Abstract:
In the era of digital communications, social media influencers are a major force in
determining audiences’ behavior. 81% of consumers had either purchased, researched, or
considered buying a product or service after seeing recommendations from influencers. As
such, it is crucial to research the variables influencing audience engagement intentions. This
quantitative study explores the impact of influencer opinion leadership and perceived quality
of information on audience engagement intentions on Instagram, mediated by perceived fit
with personal interests. Data were gathered via an online research scale with a convenience
sample of 500 respondents drawn from Peachy Liv's Instagram audience. For analysis, the
path analysis technique was used in SPSS Statistics. The findings reveal both opinion
leadership and information quality significantly influences engagement intentions. Moreover,
the impacts of opinion leadership and perceived quality of information on engagement
intentions are stronger when it is mediated by the perceived fit with personal interests. This
emphasizes how crucial it is to match content to audience interests in order to increase
engagement. These observations add to the body of knowledge in digital communications,
specifically within the realm of influencer marketing, and offer practical implications for
marketers and influencers aiming to maximize audience engagement.
