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.
Published Version
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call