Details
| Original language | English |
|---|---|
| Pages (from-to) | 365-383 |
| Number of pages | 19 |
| Journal | Journal of Food Products Marketing |
| Volume | 27 |
| Issue number | 8-9 |
| Publication status | Published - 20 Jan 2022 |
Abstract
In this study, the researchers investigate the issue of social influencers as endorsers of healthy nutrition. This issue is highly underexplored and involves two aspects that might pose a special challenge: (1) overshadowing and (2) consumers’ lack of involvement in healthy nutrition. Based on an experiment that included 289 valid observations, the researchers tested two influencer archetypes, namely, an attractive influencer and a sporty influencer. The data were analyzed with structural equation modeling in SmartPLS. For the attractive influencer, the researchers found a small overshadowing effect. The sporty influencer did not elicit any overshadowing. Furthermore, the sporty influencer appeared to have more favorable effects on highly involved consumers. The opposite was true for low-involved consumers: the attractive influencer had a stronger impact. Based on these surprising results, the researchers propose implications for theory and practice.
Keywords
- attractiveness, healthy nutrition, Influencer marketing, overshadowing, sportiness
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Business and International Management
- Agricultural and Biological Sciences(all)
- Food Science
- Business, Management and Accounting(all)
- Marketing
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In: Journal of Food Products Marketing, Vol. 27, No. 8-9, 20.01.2022, p. 365-383.
Research output: Contribution to journal › Article › Research › peer review
}
TY - JOUR
T1 - Social Influencers and Healthy Nutrition
T2 - The Challenge of Overshadowing Effects and Uninvolved Consumers
AU - Von Mettenheim, Walter
AU - Wiedmann, Klaus-Peter
PY - 2022/1/20
Y1 - 2022/1/20
N2 - In this study, the researchers investigate the issue of social influencers as endorsers of healthy nutrition. This issue is highly underexplored and involves two aspects that might pose a special challenge: (1) overshadowing and (2) consumers’ lack of involvement in healthy nutrition. Based on an experiment that included 289 valid observations, the researchers tested two influencer archetypes, namely, an attractive influencer and a sporty influencer. The data were analyzed with structural equation modeling in SmartPLS. For the attractive influencer, the researchers found a small overshadowing effect. The sporty influencer did not elicit any overshadowing. Furthermore, the sporty influencer appeared to have more favorable effects on highly involved consumers. The opposite was true for low-involved consumers: the attractive influencer had a stronger impact. Based on these surprising results, the researchers propose implications for theory and practice.
AB - In this study, the researchers investigate the issue of social influencers as endorsers of healthy nutrition. This issue is highly underexplored and involves two aspects that might pose a special challenge: (1) overshadowing and (2) consumers’ lack of involvement in healthy nutrition. Based on an experiment that included 289 valid observations, the researchers tested two influencer archetypes, namely, an attractive influencer and a sporty influencer. The data were analyzed with structural equation modeling in SmartPLS. For the attractive influencer, the researchers found a small overshadowing effect. The sporty influencer did not elicit any overshadowing. Furthermore, the sporty influencer appeared to have more favorable effects on highly involved consumers. The opposite was true for low-involved consumers: the attractive influencer had a stronger impact. Based on these surprising results, the researchers propose implications for theory and practice.
KW - attractiveness
KW - healthy nutrition
KW - Influencer marketing
KW - overshadowing
KW - sportiness
UR - http://www.scopus.com/inward/record.url?scp=85123449191&partnerID=8YFLogxK
U2 - 10.1080/10454446.2022.2028692
DO - 10.1080/10454446.2022.2028692
M3 - Article
AN - SCOPUS:85123449191
VL - 27
SP - 365
EP - 383
JO - Journal of Food Products Marketing
JF - Journal of Food Products Marketing
SN - 1045-4446
IS - 8-9
ER -