Exploring the Influence of Contagious Threats on Consumer Perceptions of Social Media Influencers

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dc.contributor.authorDeng, Bingjie
dc.contributor.authorYin, Yunlu
dc.date.accessioned2023-12-26T18:39:09Z
dc.date.available2023-12-26T18:39:09Z
dc.date.issued2024-01-03
dc.identifier.doi10.24251/HICSS.2024.337
dc.identifier.isbn978-0-9981331-7-1
dc.identifier.other4020fdbe-3e38-4cb5-b181-40dca7d80a17
dc.identifier.urihttps://hdl.handle.net/10125/106720
dc.language.isoeng
dc.relation.ispartofProceedings of the 57th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectSocial Media Influencers and Influencing
dc.subjectbehavioral immune system
dc.subjectcontagious threats
dc.subjectsocial cues
dc.subjectsocial media influencer
dc.titleExploring the Influence of Contagious Threats on Consumer Perceptions of Social Media Influencers
dc.typeConference Paper
dc.type.dcmiText
dcterms.abstractThis study explores the impact of contagious threats on consumers’ perceptions of social media influencers with different levels of social cues. By combining insights from the behavioral immune system (BIS) and research on social media influencers, we propose that contagious threats diminish consumers’ inclination towards social media influencers whose posts have salient social cues compared to non-salient social cues, regardless of their interaction and purchase behavior on social media. The activation of the BIS due to contagious threats leads to a decrease in consumers’ preference for objects associated with people, which explains the effect. The effect is also expected to be moderated by the type of influencer, with virtual influencers weakening the impact. Our initial findings from an experiment largely support our hypotheses. These findings enhance our understanding of the strategies guiding contagious threat avoidance and highlight how these strategies can influence consumers’ behaviors in terms of social media marketing.
dcterms.extent9 pages
prism.startingpage2788

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