Social persuasion: Targeting social identities through social influencers

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dc.identifier.uri Langner, Sascha Hennigs, Nadine Wiedmann, Klaus-Peter 2018-02-09T10:22:02Z 2018-02-09T10:22:02Z 2013
dc.identifier.citation 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:
dc.description.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. eng
dc.language.iso eng
dc.publisher Bingley : Emerald Group Publishing Ltd.
dc.relation.ispartofseries Journal of Consumer Marketing 30 (2013), Nr. 1
dc.rights 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.
dc.subject Consumers eng
dc.subject Individual capital eng
dc.subject Influence eng
dc.subject Leadership ability eng
dc.subject Social capital eng
dc.subject Social identity eng
dc.subject Social influencer eng
dc.subject.ddc 650 | Management ger
dc.title Social persuasion: Targeting social identities through social influencers
dc.type article
dc.type Text
dc.relation.issn 0736-3761
dc.bibliographicCitation.issue 1
dc.bibliographicCitation.volume 30
dc.bibliographicCitation.firstPage 31
dc.bibliographicCitation.lastPage 49
dc.description.version publishedVersion
tib.accessRights frei zug�nglich

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