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What is Opinion Leader

Chapter 13
Global Perspectives on Social Media Influencers and Strategic Business Communication
Individuals recognized for their early adoption of new technologies and innovative ideas. They possess the capability to influence and spread their views to those actively seeking guidance and insights.
Published in Chapter:
The Role of Influencer Trust, Gender Congruency, and Expertise Congruency: A Cross-national Comparison between Douyin and TikTok Users in China and the USA
Yang Yang (University of Southern Indiana, USA)
Copyright: © 2024 |Pages: 25
DOI: 10.4018/979-8-3693-0912-4.ch013
Abstract
This chapter explores the mediation role of influencer trust in gender and expertise congruency effects on consumers' attitudes and purchase intentions, focusing on a cross-national comparison between Douyin users in China and TikTok users in the U.S. It investigates how short video platforms, primarily TikTok and Douyin, have become integral in shaping consumer behavior and trust in influencers. The chapter explores the concepts of gender and expertise congruency in influencer marketing, examining how these factors impact the effectiveness of endorsements and consumer trust. The chapter presents a comprehensive analysis of endorsement effectiveness, contributing to the broader understanding of marketing strategies in the dynamic social media landscape. Through its findings, it provides theoretical and practical implications for marketers and advertisers aiming to enhance the efficiency and credibility of influencer collaborations in different cultural contexts.
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Chapter 4
E-WOM as a New Paradigm in the Consumer Decision-Making Process
Influential members of a community, group, or society to whom others turn for advice, opinions, and views.
Published in Chapter: E-WOM as a New Paradigm in the Consumer Decision-Making Process; From: Managing Diversity, Innovation, and Infrastructure in Digital Business
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Chapter 12
The Role of Prosumers in the Interactive and Digital Processes of Public Relations: The Organisation of Events and Influencers as the New Emerging Stakeholder
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Chapter 64
Enhancing E-Commerce through Sticky Virtual Communities
A person who is an active media user and who interprets the meaning of media messages or content for lower-end media users. Typically the opinion leader is held in high esteem by those that accept their opinions.
Published in Chapter: Enhancing E-Commerce through Sticky Virtual Communities; From: Encyclopedia of Multimedia Technology and Networking, Second Edition
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Chapter 6
Local E-Government Partnerships
A person who exerts influence over others in the social network.
Published in Chapter: Local E-Government Partnerships; From: Handbook of Research on Strategies for Local E-Government Adoption and Implementation: Comparative Studies
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