Details
| Original language | English |
|---|---|
| Pages (from-to) | 439-458 |
| Number of pages | 20 |
| Journal | American Business Review |
| Volume | 27 |
| Issue number | 2 |
| Publication status | Published - Nov 2024 |
Abstract
This work identifies differences in the success factors of influencers given consumers’ consumption goals (hedonic vs. utilitarian). Although practitioners have complained about the lack of know-how regarding this issue, research on the topic remains scarce. Hypotheses on the differing relevance of the demographic similarity of influencers and consumers and of the factuality of influencers’ communication are verified through an empirical investigation. The scenario is consumers’ selection of a hotel for (1) a holiday (hedonic consumption goal) or (2) a professional/university seminar (utilitarian consumption goal). The results are analyzed by structural equation modeling and multigroup analysis. We generate some surprising results. Counterintuitively, demographic similarity is more important under utilitarian than hedonic conditions. Factuality seems equally important in both conditions. Explanations and implications of these findings are provided.
Keywords
- Demographic Similarity, Factuality, Hedonic Products, Social Influencer Marketing, Utilitarian Products
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Business, Management and Accounting (miscellaneous)
- Business, Management and Accounting(all)
- Strategy and Management
- Business, Management and Accounting(all)
- Organizational Behavior and Human Resource Management
- Business, Management and Accounting(all)
- Marketing
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In: American Business Review, Vol. 27, No. 2, 11.2024, p. 439-458.
Research output: Contribution to journal › Article › Research › peer review
}
TY - JOUR
T1 - The Relevance of Demographic Similarity and Factuality in Social Influencer Communication Culture
T2 - A Comparison Between Hedonic and Utilitarian Conditions
AU - von Mettenheim, Walter
AU - Wiedmann, Klaus Peter
N1 - Publisher Copyright: © The Authors 2024.
PY - 2024/11
Y1 - 2024/11
N2 - This work identifies differences in the success factors of influencers given consumers’ consumption goals (hedonic vs. utilitarian). Although practitioners have complained about the lack of know-how regarding this issue, research on the topic remains scarce. Hypotheses on the differing relevance of the demographic similarity of influencers and consumers and of the factuality of influencers’ communication are verified through an empirical investigation. The scenario is consumers’ selection of a hotel for (1) a holiday (hedonic consumption goal) or (2) a professional/university seminar (utilitarian consumption goal). The results are analyzed by structural equation modeling and multigroup analysis. We generate some surprising results. Counterintuitively, demographic similarity is more important under utilitarian than hedonic conditions. Factuality seems equally important in both conditions. Explanations and implications of these findings are provided.
AB - This work identifies differences in the success factors of influencers given consumers’ consumption goals (hedonic vs. utilitarian). Although practitioners have complained about the lack of know-how regarding this issue, research on the topic remains scarce. Hypotheses on the differing relevance of the demographic similarity of influencers and consumers and of the factuality of influencers’ communication are verified through an empirical investigation. The scenario is consumers’ selection of a hotel for (1) a holiday (hedonic consumption goal) or (2) a professional/university seminar (utilitarian consumption goal). The results are analyzed by structural equation modeling and multigroup analysis. We generate some surprising results. Counterintuitively, demographic similarity is more important under utilitarian than hedonic conditions. Factuality seems equally important in both conditions. Explanations and implications of these findings are provided.
KW - Demographic Similarity
KW - Factuality
KW - Hedonic Products
KW - Social Influencer Marketing
KW - Utilitarian Products
UR - http://www.scopus.com/inward/record.url?scp=85210034695&partnerID=8YFLogxK
U2 - 10.37625/abr.27.2.439-458
DO - 10.37625/abr.27.2.439-458
M3 - Article
AN - SCOPUS:85210034695
VL - 27
SP - 439
EP - 458
JO - American Business Review
JF - American Business Review
IS - 2
ER -