Social persuasion: Targeting social identities through social influencers

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Langner, S.; Hennigs, N.; Wiedmann, K.-P.: Social persuasion: Targeting social identities through social influencers. In: Journal of Consumer Marketing 30 (2013), Nr. 1, S. 31-49. DOI: https://doi.org/10.1108/07363761311290821

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To cite the version in the repository, please use this identifier: https://doi.org/10.15488/2752

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Sum total of downloads: 876




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Abstract: 
Purpose: Buying behaviour can be interpreted as a signal of social identity. For example, individuals may purchase specific cars to indicate their social status and income, or they may dress in particular ways to show their taste in fashion or their membership in a social group. This paper aims to focus on the identification of market place influencers in a social identity context, in order to better market products and services to social groups. Design/methodology/approach: A structural model linking consumers' individual capital (motivation to influence), social capital (opportunistic use of social influence), and social leadership ability (persuasive "power") is introduced. Hypotheses on the interrelations of these factors are proposed and the model is empirically tested using causal analysis. The survey data were collected in Germany in the context of socially influenced automotive buying behavior (428 valid questionnaires). Findings: The proposed model supports significant relations between individual capital and social capital and social leadership ability. The results suggest which factors (individual and social capital) describe social influencers, helping to identify powerful social influencers in a social identity context. Different types of social influence leaders and followers are presented and characterized. Originality/value: This paper offers marketing researchers and practitioners a new integrative approach to target consumers with specific social identities via social influencers. © Emerald Group Publishing Limited.
License of this version: Es gilt deutsches Urheberrecht. Das Dokument darf zum eigenen Gebrauch kostenfrei genutzt, aber nicht im Internet bereitgestellt oder an Außenstehende weitergegeben werden. Dieser Beitrag ist aufgrund einer (DFG-geförderten) Allianz- bzw. Nationallizenz frei zugänglich.
Document Type: article
Publishing status: publishedVersion
Issue Date: 2013
Appears in Collections:Wirtschaftswissenschaftliche Fakultät

distribution of downloads over the selected time period:

downloads by country:

pos. country downloads
total perc.
1 image of flag of United Kingdom United Kingdom 163 18.61%
2 image of flag of United States United States 107 12.21%
3 image of flag of Germany Germany 98 11.19%
4 image of flag of Netherlands Netherlands 95 10.84%
5 image of flag of Australia Australia 40 4.57%
6 image of flag of Indonesia Indonesia 24 2.74%
7 image of flag of Ireland Ireland 23 2.63%
8 image of flag of Malaysia Malaysia 20 2.28%
9 image of flag of Belgium Belgium 18 2.05%
10 image of flag of France France 17 1.94%
    other countries 271 30.94%

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