Influencers on Instagram: Antecedents and consequences of opinion leadership
Abstract
null null Opinion leaders are important sources of advice for other consumers. Instagram is the most used platform by opinion leaders in the fashion industry, and this trend is expected to continue in the near future. This study aims to identify some key antecedents and consequences of opinion leadership in this context. Our results, based on data collected from 808 followers of a fashion focused Instagram account, suggest that originality and...
Paper Details
Title
Influencers on Instagram: Antecedents and consequences of opinion leadership
Published Date
Sep 1, 2020
Journal
Volume
117
Pages
510 - 519
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