The impact of influencer motives and commonness perceptions on follower reactions toward incentivized reviews

Gerrath, Maximilian H. E. E.; Usrey, Bryan

doi:10.1016/j.ijresmar.2020.09.010

Cited by 45 publications

(50 citation statements)

References 67 publications

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“…Consumers tend to change their behavior and buy more frequently after receiving rewards because they feel that the brand value them and appreciate their money (Dorotic et al, 2014). Receiving rewards also empower consumers to share their positive experiences online about the brand (Ba et al, 2001;Lou et al, 2013), encourages them to recommend this brand to others (Schmitt et al, 2011), and increase consumers' attitudes and behaviors, especially in social media (Gerrath and Usrey, 2020;Rohm et al, 2013). Many brands depend on various rewarding systems such as loyalty programs to create a strong bond between the consumers and the brand (Dorotic et al, 2012;Meyer-Waarden and Benavent, 2009).…”

Section: Interacɵvitymentioning

confidence: 99%

Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement

Elsharnouby¹,

Mohsen²,

Saeed³

et al. 2021

JRIM

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Purpose This study aims to examine the relationships between the online communities’ characteristics and resilience to negative information (RNI) mediated by both brand knowledge and brand involvement. Design/methodology/approach According to stimulus-organism-response (S-O-R) framework, this research postulates that information quality, rewards and virtual interactivity drive RNI directly and indirectly through brand knowledge and/ or brand involvement. A survey of 326 Facebook pages followers was conducted, representing followers of fashion clothing brands in social media platforms in Egypt. We have used AMOS to check the constructs’ validity and reliability, as well as the Hayes’s PROCESS macro to test the mediation. Findings The findings show that information quality, rewards and virtual interactivity are the respective drivers of brand knowledge and brand involvement; the brand knowledge and brand involvement help explain why consumers are resilient to negative information of specific brands; and the drivers of brand knowledge and/ or brand involvement differ in consumers who tend to ignore negative information they receive about the brand. Practical implications Outcomes of the research recommend that executives should identify the outstanding determinants for improving resilient consumers to negative information through creating the highest possible brand knowledge and involvement between the consumers and brands. Originality/value Little attention has been paid to examine the RNI and linking it with brand knowledge and brand involvement in online communities’ context, thus, the current research is conducted.

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Section: Interacɵvitymentioning

confidence: 99%

Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement

Elsharnouby¹,

Mohsen²,

Saeed³

et al. 2021

JRIM

View full text Add to dashboard Cite

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“…An anchor is a kind of Internet celebrity who relies on social media to become popular (Gerrath and Usrey, 2020;Chen et al, 2021). Compared to traditional celebrity endorsements by movie or athletic stars with a higher social status, many livestream shopping anchors are ordinary people, also known as "grassroots" celebrities (Wang, 2021).…”

Section: Literature Review and Hypotheses Livestream Shopping And Anchorsmentioning

confidence: 99%

How Do Anchors' Characteristics Influence Consumers' Behavioural Intention in Livestream Shopping? A Moderated Chain-Mediation Explanatory Model

Zhu

Nie

et al. 2021

Front. Psychol.

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Livestream shopping has become the focus of current marketing practises, while theoretical research on it is still in initial stages. Thus, from the para-social interaction (PSI) theory perspective, this study draws on cognitive–affective system theory as an analytical framework to explore internal mechanisms of how anchors' characteristics influence consumer behavioural intentions in livestream shopping while considering the characteristics of consumer online interaction propensity. We conducted a survey questionnaire with a sample of 355 consumers who experienced livestream shopping and used structural equation modelling to assess their behavioural intentions. Our results reveal that anchors' physical attractiveness, social attractiveness, and professional ability influence consumers' intentions to follow the authors' suggestions and recommend anchors to others during live streams. PSI and affective trust in anchors are the chain-mediation mechanisms. Furthermore, consumers' online interaction propensity positively moderates the influence of anchors' characteristics on PSI and plays a moderating role on the whole chain mediation. However, this only affects anchors' physical attractiveness and social attractiveness while exert no effect on anchors' professional ability. This study advances the theoretical research on livestream shopping and provides practical inspiration for managers to develop more targeted livestream marketing strategies.

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“…2.1 Opinion leaders and their relationship with followers People who influence others through social media are usually referred to as influencers (Gerrath and Usrey, 2020). Al-Emadi and Yahia (2020) identified two main groups of influencers: established influencers, who are celebrities that are known in other areas outside social media; and ordinary influencers, who are unknown offline but have become famous through their self-branding activities on the Internet.…”

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

“…Opinion leaders are usually intrinsically motivated to write a post about a product or a brand because of their personal interest in or admiration for it (Gerrath and Usrey, 2020). When an internal attribution is made, the cause of the given behaviour is assigned to the individual's characteristics, such as ability, effort or disposition (Myers, 2010).…”

Section: Opinion Leader Decisions Based On the Expected Reactions Of ...mentioning

confidence: 99%

“…In contrast, in case of monetary incentive, the intrinsic attribution is less likely to be plausible to followers. In such a case, the opinion leader is extrinsically motivated to write a post (Gerrath and Usrey, 2020). Therefore, opinion leaders may expect their readers to infer that there is an extrinsic motivation behind their decision to post.…”

Section: Opinion Leader Decisions Based On the Expected Reactions Of ...mentioning

confidence: 99%

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How to motivate opinion leaders to spread e-WoM on social media: monetary vs non-monetary incentives

López

Piñero

Verlegh

2021

JRIM

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PurposeOpinion leaders are increasingly important as a source of information, with consumers judging them to be more credible than other media and more influential than other consumers. Thus, companies have an interest in engaging opinion leaders to post about products and brands, and the authors analyse different incentives for encouraging them to spread the word on social media (via electronic word-of-mouth [e-WoM]).Design/methodology/approachA 2 × 3 between-subjects experimental design was developed in which 359 technological opinion leaders (bloggers) participated. The authors manipulated the monetary incentive (money vs no money) and non-monetary incentives (information only vs return product vs keep product) offered in exchange for a brand post.FindingsVarious techniques for approaching opinion leaders are effective, but to differing degrees. Providing a product free of charge increases the likelihood that opinion leaders will post about it, and the highest intention to post is observed when they are allowed to keep the product. In contrast, giving money to opinion leaders could have an indirect negative impact on their intention to post through the expected negative reaction of followers.Originality/valueIt remains unclear how opinion leaders can best be encouraged to spread e-WoM, as incentives used for consumers may work differently for opinion leaders, who have followers that they want to maintain. The main contribution of this paper lies in its explanation of why opinion leaders react differently to monetary versus non-monetary incentives.

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The impact of influencer motives and commonness perceptions on follower reactions toward incentivized reviews

Cited by 45 publications

References 67 publications

Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement

Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement

How Do Anchors' Characteristics Influence Consumers' Behavioural Intention in Livestream Shopping? A Moderated Chain-Mediation Explanatory Model

How to motivate opinion leaders to spread e-WoM on social media: monetary vs non-monetary incentives

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