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Opinion Leadership and Its Influence on Consumer Decision-Making in the Digital Age

 

 

Rubina Ahteshamoddin Mohammad, Research Scholar, NICE School of Business Studies, Shobhit Institute of Engineering and Technology, Deemed to be University, Meerut

Dr. Anuj Goel, Professor, NICE School of Business Studies, Shobhit Institute of Engineering and Technology, Deemed to be University, Meerut

 

 

ABSTRACT

This study explores the influence of opinion leadership on consumer decision-making in the digital age, with a focus on Instagram influencers in the food and fitness sectors. Opinion leaders, through their perceived authenticity and relatability, significantly shape consumer behavioral intentions by fostering trust and providing personalized recommendations. Using a descriptive research design and purposive sampling of 345 respondents from Mumbai, the study assesses how influencer credibility and alignment with followers impact purchasing behavior. Data was collected through a structured questionnaire to evaluate consumer perceptions. The findings underscore the growing importance of opinion leadership in shaping digital consumer engagement.

Keywords: Opinion Leadership, Consumer Behavior, Instagram Influencers

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