Influencer Effectiveness: Contexts and Boundaries
Influencers have distinct effectiveness from that of traditional product endorsers. We investigate why and when influencers are effective, drawing on persuasion knowledge and parasocial interaction literatures. Across several studies, we demonstrate the important characteristics of influencers, and the effectiveness of influencer- vs. brand-communicated messages.
Jared Joseph Watson, Lauren Grewal, and Shoshana Segal (2020) ,"Influencer Effectiveness: Contexts and Boundaries", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1058-1053.
Jared Joseph Watson, New York University, USA
Lauren Grewal, Dartmouth College, USA
Shoshana Segal, New York University, USA
NA - Advances in Consumer Research Volume 48 | 2020
P14. Financial Behavior Among Young Adult Consumers: The Influence of Self-determination and Financial Psychology
Heejung Park, University of Wyoming, USA
Trusting the data, the self and “the other” in self tracking practices
Dorthe Brogård Kristensen, University of Southern Denmark, Denmark
Donate Today or Give Tomorrow? Adding a Time Delay Increases Donation Amount but not Willingness to Donate
Emily Powell, New York University, USA
Minah Jung, New York University, USA
Joachim Vosgerau, Bocconi University, Italy
Eyal Pe'er, Bar-Ilan University