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

López, Manuela; Sicilia, María; Verlegh, Peeter WJ

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

dc.contributor.author	López, Manuela
dc.contributor.author	Sicilia, María
dc.contributor.author	Verlegh, Peeter WJ
dc.contributor.department	Comercialización e Investigación de Mercados
dc.date.accessioned	2024-02-05T12:12:44Z
dc.date.available	2024-02-05T12:12:44Z
dc.date.issued	2022
dc.description	©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
dc.description.abstract	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.	es
dc.format	application/pdf	es
dc.format.extent	27	es
dc.identifier.citation	Journal of Research in Interactive Marketing, 16(1), 154-171
dc.identifier.doi	https://doi.org/10.1108/JRIM-03-2020-0059
dc.identifier.uri	http://hdl.handle.net/10201/138634
dc.language	eng	es
dc.relation	This research was supported by the grant ECO2017-83999-R from the Spanish Agencia Estatal de Investigación (AEI) and the European Regional Development Fund (ERDF).	es
dc.relation.publisherversion	https://www.emerald.com/insight/content/doi/10.1108/JRIM-03-2020-0059/full/html	es
dc.rights	info:eu-repo/semantics/openAccess	es
dc.rights	Attribution-NonCommercial-NoDerivatives 4.0 Internacional	*
dc.rights	Atribución-NoComercial 4.0 Internacional	*
dc.rights.uri	http://creativecommons.org/licenses/by-nc/4.0/	*
dc.subject	Opinion leaders	es
dc.subject	Social media
dc.subject	Disclosure
dc.subject	Monetary incentives
dc.subject	Non-monetary incentives
dc.subject	Influencers
dc.subject	Bloggers, e-WoM
dc.title	How to motivate opinion leaders to spread e-WoM on social media: monetary vs non-monetary incentives	es
dc.type	info:eu-repo/semantics/article	es
dspace.entity.type	Publication	es