How opinion leaders help brands in the food service market

Abstract

Instagram is one of the most popular online platforms among Russian users. When choosing products and services, consumers ask their friends for recommendations. Advertising posts with friendly recommendations from opinion leaders on Instagram have an impact on the purchase decision. Based on an empirical study of food service market in St. Petersburg, the authors found that the engagement rate in an advertising post is lower for big opinion leaders than for small ones; the average cost per thousand (ad reach) is lower for big opinion leaders, lifestyle bloggers, and opinion leaders with an engagement rate of more than 2%.