How to motivate opinion leaders to spread e-WoM on social media: monetary vs non-monetary incentives
Journal of Research in Interactive Marketing
ISSN: 2040-7122
Article publication date: 19 July 2021
Issue publication date: 24 February 2022
Abstract
Purpose
Opinion leaders are increasingly important as a source of information, with consumers judging them to be more credible than other media and more influential than other consumers. Thus, companies have an interest in engaging opinion leaders to post about products and brands, and the authors analyse different incentives for encouraging them to spread the word on social media (via electronic word-of-mouth [e-WoM]).
Design/methodology/approach
A 2 × 3 between-subjects experimental design was developed in which 359 technological opinion leaders (bloggers) participated. The authors manipulated the monetary incentive (money vs no money) and non-monetary incentives (information only vs return product vs keep product) offered in exchange for a brand post.
Findings
Various techniques for approaching opinion leaders are effective, but to differing degrees. Providing a product free of charge increases the likelihood that opinion leaders will post about it, and the highest intention to post is observed when they are allowed to keep the product. In contrast, giving money to opinion leaders could have an indirect negative impact on their intention to post through the expected negative reaction of followers.
Originality/value
It remains unclear how opinion leaders can best be encouraged to spread e-WoM, as incentives used for consumers may work differently for opinion leaders, who have followers that they want to maintain. The main contribution of this paper lies in its explanation of why opinion leaders react differently to monetary versus non-monetary incentives.
Keywords
Acknowledgements
This research was supported by the grant ECO2017-83999-R from the Spanish Agencia Estatal de Investigación (AEI) and the European Regional Development Fund (ERDF).
Citation
López, M., Sicilia, M. and Verlegh, P.W.J. (2022), "How to motivate opinion leaders to spread e-WoM on social media: monetary vs non-monetary incentives", Journal of Research in Interactive Marketing, Vol. 16 No. 1, pp. 154-171. https://doi.org/10.1108/JRIM-03-2020-0059
Publisher
:Emerald Publishing Limited
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