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 proceedingConference proceedingpeer-review


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 languageEnglish
Title of host publicationProceedings of the European Marketing Academy (EMAC)
PublisherEuropean Marketing Academy
Publication statusPublished - 25 May 2021
Externally publishedYes
EventEuropean Marketing Academy Conference 2021: Marketing for Growth - virtual, Madrid, Spain
Duration: 25 May 202128 May 2021
Conference number: 50th


ConferenceEuropean Marketing Academy Conference 2021
Abbreviated titleEMAC 2021
Internet address


  • Authenticity
  • social contagion
  • social media influencers


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