The impact of opinion leadership on purchases through social networking websites

Abstract

Social media is used as a platform to not only make connections and share user-generated content but also to advertise products. We study the role of opinion leadership on the social media networking website of Facebook for product advertisements through news feeds and wall postings. We found that perceived benevolence of the opinion leader posting advertisements was significantly associated with increased intentions to purchase and also increased purchase behavior. Also, although the Theory of Planned Behavior variables of increased attitudes, social norms, and behavioral control were significantly associated with increasing purchase intentions, only purchase intentions was significantly associated with purchase behavior. Type of friend was significantly associated with purchase intention but no relationship occurred for purchase behavior. Management information systems professionals involved with the development of social networking websites should consider perceived benevolence as an area of importance for interesting consumers to explore and use newly developed aspects of social networking websites. Marketers should ensure that their advertisements on social networking websites are perceived by consumers as benevolent.