The study investigates the mediating influence of consumer trust in information sources as well as the interaction between product knowledge and wine fashion consciousness. The results of the PLS-SEM approach applied via SmartPLS v. 4.0 confirm that consumers' decisions and market trends can be influenced by opinion leaders who highly value expert reviews and sellers. In the wine industry, when producers and consumers conflict over quality information, confidence in information sources mediates. Practically, knowing opinion leaders and seekers can enable the wine business to create more successful marketing plans that strengthen customer trust and awareness of wine products.
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