.995 with level signifikan 0.000. so that probabilitas 0.000 compared to smaller level signifikan of equal to 0.05, hence can be said that by variable of Consumer Innovativeness and Market Maven by simultan have an effect on to Opinion Leadership, inferential that independent variable have an effect on the signifikan to variable dependen