Research on the Impact of Opinion Leaders on Social Media Consumption

Take the Public’s Trust in Beauty Bloggers as an Example

DOI

10.2991/assehr.k.220504.121How to use a DOI?

Keywords

Beauty influencer; Social media; Marketing

Abstract

Due to the increasing proliferation of advertising on social media, people increasingly distrust opinion leaders on social media. This paper mainly discusses how consumers find reliable information and opinion leaders on social media platforms from the perspective of consumer behavior. This paper mainly adopts the research method of combining qualitative research and text analysis. The main point of this paper is that almost all respondents have common characteristics and obvious differences. They prefer accurate and professional introduction. Most people will be attracted by the image and role of the influencer. There are some differences between people with enough experience in using social media and newcomers. Although beginners lack the ability to identify the marketing skills of social media, they are usually a more cautious group. This paper mainly presents the consumer psychology that dominates mass consumption behavior on social media, which undoubtedly directly affects consumers’ trust in opinion leaders. Limited to the limited interview samples, the conclusions of this paper need to be further supplemented and improved. However, this paper will still have a certain reference value for the study of new media consumption behavior.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Yingwen Chen
PY  - 2022
DA  - 2022/06/01
TI  - Research on the Impact of Opinion Leaders on Social Media Consumption
BT  - Proceedings of the 2022 8th International Conference on Humanities and Social Science Research (ICHSSR 2022)
PB  - Atlantis Press
SP  - 658
EP  - 663
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220504.121
DO  - 10.2991/assehr.k.220504.121
ID  - Chen2022
ER  -