Authors :
Sunil Sharma; Jayanta Chakraborti
Volume/Issue :
Volume 6 - 2021, Issue 7 - July
Google Scholar :
http://bitly.ws/9nMw
Scribd :
https://bit.ly/2VP2F6d
Abstract :
The purpose of this paper is to find out the
factors that contribute to the effectiveness of using
digital opinion leader in social media marketing to create
purchase intention
Design/methodology/approach – The paper’s findings
are based on a systemic review of the literature of
academic studies and primary research conducted on
companies who are using digital opinion leader (DOL) in
social media marketing
Findings – The major factors which have a significant
impact on purchase intention (PI) are quality of content
(QC), frequency of activity (FA) and engagement with
followers (EF).
Practical implications – This paper identifies the factors
that have a significant impact on influencing the
purchase intention (PI) of the buyer when digital opinion
leader is used in social media marketing.
Originality/value – The data collected for conducting
primary research has been collected from 236 companies
that are actually engaged in using digital opinion leader
for social media marketing. Hence, this research paper
gives a fresh insight onto how the power of digital
opinion leader can be successfully leveraged for social
media marketing for creating purchase intent(PI).
Keywords :
Digital Opinion Leader(DOL), Influencer Marketing, Digital Marketing 2.0, Social Media Marketing, Purchase Intention(PI)
The purpose of this paper is to find out the
factors that contribute to the effectiveness of using
digital opinion leader in social media marketing to create
purchase intention
Design/methodology/approach – The paper’s findings
are based on a systemic review of the literature of
academic studies and primary research conducted on
companies who are using digital opinion leader (DOL) in
social media marketing
Findings – The major factors which have a significant
impact on purchase intention (PI) are quality of content
(QC), frequency of activity (FA) and engagement with
followers (EF).
Practical implications – This paper identifies the factors
that have a significant impact on influencing the
purchase intention (PI) of the buyer when digital opinion
leader is used in social media marketing.
Originality/value – The data collected for conducting
primary research has been collected from 236 companies
that are actually engaged in using digital opinion leader
for social media marketing. Hence, this research paper
gives a fresh insight onto how the power of digital
opinion leader can be successfully leveraged for social
media marketing for creating purchase intent(PI).
Keywords :
Digital Opinion Leader(DOL), Influencer Marketing, Digital Marketing 2.0, Social Media Marketing, Purchase Intention(PI)
