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

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.

摘要 研究目的：本研究旨在探究消费者在社交媒体中接触到数字意见领袖（Digital Opinion Leaders）发布的说服性信息后，其购买意向所受到的影响。
研究设计与方法：本次研究通过问卷调查采集数据，并运用结构方程模型完成数据分析。
研究结果：能够生成说服性信息的数字意见领袖，可改变追随者的态度并使其接纳所传递的信息，进而影响其对测评产品的购买意向。
研究创新性与价值：本研究结果证实，信息的说服性与该信息所承载内容的接纳度之间存在显著正向直接关联；同时表明，信息的说服性与受众因该信息而发生的、与所测评商品购买相关的态度转变之间存在显著关联。这凸显了此类数字意见领袖对于企业制定营销策略的重要意义。