Features of Influence of Opinion Leaders on Consumers

Abstract

With the advent and active development, social networks have gained the attention of a million audience. Now it is difficult to imagine a person who does not have a profile in at least one social network. The use of social media has become a daily routine: some use sites and applications to maintain existing social connections, others - to find people with similar interests, views, activities or other motivating factors [1].
 The purpose of this study is to establish the factors that influence the level of perception of the message by the audience in social networks.
 In this work, a quantitative research method is used. The relationships were established using correlation analysis. To analyze the data obtained, the SmartPLS software was used, which makes it possible to highlight the characteristics that have the greatest impact on the manifestation of initiative behavior.
 The novelty of the research lies in the fact that for the first time the factors influencing the level of perception of messages from Kazakhstani opinion leaders by the audience in social networks were studied.
 The results of this study are of high theoretical significance, as they can be used in teaching disciplines such as Internet marketing, digital marketing, consumer behavior and strategic marketing.
 In addition, this study is notable for its practical benefits, since the conclusions drawn contribute to the formation of a competent online marketing strategy in the enterprise