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Publicação
INFLUENCERS’ CONTAGION EFFECTS IN SOCIAL MEDIA - Abstract
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Orientador(es)
Resumo(s)
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).
Descrição
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
Palavras-chave
Authenticity Social contagion Social media influencers Digital Marketing SDG 8 - Decent Work and Economic Growth
Contexto Educativo
Citação
Editora
European Marketing Academy (EMAC)