Advertising and promotion · 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
Xiaoyan Deng, Jing Wang, Xiaolin Zhang (2021). Social Media, Influencers, and Adoption of an Eco-Friendly Product: Field Experiment Evidence from Rural China. Journal of Marketing Research. https://doi.org/10.1177/0022242920985784
Plain-English take
Influencer-based social communication increased adoption, with effects shaped by local social ties and perceived credibility.
How much weight to give this
4/5 Field evidence with bounded scope
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
Randomized field experiment varying influencer/social-media promotion, with adoption outcomes in rural communities.
Consumers in rural China considering an eco-friendly consumer product.
Comparison details need confirmation in the full paper.
Only the publisher page was checked; full-text methods are not established.
Double-blind? Blinding was not established from the publisher page; this is not evidence that blinding was or was not used.
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.
Reported result
What the study found
Influencer-based social communication increased adoption, with effects shaped by local social ties and perceived credibility.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis details.
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.
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.
Evidence access
Publisher article page; full-text availability varies and was not established in this review.
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.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.