Details
| Originalsprache | Englisch |
|---|---|
| Seiten (von - bis) | 129-155 |
| Seitenumfang | 27 |
| Fachzeitschrift | Tourism, Culture and Communication |
| Jahrgang | 25 |
| Ausgabenummer | 1 |
| Frühes Online-Datum | 21 Sept. 2023 |
| Publikationsstatus | Veröffentlicht - 22 Jan. 2025 |
Abstract
This work investigates how the relevance of social influencers’ product-specific expertise and utilitarian/hedonic argument style depends on consumers’ (hedonic or utilitarian) consumption goals. The experiment consists of comparing a hotel selection for a vacation (hedonic condition) to a hotel chosen for a seminar trip (utilitarian condition). To verify the hypotheses, a structural equation model is developed. Contradicting human intuition, (1) expertise has a similar importance under hedonic and utilitarian conditions. Regarding (2) argument style, the results indicate the necessity for adaptation to a particular consumption goal. This finding marks a surprising contrast to prior results. Collectively, these findings clarify the ideal pairing of influencer characteristics and consumption goals in the context of influencer marketing.
ASJC Scopus Sachgebiete
- Sozialwissenschaften (insg.)
- Kultur und Raum
- Sozialwissenschaften (insg.)
- Geografie, Planung und Entwicklung
- Sozialwissenschaften (insg.)
- Kommunikation
- Betriebswirtschaft, Management und Rechnungswesen (insg.)
- Tourismus-, Freizeit- und Gastronomiemanagement
Zitieren
- Standard
- Harvard
- Apa
- Vancouver
- BibTex
- RIS
in: Tourism, Culture and Communication, Jahrgang 25, Nr. 1, 22.01.2025, S. 129-155.
Publikation: Beitrag in Fachzeitschrift › Artikel › Forschung › Peer-Review
}
TY - JOUR
T1 - Influencer Marketing for Hedonic and Utilitarian Products
T2 - Counterintuitive Tourism Findings
AU - von Mettenheim, Walter
AU - Wiedmann, Klaus Peter
N1 - Publisher Copyright: Printed in the USA. All rights reserved. Copyright © 2025 Cognizant, LLC.
PY - 2025/1/22
Y1 - 2025/1/22
N2 - This work investigates how the relevance of social influencers’ product-specific expertise and utilitarian/hedonic argument style depends on consumers’ (hedonic or utilitarian) consumption goals. The experiment consists of comparing a hotel selection for a vacation (hedonic condition) to a hotel chosen for a seminar trip (utilitarian condition). To verify the hypotheses, a structural equation model is developed. Contradicting human intuition, (1) expertise has a similar importance under hedonic and utilitarian conditions. Regarding (2) argument style, the results indicate the necessity for adaptation to a particular consumption goal. This finding marks a surprising contrast to prior results. Collectively, these findings clarify the ideal pairing of influencer characteristics and consumption goals in the context of influencer marketing.
AB - This work investigates how the relevance of social influencers’ product-specific expertise and utilitarian/hedonic argument style depends on consumers’ (hedonic or utilitarian) consumption goals. The experiment consists of comparing a hotel selection for a vacation (hedonic condition) to a hotel chosen for a seminar trip (utilitarian condition). To verify the hypotheses, a structural equation model is developed. Contradicting human intuition, (1) expertise has a similar importance under hedonic and utilitarian conditions. Regarding (2) argument style, the results indicate the necessity for adaptation to a particular consumption goal. This finding marks a surprising contrast to prior results. Collectively, these findings clarify the ideal pairing of influencer characteristics and consumption goals in the context of influencer marketing.
KW - Expertise
KW - Hedonic products
KW - Holiday
KW - Influencer marketing
KW - Utilitarian products
UR - http://www.scopus.com/inward/record.url?scp=85216878678&partnerID=8YFLogxK
U2 - 10.3727/109830423X16950766924951
DO - 10.3727/109830423X16950766924951
M3 - Article
AN - SCOPUS:85216878678
VL - 25
SP - 129
EP - 155
JO - Tourism, Culture and Communication
JF - Tourism, Culture and Communication
SN - 1098-304X
IS - 1
ER -