Examining the Characteristics of Opinion Leaders: Antecedents and Consequences

Purnamaningsih, Purnamaningsih (2025) Examining the Characteristics of Opinion Leaders: Antecedents and Consequences. Review of Integrative Business and Economics Research, 15 (1). pp. 519-534. ISSN 2304-1013

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Abstract

The cosmetic market is one of the largest contributors to waste water, ocean and soil pollution. However, some cosmetic companies are making sustainable efforts by producing environmentally friendly products, packaging to reduce plastic waste or producing organic products. Otherwise, the biggest challenge for sustainable beauty brands is to create value in the market since there is lower consumer confidence in buying environmentally friendly beauty products. Social media can be an opportunity to inform consumers and opinion leaders on social media can be trusted sources of information in influencing consumers. Therefore, it is necessary to explore the role of opinion leaders in educating customers about sustainable beauty. The research aims to increase opinion leaders' role in educating customers about sustainable beauty products to follow their advice. This study involved 413 respondents who have followed some beauty influencers on social media. The data were analyzed with SmartPLS 3.0. The study's results showed that perceived uniqueness and quantity have proven to influence opinion leaders' perceptions while perceived quality and originality do not impact perceived opinion leaders. The opinion leaders' perception also significantly impacts the intention to follow the advice. This study gives insight into what shapes the intention to follow the opinion leader's advice.

Item Type:	Article
Creators:	Purnamaningsih, Purnamaningsih
Contributors:
Keywords:	Perceived opinion leaders, sustainable beauty, intention to follow the advice
Subjects:	300 Social Sciences > 300 Social sciences, sociology and anthropology > 302 Social interaction, Interpersonal interaction > 302.23 Media of Communication, Mass Media
Divisions:	Faculty of Business > Management
Date Deposited:	13 Mar 2026 07:05
URI:	https://kc.umn.ac.id/id/eprint/45344

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