Effects of Opinion Leadership and Taste Leadership on Intention to Follow Recommendations: A Multi-Group Analysis across Sectors
DOI:
https://doi.org/10.64534/tvtndk54Keywords:
Social media influencer, taste leadership, opinion leadership, intention to follow recommendations, perceived trustworthiness, perceived expertise.Abstract
This study examines the factors that influence opinion leadership and taste leadership among social media influencers (SMIs) and their effects on followers' intention to follow recommendations. It also investigates whether the effects of these two leadership roles differ across sectoral contexts. Fashion, travel, and food are considered sectors where hedonic and experiential consumption characteristics are more prominent, whereas technology and automotive are considered sectors where utilitarian evaluation and product-related knowledge are more prominent. Data were collected through an online survey conducted in Türkiye between March and May 2024. The final sample included 1,580 participants from five sectors. The research model and hypotheses were tested using partial least squares structural equation modelling (PLS-SEM), while sectoral differences were examined using multi-group analysis (PLS-MGA). The results show that attractiveness, prestige, trustworthiness, and expertise positively affect taste leadership. Trustworthiness, expertise, information quality, and homophily positively affect opinion leadership. Both taste leadership and opinion leadership have positive effects on followers' intention to follow recommendations. The sectoral comparisons show that the effect of taste leadership is stronger in hedonic / experiential contexts, while the effect of opinion leadership tends to be stronger in utilitarian/information-intensive contexts. These findings show that the relative importance of SMI leadership roles may differ depending on the consumption context.
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