IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v132y2021icp860-871.html
   My bibliography  Save this article

The superstar social media influencer: Exploiting linguistic style and emotional contagion over content?

Author

Listed:
  • Lee, Michael T.
  • Theokary, Carol

Abstract

In an aggressively growing market, influencers exploit social media platforms to make videos on their chosen interests in an attempt to attract viewers worldwide. Consequently, the platforms provide monetary rewards to these influencers that are commensurate with the number of views and subscribers. We use the language expectancy theory and the emotional contagion theory in an elaboration likelihood model of persuasion to understand why the financial success of influencers varies so widely. We conduct the analysis with speech-to-text data, survey data, archival data, and structural equation modelling. Contrary to the pre-internet persuasion research, the able, motivated, and focused viewers of superstar social media influencers identify the traditionally peripheral elements of linguistic style and emotional contagion as central to increasing the number of views and subscribers. However, these viewers identify content and production expertise, traditionally central elements, as peripheral to viewing and subscriber performance.

Suggested Citation

  • Lee, Michael T. & Theokary, Carol, 2021. "The superstar social media influencer: Exploiting linguistic style and emotional contagion over content?," Journal of Business Research, Elsevier, vol. 132(C), pages 860-871.
  • Handle: RePEc:eee:jbrese:v:132:y:2021:i:c:p:860-871
    DOI: 10.1016/j.jbusres.2020.11.014
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296320307657
    Download Restriction: Full text for ScienceDirect subscribers only

    File URL: https://libkey.io/10.1016/j.jbusres.2020.11.014?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Yoo, Chul Woo & Goo, Jahyun & Huang, C. Derrick & Nam, Kichan & Woo, Mina, 2017. "Improving travel decision support satisfaction with smart tourism technologies: A framework of tourist elaboration likelihood and self-efficacy," Technological Forecasting and Social Change, Elsevier, vol. 123(C), pages 330-341.
    2. Allison, Thomas H. & Davis, Blakley C. & Webb, Justin W. & Short, Jeremy C., 2017. "Persuasion in crowdfunding: An elaboration likelihood model of crowdfunding performance," Journal of Business Venturing, Elsevier, vol. 32(6), pages 707-725.
    3. Friestad, Marian & Wright, Peter, 1994. "The Persuasion Knowledge Model: How People Cope with Persuasion Attempts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 1-31, June.
    4. Parhankangas, Annaleena & Renko, Maija, 2017. "Linguistic style and crowdfunding success among social and commercial entrepreneurs," Journal of Business Venturing, Elsevier, vol. 32(2), pages 215-236.
    5. Mollick, Ethan, 2014. "The dynamics of crowdfunding: An exploratory study," Journal of Business Venturing, Elsevier, vol. 29(1), pages 1-16.
    6. Paul C. Tetlock & Maytal Saar‐Tsechansky & Sofus Macskassy, 2008. "More Than Words: Quantifying Language to Measure Firms' Fundamentals," Journal of Finance, American Finance Association, vol. 63(3), pages 1437-1467, June.
    7. Hamby, Anne & Daniloski, Kim & Brinberg, David, 2015. "How consumer reviews persuade through narratives," Journal of Business Research, Elsevier, vol. 68(6), pages 1242-1250.
    8. Lee, Michael T. & Raschke, Robyn L., 2020. "Innovative sustainability and stakeholders’ shared understanding: The secret sauce to “performance with a purpose”," Journal of Business Research, Elsevier, vol. 108(C), pages 20-28.
    9. Nicola Breugst & Anne Domurath & Holger Patzelt & Anja Klaukien, 2012. "Perceptions of Entrepreneurial Passion and Employees’ Commitment to Entrepreneurial Ventures," Entrepreneurship Theory and Practice, , vol. 36(1), pages 171-192, January.
    10. Fischer, Eileen & Rebecca Reuber, A., 2014. "Online entrepreneurial communication: Mitigating uncertainty and increasing differentiation via Twitter," Journal of Business Venturing, Elsevier, vol. 29(4), pages 565-583.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Pankaj C. Patel & Marcus T. Wolfe & Andrew S. Manikas, 2021. "Logic is (Somewhat) Overrated: Image-Based Versus Concept-Based Rhetoric in Crowdfunding Narratives," Entrepreneurship Theory and Practice, , vol. 45(3), pages 600-625, May.
    2. Yufei Zhang & Thomas E. DeCarlo & Andrew S. Manikas & Abhi Bhattacharya, 2023. "To exploit or explore? The impact of crowdfunding project descriptions and backers’ power states on funding decisions," Journal of the Academy of Marketing Science, Springer, vol. 51(2), pages 444-462, March.
    3. Chandler, Jeffrey A. & Anglin, Aaron H. & Kanwal, Fizza & Short, Jeremy C., 2024. "No politics in funding pitches: An expectancy violations theory perspective of entrepreneurs' political expressions in crowdfunding," Journal of Business Venturing, Elsevier, vol. 39(1).
    4. Yang, Jialiang & Li, Yaokuang & Calic, Goran & Shevchenko, Anton, 2020. "How multimedia shape crowdfunding outcomes: The overshadowing effect of images and videos on text in campaign information," Journal of Business Research, Elsevier, vol. 117(C), pages 6-18.
    5. Appio, Francesco Paolo & Leone, Daniele & Platania, Federico & Schiavone, Francesco, 2020. "Why are rewards not delivered on time in rewards-based crowdfunding campaigns? An empirical exploration," Technological Forecasting and Social Change, Elsevier, vol. 157(C).
    6. Tobias Regner, 2021. "Crowdfunding a monthly income: an analysis of the membership platform Patreon," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 45(1), pages 133-142, March.
    7. Chan, C.S. Richard & Parhankangas, Annaleena & Sahaym, Arvin & Oo, Pyayt, 2020. "Bellwether and the herd? Unpacking the u-shaped relationship between prior funding and subsequent contributions in reward-based crowdfunding," Journal of Business Venturing, Elsevier, vol. 35(2).
    8. Daniel Blaseg & Christian Schulze & Bernd Skiera, 2020. "Consumer Protection on Kickstarter," Marketing Science, INFORMS, vol. 39(1), pages 211-233, January.
    9. Tafesse, Wondwesen, 2021. "Communicating crowdfunding campaigns: How message strategy, vivid media use and product type influence campaign success," Journal of Business Research, Elsevier, vol. 127(C), pages 252-263.
    10. Carolin Bock & Sven Siebeneicher & Jens Rockel, 2022. "The “C” in crowdfunding is for co-financing: exploring participative co-financing, a complement of novel and traditional bank financing," Journal of Business Economics, Springer, vol. 92(9), pages 1559-1602, November.
    11. Anglin, Aaron H. & Wolfe, Marcus T. & Short, Jeremy C. & McKenny, Aaron F. & Pidduck, Robert J., 2018. "Narcissistic rhetoric and crowdfunding performance: A social role theory perspective," Journal of Business Venturing, Elsevier, vol. 33(6), pages 780-812.
    12. Swati Oberoi & Rohit Joshi & Atul Mehta & Smita Srivastava & Vishal K. Gupta, 2024. "Crowdfunding Research: Critical Analysis and Constructive Agenda for Future Inquiry," Journal of Entrepreneurship and Innovation in Emerging Economies, Entrepreneurship Development Institute of India, vol. 33(3), pages 651-699, August.
    13. Oo, Pyayt P. & Jiang, Lin & Sahaym, Arvin & Parhankangas, Annaleena & Chan, Richard, 2023. "Actions in words: How entrepreneurs use diversified and changing speech acts to achieve funding success," Journal of Business Venturing, Elsevier, vol. 38(2).
    14. Liu, Ye & Liu, Siyue & Zhao, Xuezhou, 2024. "The effects of promotional narratives in entrepreneurial financing: Evidence from pre-sale crowdfunding11We acknowledge the financial support from the National Natural Science Foundation of China (720," International Review of Financial Analysis, Elsevier, vol. 96(PB).
    15. Mahmood, Ammara & Luffarelli, Jonathan & Mukesh, Mudra, 2019. "What's in a logo? The impact of complex visual cues in equity crowdfunding," Journal of Business Venturing, Elsevier, vol. 34(1), pages 41-62.
    16. Rose, Stefan & Wentzel, Daniel & Hopp, Christian & Kaminski, Jermain, 2020. "Launching for Success: The Effects of Psychological Distance and Mental Simulation on Funding Decisions and Crowdfunding Performance," SocArXiv fqbwk, Center for Open Science.
    17. Chan, Ho Fai & Moy, Naomi & Schaffner, Markus & Torgler, Benno, 2021. "The effects of money saliency and sustainability orientation on reward based crowdfunding success," Journal of Business Research, Elsevier, vol. 125(C), pages 443-455.
    18. Moy, Naomi & Chan, Ho Fai & Septianto, Felix & Mathmann, Frank & Torgler, Benno, 2024. "Confidence is Good? too Much, not so Much: Exploring the effects on crowdfunding success," Journal of Business Research, Elsevier, vol. 182(C).
    19. Sewaid, Ahmed & Parker, Simon C. & Kaakeh, Abdulkader, 2021. "Explaining serial crowdfunders' dynamic fundraising performance," Journal of Business Venturing, Elsevier, vol. 36(4).
    20. Hassna, Ghazwan, 2022. "Crowdfund smart, not hard – Understanding the role of online funding communities in crowdfunding success," Journal of Business Venturing Insights, Elsevier, vol. 18(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:132:y:2021:i:c:p:860-871. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.