{"title":"INFLUENCER MARKETING FOR HEDONIC AND UTILITARIAN PRODUCTS: COUNTERINTUITIVE TOURISM FINDINGS","authors":"WALTER VON METTENHEIM, KLAUS-PETER WIEDMANN","doi":"10.3727/109830423x16950766924951","DOIUrl":null,"url":null,"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.","PeriodicalId":41836,"journal":{"name":"TOURISM CULTURE & COMMUNICATION","volume":"21 1","pages":"0"},"PeriodicalIF":0.5000,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"TOURISM CULTURE & COMMUNICATION","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.3727/109830423x16950766924951","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 0
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.
期刊介绍：
Tourism, Culture & Communication is the longest established international refereed journal that is dedicated to the cultural dimensions of tourism. The editors adopt a purposefully broad scope that welcomes readers and contributors from diverse disciplines and who are receptive in a wide variety of research methods. While potential cultural issues and identities are unlimited, there is a requirement that their consideration should relate to the tourism and hospitality domain. Tourism, Culture & Communication provides readers with multidisciplinary perspectives that consider topics and fields extending beyond national and indigenous cultures as they are traditionally understood and recognized. Coverage may extend to issues such as cultural dimensions of the United Nations’ Sustainable Development Goals (SDGs), gender and tourism, managing tourists with disabilities, sport tourism, or age-specific tourism. Contributions that draw upon the communications literature to explain the tourism phenomenon are also particularly welcome. Beyond the focus on culture and communications, the editors recognize the important interrelationships with economies, society, politics, and the environment. The journal publishes high-quality research and applies a double-blind refereeing process. Tourism, Culture & Communication consists of main articles, major thematic reviews, position papers on theory and practice, and substantive case studies. A reports section covers specific initiatives and projects, “hot topics,” work-in-progress, and critical reviews.
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