INFLUENCERS’ CONTAGION EFFECTS IN SOCIAL MEDIA - Abstract

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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).
Original languageEnglish
Title of host publicationProceedings of the European Marketing Academy, 50th
PublisherEuropean Marketing Academy (EMAC)
Chapter94542
Pages1-2
Number of pages2
Publication statusPublished - 1 Jun 2021
Event50th European Marketing Academy (EMAC) Annual Conference - ESIC Business & Marketing School, Mdrid, Spain
Duration: 25 May 202128 May 2021
Conference number: 50th
http://www.emac2021conference.org/r/default.asp?iId=JDDGMM

Conference

Conference50th European Marketing Academy (EMAC) Annual Conference
Abbreviated titleEMAC 2021
Country/TerritorySpain
CityMdrid
Period25/05/2128/05/21
Internet address

Keywords

  • Authenticity
  • Social contagion
  • Social media influencers
  • Digital Marketing

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