The Role of Engagement in Travel Influencer Marketing: The Perspectives of Dual Process Theory and the Source Credibility Model.
Current Issues in Tourism.
Abstract: The purpose of this study is to examine the relative effects of travel social influencers (TSI)’ total number of follower and engagement level on consumers’ intention to travel to advertised destination and purchase the advertised product as well as their perceived credibility, expertise, and attractiveness. The results suggest that engagement becomes an important characteristic of TSI in determining the effectiveness of advertising messages delivered by them and their perceived attractiveness especially when consumers are skeptical about influencer messages. Meanwhile, TSIs’ total number of followers better predict the effectiveness of advertising messages delivered by them and their perceived expertise when consumers are not skeptical about influencer messages.
Pseudo-reviews: Conceptualization and consumer effects of a new online Phenomenon
Abstract: A pseudo-review is a type of online user-generated review (“review”) posted on an e-commerce website that often resembles an authentic review on the surface, telling an exaggerated story about alleged product use. However, while authentic reviews often include humor as a stylistic device to convey a genuine product evaluation, pseudo-reviews use humor to mock […]
Stranger Danger? Cue-based Trust in Online Consumer Product Review Videos
Abstract: Trust is a significant factor in electronic word-of-mouth (eWOM) effects. Consumers often need to form judgments about others using heuristic cues when they cannot rely on previous cumulative experiences with an online entity. Drawing on the theoretical construct of cue-based trust and signaling theory, this study aimed to identify and examine the efficacy of content […]