{"title":"Social Influencers and Healthy Nutrition – The Challenge of Overshadowing Effects and Uninvolved Consumers","authors":"Walter von Mettenheim, Klaus-Peter Wiedmann","doi":"10.1080/10454446.2022.2028692","DOIUrl":null,"url":null,"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.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":3.6000,"publicationDate":"2021-11-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Food Products Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10454446.2022.2028692","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
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.
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.