Influencers' contagion effects in social media

Saleh Shuqair; Rita  Rita da Costa Nunes Malcata Alves; Diego  Costa Pinto; Anna  Mattila

Influencers' contagion effects in social media

Saleh Shuqair, Rita Rita da Costa Nunes Malcata Alves, Diego Costa Pinto, Anna Mattila

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding › peer-review

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 language	English
Title of host publication	Proceedings of the European Marketing Academy (EMAC)
Publisher	European Marketing Academy
Publication status	Published - 25 May 2021
Externally published	Yes
Event	European Marketing Academy Conference 2021: Marketing for Growth - virtual, Madrid, Spain Duration: 25 May 2021 → 28 May 2021 Conference number: 50th http://www.emac2021conference.org/r/default.asp?iId=JDDGMM

Conference

Conference	European Marketing Academy Conference 2021
Abbreviated title	EMAC 2021
Country/Territory	Spain
City	Madrid
Period	25/05/21 → 28/05/21
Internet address	http://www.emac2021conference.org/r/default.asp?iId=JDDGMM

Keywords

Authenticity
social contagion
social media influencers

Cite this

@inproceedings{c3b67a7d59964467b6480da9130127d0,

title = "Influencers' contagion effects in social media",

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). ",

keywords = "Authenticity, social contagion, social media influencers",

author = "Saleh Shuqair and {Rita da Costa Nunes Malcata Alves}, Rita and {Costa Pinto}, Diego and Anna Mattila",

year = "2021",

month = may,

day = "25",

language = "English",

booktitle = "Proceedings of the European Marketing Academy (EMAC)",

publisher = "European Marketing Academy",

address = "Belgium",

note = "European Marketing Academy Conference 2021 : Marketing for Growth, EMAC 2021 ; Conference date: 25-05-2021 Through 28-05-2021",

url = "http://www.emac2021conference.org/r/default.asp?iId=JDDGMM",

}

TY - GEN

T1 - Influencers' contagion effects in social media

AU - Shuqair, Saleh

AU - Rita da Costa Nunes Malcata Alves, Rita

AU - Costa Pinto, Diego

AU - Mattila , Anna

N1 - Conference code: 50th

PY - 2021/5/25

Y1 - 2021/5/25

N2 - 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).

AB - 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).

KW - Authenticity

KW - social contagion

KW - social media influencers

UR - http://proceedings.emac-online.org/index.cfm?abstractid=A2021-94542&INFLUENCERS%E2%80%99%20CONTAGION%20EFFECTS%20IN%20SOCIAL%20MEDIA

M3 - Conference proceeding

BT - Proceedings of the European Marketing Academy (EMAC)

PB - European Marketing Academy

T2 - European Marketing Academy Conference 2021

Y2 - 25 May 2021 through 28 May 2021

ER -

Influencers' contagion effects in social media

Abstract

Conference

Keywords

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