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

  1. Carmen Pérez-Cabañero 1
  2. Ivan Veas-González 1
  3. Carolina Navarro-Cisternas 1
  4. Hugo Zuleta-Cortés 1
  5. Camila Urizar-Urizar 1
  1. 1 Universidad Católica del Norte
    info

    Universidad Católica del Norte

    Antofagasta, Chile

    ROR https://ror.org/02akpm128

Revista:
Management Letters / Cuadernos de Gestión

ISSN: 1131-6837

Año de publicación: 2023

Volumen: 23

Número: 2

Páginas: 7-20

Tipo: Artículo

DOI: 10.5295/CDG.221863CP DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Management Letters / Cuadernos de Gestión

Resumen

Este estudio tiene como objetivo explicar el impacto de los influencers de Instagram en las intenciones de comportamiento de sus seguidores (es decir, intenciones de interactuar con ellos y recomendarlos, y también de comprar los productos sobre los que publican). El estudio se centra en la experiencia de los influencers y su papel como líderes de opinión y de estética. Con base en la teoría del liderazgo de opinión, se realizó una encuesta a 210 usuarios de Instagram. Los principales hallazgos revelan que la originalidad, la singularidad y la calidad de las publicaciones impactan en el liderazgo de opinión de los influencers, lo que a su vez impacta en las intenciones de comportamiento de sus seguidores. La experiencia de los influencers impacta en la intención de recomendarlos y comprar los productos sobre los que publican o promocionan, mientras que el liderazgo estético de los influencers solo influye en la intención de interactuar con ellos. Pocos artículos analizan los efectos directos de la experiencia y el liderazgo de opinión y estético de los influencers sobre las intenciones de comportamiento de los seguidores. Consecuentemente, a la hora de diseñar una campaña de marketing en redes sociales, la selección de los influencers debe hacerse de acuerdo con aquellos rasgos que estimulan comportamientos específicos, como fomentar la interacción con los propios influencers, aumentar la comunicación boca-oreja en Internet o persuadir para la compra. En caso de promocionar productos, se recomienda seleccionar influencers con experiencia reconocida, ya que impactarán en la intención de compra de los productos promocionados. Los influencers percibidos como líderes de opinión tienen una influencia general en las intenciones de comportamiento de sus seguidores.

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