What is it about?
This study looks at how social media influencers on TikTok and Instagram affect what people buy and how they interact online. We surveyed over 300 young users in Indonesia and found that followers see influencers as role models when their posts are original, high-quality, frequent, and sometimes humorous. Importantly, an influencer’s impact grows when their content matches the personal interests of their audience. In that case, followers are more likely to purchase the products they recommend and engage more actively with their posts. These results help brands and influencers understand how to create content that feels relevant and trustworthy for consumers.
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Photo by Mariia Shalabaieva on Unsplash
Why is it important?
This study is timely because TikTok and Instagram have become the most influential platforms for younger generations in shaping shopping and lifestyle choices. Unlike earlier research that only looked at influencer credibility, our work shows that originality, content quality, posting frequency, and humor strongly shape opinion leadership, while personal fit with followers’ interests makes their influence even more powerful. These insights are valuable for brands, marketers, and influencers who want to design campaigns that are not only engaging but also lead to stronger consumer trust and purchase decisions.
Perspectives
As a researcher, I see this study as a meaningful step toward understanding how digital communities shape consumer culture. For me, the most striking insight is that influence is not just about popularity, but about creating a sense of personal connection with followers. I believe this perspective can inspire both scholars and practitioners to rethink how we measure the value of influencers—not only by reach or number of followers, but by the authenticity and relevance of their content.
Dr. Muchammad Saifuddin
Universitas Islam Negeri Sunan Ampel
Read the Original
This page is a summary of: Understanding Opinion Leadership in Social Media: The Role of Perceived Fit with Personal Interests in Purchase Behavior and Social Media Engagement, International Journal of Economics and Management, December 2024, Universiti Putra Malaysia,
DOI: 10.47836/ijeam.18.3.04.
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