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.
Rewitched: Retextuality and the Queering of Bewitched
Abstract: At the same time the 1960s sitcom Bewitched aired in reruns next to drag queens on LOGOtv, a cable channel targeted to LGBTQ viewers, it also aired on the former National Christian Network channel (Familynet) immediately preceding a line-up of church programs featuring far-right, anti-gay activists. How can a TV text be supple enough […]
What makes a Loyal Fan a Brand Advocate on Social Media? Capitalizing on Brand Page Loyalty to build Self-Expansion Benefits for Fans.
Abstract: Fans of brand pages are valuable as they help spread positive word-of-mouth on social media, and drive brand recommendations to other social media users. Companies, such as Nike and Coca-Cola, are focusing their social media strategies on identifying ways to motivate fans to share and create brand-related content. Whereas previous studies have shown that […]