The influence of characteristics of opinion leaders on consumer purchase intention in China

Abstract

It is an era that the influence of opinion leaders on social media is comparable to that of stars in terms of sales. Brands prefer cooperating with opinion leaders because they can directly increase brand awareness on social media. Due to an increasing number of millennial consumers, the way of brand marketing has changed a lot. How to interact with consumers and communicate with young people are the key issues when brands promoting. Consumers that brands want to target are the followers of many opinion leaders on social media. With different personalities and fields of opinion leaders, followers also have distinctive characteristics that allow brands to achieve target marketing. Therefore, to figure out which kinds of opinion leaders are the best alternative for brands to increase their sales, this study finds out four main characteristics of opinion leaders that can influence purchase intention. The finds show that these characteristics of opinion leaders have a varying degree of impact.