Social Influencers and Healthy Nutrition – The Challenge of Overshadowing Effects and Uninvolved Consumers

IF 3.6 Q2 BUSINESS
Walter von Mettenheim, Klaus-Peter Wiedmann
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引用次数: 2

Abstract

ABSTRACT In this study, the researchers investigate the issue of social influencers as endorsers of healthy nutrition. This issue is highly underexplored and involves two aspects that might pose a special challenge: (1) overshadowing and (2) consumers’ lack of involvement in healthy nutrition. Based on an experiment that included 289 valid observations, the researchers tested two influencer archetypes, namely, an attractive influencer and a sporty influencer. The data were analyzed with structural equation modeling in SmartPLS. For the attractive influencer, the researchers found a small overshadowing effect. The sporty influencer did not elicit any overshadowing. Furthermore, the sporty influencer appeared to have more favorable effects on highly involved consumers. The opposite was true for low-involved consumers: the attractive influencer had a stronger impact. Based on these surprising results, the researchers propose implications for theory and practice.
社会影响者和健康营养——遮蔽效应和不参与消费者的挑战
在本研究中,研究人员调查了社会影响者作为健康营养倡导者的问题。这个问题尚未得到充分探讨,涉及两个方面,可能构成特殊的挑战:(1)遮蔽和(2)消费者对健康营养缺乏参与。基于一项包含289项有效观察的实验,研究人员测试了两种影响者原型,即有吸引力的影响者和运动的影响者。使用SmartPLS中的结构方程建模对数据进行分析。对于有吸引力的影响者,研究人员发现了一个小的遮蔽效应。这位运动影响者并没有引起任何阴影。此外,运动网红似乎对高度参与的消费者产生了更有利的影响。对于参与度低的消费者来说,情况正好相反:有吸引力的网红有更大的影响力。基于这些令人惊讶的结果,研究人员提出了理论和实践的启示。
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
CiteScore
5.70
自引率
6.90%
发文量
17
期刊介绍: From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.
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