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The Relevance of Demographic Similarity and Factuality in Social Influencer Communication Culture – A Comparison Between Hedonic and Utilitarian Conditions

Author

Listed:
  • von Mettenheim, Walter

    (Leibniz University of Hannover, Hanover, Germany)

  • Wiedmann, Klaus-Peter

    (Leibniz University of Hannover, Hanover, Germany)

Abstract

This work identifies differences in the success factors of influencers given consumers’ consumption goals (hedonic vs. utilitarian). Although practitioners have complained about the lack of know-how regarding this issue, research on the topic remains scarce. Hypotheses on the differing relevance of the demographic similarity of influencers and consumers and of the factuality of influencers’ communication are verified through an empirical investigation. The scenario is consumers’ selection of a hotel for (1) a holiday (hedonic consumption goal) or (2) a professional/university seminar (utilitarian consumption goal). The results are analyzed by structural equation modeling and multigroup analysis. We generate some surprising results. Counterintuitively, demographic similarity is more important under utilitarian than hedonic conditions. Factuality seems equally important in both conditions. Explanations and implications of these findings are provided.

Suggested Citation

  • von Mettenheim, Walter & Wiedmann, Klaus-Peter, 2024. "The Relevance of Demographic Similarity and Factuality in Social Influencer Communication Culture – A Comparison Between Hedonic and Utilitarian Conditions," American Business Review, Pompea College of Business, University of New Haven, vol. 27(2), pages 439-458, November.
    • Handle: RePEc:ris:ambsrv:0110
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    More about this item

    Keywords

    Social Influencer Marketing; Hedonic Products; Utilitarian Products; Demographic Similarity; Factuality;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • E21 - Macroeconomics and Monetary Economics - - Consumption, Saving, Production, Employment, and Investment - - - Consumption; Saving; Wealth
    • J11 - Labor and Demographic Economics - - Demographic Economics - - - Demographic Trends, Macroeconomic Effects, and Forecasts
    • O47 - Economic Development, Innovation, Technological Change, and Growth - - Economic Growth and Aggregate Productivity - - - Empirical Studies of Economic Growth; Aggregate Productivity; Cross-Country Output Convergence

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