Publicação
INFLUENCERS’ CONTAGION EFFECTS IN SOCIAL MEDIA - Abstract
| dc.contributor.author | Shuqair, Saleh | |
| dc.contributor.author | Alves, Rita | |
| dc.contributor.author | Pinto, Diego Costa | |
| dc.contributor.author | Mattila, Anna | |
| dc.contributor.institution | Information Management Research Center (MagIC) - NOVA Information Management School | |
| dc.contributor.institution | NOVA Information Management School (NOVA IMS) | |
| dc.date.accessioned | 2022-06-24T22:17:30Z | |
| dc.date.available | 2022-06-24T22:17:30Z | |
| dc.date.issued | 2021-06-01 | |
| dc.description | Shuqair, S., Alves, R., Pinto, D. C., & Mattila, A. (2021). INFLUENCERS’ CONTAGION EFFECTS IN SOCIAL MEDIA - Abstract. In Proceedings of the European Marketing Academy, 50th (pp. 1-2). European Marketing Academy (EMAC). http://proceedings.emac-online.org/pdfs/A2021-94542.pdf | |
| dc.description.abstract | Evidence indicates that consumers have a higher tendency to purchase or pay more for items that have been in touch with or "socially contaminated" by celebrities or attractive people. The current research investigates the important, but not yet examined, social contagion effect of influencers in the tourism context. Four studies (1 field observation and 3 controlled experiments) demonstrate that social media influencers' authenticity (high vs. low) leads to greater positive outcomes and that social contagion underlies these effects. Further, we extend the social contagion literature beyond its current focus on objects to experiences. By drawing on the experiential (vs. material) purchases literature, we demonstrate that experiential posts (e.g., travel experiences) are more influential in driving behavioral intentions compared to material posts (e.g., products). | en |
| dc.description.version | publishersversion | |
| dc.description.version | published | |
| dc.format.extent | 2 | |
| dc.format.extent | 220046 | |
| dc.identifier.other | PURE: 44931049 | |
| dc.identifier.other | PURE UUID: f620dd24-8f41-4a6d-b602-7e5755b0c27d | |
| dc.identifier.other | ORCID: /0000-0003-4418-9450/work/152551800 | |
| dc.identifier.uri | http://hdl.handle.net/10362/140713 | |
| dc.identifier.url | http://proceedings.emac-online.org/pdfs/A2021-94542.pdf | |
| dc.language.iso | eng | |
| dc.peerreviewed | yes | |
| dc.publisher | European Marketing Academy (EMAC) | |
| dc.subject | Authenticity | |
| dc.subject | Social contagion | |
| dc.subject | Social media influencers | |
| dc.subject | Digital Marketing | |
| dc.subject | SDG 8 - Decent Work and Economic Growth | |
| dc.title | INFLUENCERS’ CONTAGION EFFECTS IN SOCIAL MEDIA - Abstract | en |
| dc.type | conference object | |
| degois.publication.firstPage | 1 | |
| degois.publication.lastPage | 2 | |
| degois.publication.title | Proceedings of the European Marketing Academy, 50th | |
| degois.publication.title | 50th European Marketing Academy (EMAC) Annual Conference | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess |
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