2021
DOI: 10.1016/j.ijresmar.2020.09.010
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The impact of influencer motives and commonness perceptions on follower reactions toward incentivized reviews

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Cited by 50 publications
(50 citation statements)
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“…Consumers tend to change their behavior and buy more frequently after receiving rewards because they feel that the brand value them and appreciate their money (Dorotic et al, 2014). Receiving rewards also empower consumers to share their positive experiences online about the brand (Ba et al, 2001;Lou et al, 2013), encourages them to recommend this brand to others (Schmitt et al, 2011), and increase consumers' attitudes and behaviors, especially in social media (Gerrath and Usrey, 2020;Rohm et al, 2013). Many brands depend on various rewarding systems such as loyalty programs to create a strong bond between the consumers and the brand (Dorotic et al, 2012;Meyer-Waarden and Benavent, 2009).…”
Section: Interacɵvitymentioning
confidence: 99%
“…Consumers tend to change their behavior and buy more frequently after receiving rewards because they feel that the brand value them and appreciate their money (Dorotic et al, 2014). Receiving rewards also empower consumers to share their positive experiences online about the brand (Ba et al, 2001;Lou et al, 2013), encourages them to recommend this brand to others (Schmitt et al, 2011), and increase consumers' attitudes and behaviors, especially in social media (Gerrath and Usrey, 2020;Rohm et al, 2013). Many brands depend on various rewarding systems such as loyalty programs to create a strong bond between the consumers and the brand (Dorotic et al, 2012;Meyer-Waarden and Benavent, 2009).…”
Section: Interacɵvitymentioning
confidence: 99%
“…An anchor is a kind of Internet celebrity who relies on social media to become popular (Gerrath and Usrey, 2020;Chen et al, 2021). Compared to traditional celebrity endorsements by movie or athletic stars with a higher social status, many livestream shopping anchors are ordinary people, also known as "grassroots" celebrities (Wang, 2021).…”
Section: Literature Review and Hypotheses Livestream Shopping And Anchorsmentioning
confidence: 99%
“…2.1 Opinion leaders and their relationship with followers People who influence others through social media are usually referred to as influencers (Gerrath and Usrey, 2020). Al-Emadi and Yahia (2020) identified two main groups of influencers: established influencers, who are celebrities that are known in other areas outside social media; and ordinary influencers, who are unknown offline but have become famous through their self-branding activities on the Internet.…”
Section: Theoretical Background and Hypothesesmentioning
confidence: 99%
“…Opinion leaders are usually intrinsically motivated to write a post about a product or a brand because of their personal interest in or admiration for it (Gerrath and Usrey, 2020). When an internal attribution is made, the cause of the given behaviour is assigned to the individual's characteristics, such as ability, effort or disposition (Myers, 2010).…”
Section: Opinion Leader Decisions Based On the Expected Reactions Of ...mentioning
confidence: 99%
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