The mimicker and the mimicked: Desirable digital influencer to follow (taste leader vs. opinion leader)

Abstract

The impact of social media on consumer purchasing behavior is explored in this study, employing the Influence Framework Theory and Doppelganger Theory as theoretical frameworks. The four phases of the Influence Framework Theory are examined to uncover how influencers shape consumer behavior. TikTokers are specifically scrutinized as opinion leaders, with hedonic experiences assuming a pivotal role. Moreover, their perception as taste leaders is investigated, emphasizing the influence of attractiveness and prestige. Furthermore, conscious desires to emulate are scrutinized, suggesting a positive correlation between opinion and taste leadership and this desire. Lastly, the study delves into the nonsocial outcomes of these influential efforts, emphasizing the link between the desire to imitate and consumers’ propensity to make purchases. Regression analysis demonstrates the positive impact of hedonic experiences, attractiveness, and prestige on perceptions of opinion and taste leadership. Additionally, both opinion and taste leadership significantly contribute to consumers’ conscious desire to emulate, subsequently influencing their inclination to make purchases. These findings shed light on the mechanics underlying TikTokers' influence on consumer behavior and offer valuable insights for marketers seeking to leverage these influencers to drive purchase intentions.