Content marketing · Randomized field experiment varying influencer/social-media promotion, with adoption outcomes in rural communities.
Social Media, Influencers, and Adoption of an Eco-Friendly Product: Field Experiment Evidence from Rural China
Journal of Marketing Research · 2021
Summary
Influencer-based social communication increased adoption, with effects shaped by local social ties and perceived credibility.
For your marketing
Possible founder application
Use as a bounded example of social media, influencers, and adoption of an eco-friendly product: field experiment evidence from rural china; compare its context and design with your own market before applying its result.
Reported result
What the study found
Influencer-based social communication increased adoption, with effects shaped by local social ties and perceived credibility.
Research question
What the authors investigated
Social Media, Influencers, and Adoption of an Eco-Friendly Product: Field Experiment Evidence from Rural China?
Design
Randomized field experiment varying influencer/social-media promotion, with adoption outcomes in rural communities.
Sample and setting
Consumers in rural China considering an eco-friendly consumer product.
Scope and transfer
Limitations to keep in view
The rural Chinese setting, product category, and influencer network structure may not generalize to urban or other-country markets. The accessible publisher page was used for this listing; correction history was not independently checked.
Research sources
Crossref and Sage DOI record identify a Journal of Marketing Research field-experiment paper on influencer promotion and product adoption. Publisher page was directly retrieved; detailed full-text methods were not independently verified.