Celebrity chef adoption and implementation of social media,particularly pinterest: A diffusion of innovations approach |
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| Institution: | 1. James Madison University, Department of Marketing, MSC 0205, Harrisonburg, VA 22807, United States;2. Australian School of Management, 641 Wellington Street, Perth, Western Australia 6000, Australia;1. Dedman School of Hospitality, Florida State University, 288 Champions Way, UCB 4114, Tallahassee, FL 32306, United States;2. Eli Broad College of Business, The School of Hospitality Business, Michigan State University, Eppley Center, 645 N. Shaw Lane, East Lansing, MI 48824, United States;1. Sheffield Hallam University, City Campus, Howard, Sheffield S1 1WB, UK;2. Ming Chuan University, 3F-8F, No.130, Jihe Rd., Shihlin District, Taipei City 111, Taiwan;3. University of Salford, Salford Business School, Maxwell Building, Salford M5 4WT, United Kingdom;1. Department of Transportation Engineering, Isfahan University of Technology, Isfahan 84156-83111, Iran;2. Department of Civil Engineering, University of Memphis, 112D Engineering Science Building, Memphis, TN 38152, United States;1. Department of Business Administration, Sukkur IBA University, Sukkur, Sindh, Pakistan;2. Rollins College, FL, USA;3. Graduate School of Business Administration, University of Puerto Rico, Puerto Rico, USA;4. School of Management, Huazhong University of Science and Technology, Wuhan, Hubei, 430074, China;1. Urban Informatics Research Lab., Queensland University of Technology, Kelvin Grove, QLD 4059, Australia;2. School of Journalism and Communication, University of Queensland, St Lucia, QLD 4072, Australia |
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| Abstract: | Pinterest research is beginning to emerge, in part due to the importance of visually stimulating photos within hospitality and tourism. Photos are popular with many chefs for marketing, with some actively using Pinterest and other social media. Some of the world’s top celebrity chefs are a growing phenomenon as influential leaders of their personal brand as well as other goods, services, and causes. This research reports on a pilot study of how celebrity chefs have adopted and implemented social media, especially Pinterest, using the Diffusion of Innovations as a theoretical framework. The study found that of the top 48 chefs, all adopted Facebook, closely followed by 47 adopting Twitter; just 17 adopted Pinterest. The chefs’ social media and Pinterest implementation varied widely. This study sheds insights about social media, particularly Pinterest, extends innovation diffusion research, and serves as a base for future research of both celebrity chefs and social media. |
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| Keywords: | Celebrity chefs Diffusion of innovations Pinterest Social media |
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