An Analysis of Factors Influencing use of Digital Opinion Leaders (DOL) in Marketing: An Indian Perspective


Authors : Sunil Sharma; Jayanta Chakraborti

Volume/Issue : Volume 6 - 2021, Issue 7 - July

Google Scholar : http://bitly.ws/9nMw

Scribd : https://bit.ly/2VP2F6d

The purpose of this paper is to find out the factors that contribute to the effectiveness of using digital opinion leader in social media marketing to create purchase intention Design/methodology/approach – The paper’s findings are based on a systemic review of the literature of academic studies and primary research conducted on companies who are using digital opinion leader (DOL) in social media marketing Findings – The major factors which have a significant impact on purchase intention (PI) are quality of content (QC), frequency of activity (FA) and engagement with followers (EF). Practical implications – This paper identifies the factors that have a significant impact on influencing the purchase intention (PI) of the buyer when digital opinion leader is used in social media marketing. Originality/value – The data collected for conducting primary research has been collected from 236 companies that are actually engaged in using digital opinion leader for social media marketing. Hence, this research paper gives a fresh insight onto how the power of digital opinion leader can be successfully leveraged for social media marketing for creating purchase intent(PI).

Keywords : Digital Opinion Leader(DOL), Influencer Marketing, Digital Marketing 2.0, Social Media Marketing, Purchase Intention(PI)

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Paper Submission Last Date
30 - November - 2021

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