Por favor, use este identificador para citar o enlazar este ítem:
https://doi.org/10.1108/JRIM-03-2020-0059
Twittear
Título: | How to motivate opinion leaders to spread e-WoM on social media: monetary vs non-monetary incentives |
Fecha de publicación: | 2022 |
Cita bibliográfica: | Journal of Research in Interactive Marketing, 16(1), 154-171 |
Palabras clave: | Opinion leaders Social media Disclosure Monetary incentives Non-monetary incentives Influencers Bloggers, e-WoM |
Resumen: | Purpose Opinion 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/approach A 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. Findings Various 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/value It 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. |
Autor/es principal/es: | López, Manuela Sicilia, María Verlegh, Peeter WJ |
Facultad/Departamentos/Servicios: | Facultades, Departamentos, Servicios y Escuelas::Facultades de la UMU::Facultad de Economía y Empresa |
Versión del editor: | https://www.emerald.com/insight/content/doi/10.1108/JRIM-03-2020-0059/full/html |
URI: | http://hdl.handle.net/10201/138634 |
DOI: | https://doi.org/10.1108/JRIM-03-2020-0059 |
Tipo de documento: | info:eu-repo/semantics/article |
Número páginas / Extensión: | 27 |
Derechos: | info:eu-repo/semantics/openAccess Attribution-NonCommercial-NoDerivatives 4.0 Internacional Atribución-NoComercial 4.0 Internacional |
Descripción: | ©2022. This manuscript version is made available under the CC-BY-NC 4.0 license http://creativecommons.org/licenses/by-nc /4.0/ This document is the Accepted version of a Published Work that appeared in final form in Journal of Research in Interactive Marketing. To access the final edited and published work see https://doi.org/10.1108/JRIM-03-2020-0059 |
Aparece en las colecciones: | Artículos: Comercialización e Investigación de Mercados |
Ficheros en este ítem:
Fichero | Descripción | Tamaño | Formato | |
---|---|---|---|---|
López et al., 2022.pdf | Artículo | 554,16 kB | Adobe PDF | Visualizar/Abrir |
Este ítem está sujeto a una licencia Creative Commons Licencia Creative Commons