INFLUENCER MARKETING FOR HEDONIC AND UTILITARIAN PRODUCTS: COUNTERINTUITIVE TOURISM FINDINGS

IF 0.5 Q4 HOSPITALITY, LEISURE, SPORT & TOURISM

TOURISM CULTURE & COMMUNICATION Pub Date : 2023-01-01 DOI:10.3727/109830423x16950766924951

WALTER VON METTENHEIM, KLAUS-PETER WIEDMANN

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.

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享乐主义和实用主义产品的影响者营销:违反直觉的旅游发现

这项工作调查了社会影响者的特定产品专业知识和功利/享乐主义论点风格的相关性如何取决于消费者(享乐主义或功利主义)的消费目标。这个实验包括比较度假酒店的选择(享乐条件)和研讨会旅行酒店的选择(功利条件)。为了验证这些假设，建立了一个结构方程模型。与人类的直觉相反，(1)专业知识在享乐主义和功利主义条件下具有相似的重要性。关于(2)论点风格，结果表明有必要适应特定的消费目标。这一发现与先前的结果形成了惊人的对比。总的来说，这些发现阐明了网红营销背景下网红特征和消费目标的理想配对。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

TOURISM CULTURE & COMMUNICATION HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

1.20

自引率

16.70%

发文量

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.