Details
| Original language | English |
|---|---|
| Pages (from-to) | 31-49 |
| Number of pages | 19 |
| Journal | Journal of Consumer Marketing |
| Volume | 30 |
| Issue number | 1 |
| Publication status | Published - 25 Jan 2013 |
Abstract
Purpose: Buying behaviour can be interpreted as a signal of social identity. For example, individuals may purchase specific cars to indicate their social status and income, or they may dress in particular ways to show their taste in fashion or their membership in a social group. This paper aims to focus on the identification of market place influencers in a social identity context, in order to better market products and services to social groups. Design/methodology/approach: A structural model linking consumers' individual capital (motivation to influence), social capital (opportunistic use of social influence), and social leadership ability (persuasive "power") is introduced. Hypotheses on the interrelations of these factors are proposed and the model is empirically tested using causal analysis. The survey data were collected in Germany in the context of socially influenced automotive buying behavior (428 valid questionnaires). Findings: The proposed model supports significant relations between individual capital and social capital and social leadership ability. The results suggest which factors (individual and social capital) describe social influencers, helping to identify powerful social influencers in a social identity context. Different types of social influence leaders and followers are presented and characterized. Originality/value: This paper offers marketing researchers and practitioners a new integrative approach to target consumers with specific social identities via social influencers.
Keywords
- Consumers, Individual capital, Influence, Leadership ability, Social capital, Social identity, Social influencer
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Business and International Management
- Business, Management and Accounting(all)
- Marketing
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In: Journal of Consumer Marketing, Vol. 30, No. 1, 25.01.2013, p. 31-49.
Research output: Contribution to journal › Article › Research › peer review
}
TY - JOUR
T1 - Social persuasion
T2 - Targeting social identities through social influencers
AU - Langner, Sascha
AU - Hennigs, Nadine
AU - Wiedmann, Klaus Peter
PY - 2013/1/25
Y1 - 2013/1/25
N2 - Purpose: Buying behaviour can be interpreted as a signal of social identity. For example, individuals may purchase specific cars to indicate their social status and income, or they may dress in particular ways to show their taste in fashion or their membership in a social group. This paper aims to focus on the identification of market place influencers in a social identity context, in order to better market products and services to social groups. Design/methodology/approach: A structural model linking consumers' individual capital (motivation to influence), social capital (opportunistic use of social influence), and social leadership ability (persuasive "power") is introduced. Hypotheses on the interrelations of these factors are proposed and the model is empirically tested using causal analysis. The survey data were collected in Germany in the context of socially influenced automotive buying behavior (428 valid questionnaires). Findings: The proposed model supports significant relations between individual capital and social capital and social leadership ability. The results suggest which factors (individual and social capital) describe social influencers, helping to identify powerful social influencers in a social identity context. Different types of social influence leaders and followers are presented and characterized. Originality/value: This paper offers marketing researchers and practitioners a new integrative approach to target consumers with specific social identities via social influencers.
AB - Purpose: Buying behaviour can be interpreted as a signal of social identity. For example, individuals may purchase specific cars to indicate their social status and income, or they may dress in particular ways to show their taste in fashion or their membership in a social group. This paper aims to focus on the identification of market place influencers in a social identity context, in order to better market products and services to social groups. Design/methodology/approach: A structural model linking consumers' individual capital (motivation to influence), social capital (opportunistic use of social influence), and social leadership ability (persuasive "power") is introduced. Hypotheses on the interrelations of these factors are proposed and the model is empirically tested using causal analysis. The survey data were collected in Germany in the context of socially influenced automotive buying behavior (428 valid questionnaires). Findings: The proposed model supports significant relations between individual capital and social capital and social leadership ability. The results suggest which factors (individual and social capital) describe social influencers, helping to identify powerful social influencers in a social identity context. Different types of social influence leaders and followers are presented and characterized. Originality/value: This paper offers marketing researchers and practitioners a new integrative approach to target consumers with specific social identities via social influencers.
KW - Consumers
KW - Individual capital
KW - Influence
KW - Leadership ability
KW - Social capital
KW - Social identity
KW - Social influencer
UR - http://www.scopus.com/inward/record.url?scp=84872950031&partnerID=8YFLogxK
U2 - 10.1108/07363761311290821
DO - 10.1108/07363761311290821
M3 - Article
AN - SCOPUS:84872950031
VL - 30
SP - 31
EP - 49
JO - Journal of Consumer Marketing
JF - Journal of Consumer Marketing
SN - 0736-3761
IS - 1
ER -