Influence of opinion leadership and consumer feedback on consumer trust

What the paper says

Purpose This research investigates the impact of opinion leadership and consumer feedback on consumer trust in vendors. The primary goal is to determine whether opinion leaders can affect consumer trust toward their recommended vendors through their professional and personal attributes. Additionally, it explores if consumer feedback, influencers campaign, and sponsored advertisements impact consumer trust in vendors. Design/methodology/approach A quantitative research approach is employed to study consumer perceptions regarding the main research constructs: opinion leadership, consumer trust, and consumer feedback. A seven-point Likert scale questionnaire is used to gather responses from participants. Data analysis is performed using SmartPLS software. The proposed hypotheses, which include the personal and professional traits of opinion leaders and their effects on consumer trust in vendors, are tested using Partial Least Squares–Structural Equation Modeling (PLS-SEM). Additionally, the impact of consumer feedback, including referrals, positive ratings, and positive comments, as well as influencers campaign and sponsored advertisements on consumer trust, are examined using PLS-SEM. Findings The results indicate that opinion leaders exert the most significant influence on consumer trust in vendors, surpassing the effects of influencers campaign and consumer feedback. Opinion leaders enhance consumer trust through various personal and professional attributes, with innovativeness identified as the most influential factor. This is followed by their communication skills, expertise, charisma, and reputation. Additionally, consumer feedback, including referrals, positive ratings, and positive comments, positively impacts consumer trust in vendors. Also, influencers campaigns impact consumer trust. However, sponsored advertisements by opinion leaders were not found to impact consumer trust in vendors significantly. Originality/value While previous research has extensively examined the various characteristics that constitute opinion leadership, as well as the influence of opinion leadership and consumer feedback on behavioral changes such as purchase, loyalty, word-of-mouth intentions, and consumer engagement with social media channels, their specific effects on consumer trust have not been thoroughly explored. Additionally, most previous studies have focused on consumer trust towards opinion leaders and the content of their social media channels. Therefore, we are motivated to address consumer trust towards vendors and how opinion leaders can influence that trust. This paper is unique in its comprehensive analysis of the personal and professional traits of opinion leaders and their direct influence on consumer trust. Additionally, it investigates the nuanced impact of various forms of consumer feedback, including referrals, positive ratings, and positive comments, on trust-building processes.