Influencers on Instagram: Antecedents and consequences of opinion leadership

TLDR

Opinion leaders, key sources of consumer advice, increasingly use Instagram as the dominant platform in fashion, a trend likely to grow. This study aims to identify key antecedents and consequences of opinion leadership on Instagram. The results show that originality and uniqueness are essential for being perceived as an opinion leader, that such leadership drives consumers to interact with the influencer and follow fashion advice, and that a perceived fit with the consumer’s personality amplifies this influence, highlighting important implications for the fashion industry.

Abstract

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 uniqueness are crucial factors if a user is to be perceived as an opinion leader on Instagram. In addition, opinion leadership influences consumer behavioral intentions toward both the influencer (intention to interact in the account and recommend it) and the fashion industry (intention to follow fashion advice posted). Finally, the perceived fit of the account with the consumer's personality strengthens the influence of opinion leadership on the intention to follow published advice. These results have interesting implications for the fashion industry.