Details
| Original language | English |
|---|---|
| Pages (from-to) | 129-155 |
| Number of pages | 27 |
| Journal | Tourism, Culture and Communication |
| Volume | 25 |
| Issue number | 1 |
| Early online date | 21 Sept 2023 |
| Publication status | Published - 22 Jan 2025 |
Abstract
This work investigates how the relevance of social influencers’ product-specific expertise and utilitarian/hedonic argument style depends on consumers’ (hedonic or utilitarian) consumption goals. The experiment consists of comparing a hotel selection for a vacation (hedonic condition) to a hotel chosen for a seminar trip (utilitarian condition). To verify the hypotheses, a structural equation model is developed. Contradicting human intuition, (1) expertise has a similar importance under hedonic and utilitarian conditions. Regarding (2) argument style, the results indicate the necessity for adaptation to a particular consumption goal. This finding marks a surprising contrast to prior results. Collectively, these findings clarify the ideal pairing of influencer characteristics and consumption goals in the context of influencer marketing.
Keywords
- Expertise, Hedonic products, Holiday, Influencer marketing, Utilitarian products
ASJC Scopus subject areas
- Social Sciences(all)
- Cultural Studies
- Social Sciences(all)
- Geography, Planning and Development
- Social Sciences(all)
- Communication
- Business, Management and Accounting(all)
- Tourism, Leisure and Hospitality Management
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In: Tourism, Culture and Communication, Vol. 25, No. 1, 22.01.2025, p. 129-155.
Research output: Contribution to journal › Article › Research › peer review
}
TY - JOUR
T1 - Influencer Marketing for Hedonic and Utilitarian Products
T2 - Counterintuitive Tourism Findings
AU - von Mettenheim, Walter
AU - Wiedmann, Klaus Peter
N1 - Publisher Copyright: Printed in the USA. All rights reserved. Copyright © 2025 Cognizant, LLC.
PY - 2025/1/22
Y1 - 2025/1/22
N2 - This work investigates how the relevance of social influencers’ product-specific expertise and utilitarian/hedonic argument style depends on consumers’ (hedonic or utilitarian) consumption goals. The experiment consists of comparing a hotel selection for a vacation (hedonic condition) to a hotel chosen for a seminar trip (utilitarian condition). To verify the hypotheses, a structural equation model is developed. Contradicting human intuition, (1) expertise has a similar importance under hedonic and utilitarian conditions. Regarding (2) argument style, the results indicate the necessity for adaptation to a particular consumption goal. This finding marks a surprising contrast to prior results. Collectively, these findings clarify the ideal pairing of influencer characteristics and consumption goals in the context of influencer marketing.
AB - This work investigates how the relevance of social influencers’ product-specific expertise and utilitarian/hedonic argument style depends on consumers’ (hedonic or utilitarian) consumption goals. The experiment consists of comparing a hotel selection for a vacation (hedonic condition) to a hotel chosen for a seminar trip (utilitarian condition). To verify the hypotheses, a structural equation model is developed. Contradicting human intuition, (1) expertise has a similar importance under hedonic and utilitarian conditions. Regarding (2) argument style, the results indicate the necessity for adaptation to a particular consumption goal. This finding marks a surprising contrast to prior results. Collectively, these findings clarify the ideal pairing of influencer characteristics and consumption goals in the context of influencer marketing.
KW - Expertise
KW - Hedonic products
KW - Holiday
KW - Influencer marketing
KW - Utilitarian products
UR - http://www.scopus.com/inward/record.url?scp=85216878678&partnerID=8YFLogxK
U2 - 10.3727/109830423X16950766924951
DO - 10.3727/109830423X16950766924951
M3 - Article
AN - SCOPUS:85216878678
VL - 25
SP - 129
EP - 155
JO - Tourism, Culture and Communication
JF - Tourism, Culture and Communication
SN - 1098-304X
IS - 1
ER -