Understanding Opinion Leadership in Social Media: The Role of Perceived Fit with Personal Interests in Purchase Behavior and Social Media Engagement

In today’s social media landscape, internet celebrities, often regarded as "opinion leaders", play an essential role in marketing. This study investigates the influence of opinion leaders on social media platforms, with a particular focus on TikTok and Instagram. This study used a quantitative empirical approach through online and offline surveys. Based on the survey results, 327 respondents met the criteria. The findings demonstrated that key factors, such as perceived originality, perceived quality, perceived quantity, and humor, enhanced the persuasive power of influencers, making them role models for consumers. The central concept of this study, the personal fit theory, posits that an opinion leader's success in influencing purchasing behavior and engagement depends on how well their content aligns with their followers' personal interests. The empirical evidence supports this theory, showing a significant increase in purchase behavior when opinion leaders create a personal fit between their content and their followers' interests.