影响力营销
感知
支付意愿
产品(数学)
营销
业务
广告
控制(管理)
内容(测量理论)
心理学
市场营销管理
关系营销
经济
管理
数学分析
几何学
数学
神经科学
微观经济学
作者
Sommer Kapitan,Patrick van Esch,Vrinda Soma,Jan Kietzmann
标识
DOI:10.1177/18393349211011171
摘要
Across four studies, over 1,100 participants, and two product categories, we examine the impact of endorser type (celebrity vs. influencer) on consumers’ willingness to pay for an endorsed product (Study 1a). We determine whether the impact of endorser type on willingness to pay is mediated by perceptions of authenticity (Study 1b). Finally, we test how perceptions that an endorser as a content creator (vs. paid promoter) acts as a boundary condition on the effect of authenticity on willingness to pay (Study 2a). Moreover, consumers see an endorsement by influencers who demonstrate they are intrinsically motivated and in creative control over their content as more believable and authentic, which significantly drives their willingness to pay for an endorsed product (Study 2b). We propose that in influencer marketing, marketing practitioners should seek to engage influencers who are authentic and retain control over their own content. Theoretical and practical implications are discussed, and recommendations for future research are presented.
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