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Influencers who most engage on Instagram. The effect of their expertise, taste leadership and opinion leadership on their followers’ behavioural intentions

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Influencers who most engage on Instagram. The effect of their expertise, taste leadership and opinion leadership on their followers’ behavioural intentions

dc.contributor.author	Pérez Cabañero, Carmen
dc.contributor.author	Veas González, Iván
dc.contributor.author	Navarro Cisternas, Carolina
dc.contributor.author	Zuleta Cortés, Hugo
dc.contributor.author	Urizar Urizar, Camila
dc.date.accessioned	2023-10-13T12:07:28Z
dc.date.available	2023-10-14T04:45:05Z
dc.date.issued	2023	es_ES
dc.identifier.citation	Pérez-Cabañero, C., Veas-González, I., Navarro-Cisternas, C., Zuleta-Cortés, H., & Urizar-Urizar, C. (2023). Influencers who most engage on Instagram. The effect of their expertise, taste leadership and opinion leadership on their followers’ behavioural intentions. Cuadernos de Gestión, 23(2), 7-20.	es_ES
dc.identifier.uri	https://hdl.handle.net/10550/90336
dc.description.abstract	This study aims at explaining the impact of Instagram social media influencers on behavioural intentions (i.e., intentions to interact with them and recommend them, and also purchase the products they endorse or post). It focuses on influencers’ expertise and their role as opinion and taste leaders. Based on opinion leadership theory, a survey was conducted on 210 Instagram users. Main findings reveal that post originality, uniqueness, and quality impact on influencers’ opinion leadership which, in turn, impacts on behavioural intentions. Influencers’ expertise impacts on the intention to recommend the influencers and purchase the products posted, while influencers’ taste leadership only influences the intention to interact with them. Few papers analyse the direct effects of influencers’ expertise and opinion and taste leadership on followers’ behavioural intentions. Consequently, when designing a social media marketing campaign influencers’ selection should be made according to those traits which stimulate specific behaviours such as fostering interaction, increase electronic word of mouth or persuade to purchase the products posted. In case of product endorsements, selecting influencers with acknowledged expertise is recommended as they will cause an impact on the intention to purchase endorsed products. Influencers perceived as opinion leaders have an overall influence on their followers’ behavioural intentions.	es_ES
dc.language.iso	en	es_ES
dc.publisher	Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa	es_ES
dc.subject	social media	es_ES
dc.subject	influencers	es_ES
dc.subject	expertise	es_ES
dc.subject	opinion leadership	es_ES
dc.subject	taste leadership	es_ES
dc.subject	behavioural intentions	es_ES
dc.title	Influencers who most engage on Instagram. The effect of their expertise, taste leadership and opinion leadership on their followers’ behavioural intentions	es_ES
dc.type	journal article	es_ES
dc.subject.unesco	UNESCO::CIENCIAS ECONÓMICAS	es_ES
dc.identifier.doi	10.5295/cdg.221863cp	es_ES
dc.accrualmethod	S	es_ES
dc.embargo.terms	0 days	es_ES
dc.type.hasVersion	VoR	es_ES
dc.rights.accessRights	open access	es_ES