| By: |
Florence Euzéby;
Juliette Passebois Ducros (IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux);
Sarah Machat |
| Abstract: |
While social media influencers' impact on consumer choices in brands and
products has been extensively studied, their influence in the realm of arts
and culture, particularly literature, remains underexplored. This study fills
this gap by examining the influence of literary influencers, or "book
influencers", on readers' book choices and their likelihood of following such
recommendations. Using source theory as our framework, we develop a model
focused on the perceived credibility of these influencers. We hypothesize that
this credibility depends on the influencer's characteristics, like popularity,
and the reader's literary preferences, such as genre specialization. Our
empirical experiment with 280 French readers reveals that an influencer's
perceived credibility significantly affects readers' intentions to read a
book, only when the influencer is less popular. This effect is amplified when
readers lack genre specialization, indicating omnivorous reading habits. These
findings challenge initial hypotheses and open new avenues for research into
the role of literary influencers in shaping readers' choices. [Abstract from
author] |
| Keywords: |
Book influencers, Credibility, Omnivorousness, Readers' choices, Social media, Influencer marketing, Brand choice, Consumer preferences, Reading interests, Artistic influence |
| Date: |
2024–10 |
| URL: |
https://d.repec.org/n?u=RePEc:hal:journl:hal-04886682 |