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Article
Publication date: 17 May 2021

Jie Sun, Xi Yu Leung and Billy Bai

This paper aims to study how a social media influencer (SMI) endorsement affects followers’ event attitude and behavioral intentions. More importantly, it comparatively…

Abstract

Purpose

This paper aims to study how a social media influencer (SMI) endorsement affects followers’ event attitude and behavioral intentions. More importantly, it comparatively examines the role of followers’ gender in event SMI marketing effectiveness.

Design methodology approach

Based on the congruity theory of attitude change, the current study developed an integrated framework of SMI marketing. In total, 335 online surveys were collected. Partial least squares structural equation modeling and multi-group analysis were conducted to test the hypotheses.

Findings

Results show that a follower’s attitude and behavioral intentions toward the event are affected by his or her influencer attitude. The present study also finds that follower’s social media post attitude plays a mediating role. Moreover, female followers are impacted more directly by their influencer attitude, while male followers are affected more indirectly through their attitude toward the social media posts.

Research limitations implications

The current study not only extends the event literature on SMI marketing but also provides recommendations for event professionals on SMI selection.

Originality value

This study examines SMI endorsement as a relatively new marketing tool in the event setting. It also is a pioneer study in testing the effect of social media followers’ gender differences.

Details

International Journal of Contemporary Hospitality Management, vol. 33 no. 7
Type: Research Article
ISSN: 0959-6119

Keywords

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Article
Publication date: 4 August 2021

David Dean, Dwi Suhartanto and Ferty Nadya Pujianti

This study aims to examine the role of social media influencers (SMI) in millennial behavioural intentions towards Islamic banks, from the perspective of both bank clients…

Abstract

Purpose

This study aims to examine the role of social media influencers (SMI) in millennial behavioural intentions towards Islamic banks, from the perspective of both bank clients and non-clients.

Design/methodology/approach

Of the 484 Indonesian millennials in the sample, 278 were clients and 206 non-clients of Islamic banks. Factor analysis was used to examine the SMI dimension in the Islamic banking context. This study then used the partial least square to evaluate the proposed model and test the relationships between SMI, bank image, trust and behavioural intention.

Findings

Three SMI dimensions were confirmed, i.e. expertise, celebrity and similarity. For bank clients, the findings show that SMI has a significant influence on behavioural intention and reinforces bank image and trust. For non-clients, SMI does not have a significant impact on behavioural intentions but significantly strengthens bank image and trust.

Practical implications

Islamic bank managers can take benefit of this study findings by learning to foster the behavioural intentions of their millennial clients and non-clients using SMIs. Further, choosing the right SMIs for their Islamic bank is an important activity, and if they want to make a positive impact on existing and potential millennial clients, they need to choose popular millennials who are knowledgeable about the Islamic value compliance of Islamic banking services.

Originality/value

This study is an early study to explore SMI’s role in influencing the behavioural intentions of millennials towards Islamic banks.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 10 August 2021

Paul Rohde and Gunnar Mau

This study aims to examine the ability of the social influence heuristics framework to capture skillful and creative social media influencer (SMI) marketing in long-form…

Abstract

Purpose

This study aims to examine the ability of the social influence heuristics framework to capture skillful and creative social media influencer (SMI) marketing in long-form video content on YouTube for influencer-owned brands and products.

Design/methodology/approach

The theoretical lens was a framework of seven evidence-based social influence heuristics (reciprocity, social proof, consistency, scarcity, liking, authority and unity). For the methodological lens, a qualitative case study approach was applied to a purposeful sample of 6 SMIs and 15 videos on YouTube.

Findings

The evidence shows that self-promotional influencer marketing in long-form video content is relatable to all seven heuristics and shows signs of high elaboration, innovativeness and skillfulness.

Research limitations/implications

The study reveals that a heuristic-based account of self-promotional influencer marketing in long-form video content can greatly contribute to the understanding of how various well-established marketing concepts (e.g. source attractivity) might be expressed in real-world communications and behaviors. Based on this improved, in-depth understanding, current research efforts, such as experimental studies using one video with a more or less arbitrary influencer and pre-post measure, are advised to explore research questions via designs that account for the observed subtle and complex nature of real-world influencer marketing in long-form video content.

Practical implications

This structured account of skillful and creative marketing can be used as educational and instructive material for influencer marketing practitioners to enhance their creativity, for consumers to increase their marketing literacy and for policymakers to rethink policies for influencer marketing.

Originality/value

Prior research has created a body of knowledge on influencer marketing. However, a conceptual disconnect has hampered the advancement of the field. The social influence heuristics framework is a highly functional conceptual bridge that links the qualitative and quantitative evidence and will advance the understanding of influencer marketing more effectively.

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Article
Publication date: 3 February 2021

Payal S. Kapoor, M.S. Balaji and Yangyang Jiang

This study aims to examine the effectiveness of sustainability communication on social media. More specifically, the effects of message appeal (sensual vs guilt) and…

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Abstract

Purpose

This study aims to examine the effectiveness of sustainability communication on social media. More specifically, the effects of message appeal (sensual vs guilt) and message source (hotel vs social media influencer [SMI]) on perceived environmental corporate social responsibility and the intention to stay at the eco-friendly hotel were examined.

Design/methodology/approach

Three studies using the experimental design were carried out. Study 1 examined the relationship between message appeal (sensual vs guilt), perceived environmental social corporate responsibility and the intention to stay at the eco-friendly hotel when the hotel posts sustainability messages on social media. Study 2 replicated Study 1 findings when the SMI posts sustainability messages. Study 3 examined the moderating role of message source (hotel vs influencer) in the effects of message appeal (sensual vs guilt) on behavioral intentions.

Findings

Sustainability messages with the sensual (vs guilt) appeal are more persuasive when the eco-friendly hotel (vs SMI) posts it on social media. Furthermore, the traveler’s perception of the hotel’s environmental corporate social responsibility mediates this relationship.

Research limitations/implications

This study extends the literature on sustainability communication by demonstrating the role of message source and message appeal in influencing the traveler’s perceptions and intentions toward eco-friendly hotels.

Practical implications

According to the study findings, eco-friendly hotels can motivate travelers to make pro-sustainable choices by accurately matching the message appeal with the message source in the sustainability communication on social media.

Originality/value

This study is one of the earliest studies that examine the congruency effect of message appeal and message source for sustainability communication on social media in the hospitality realm. The findings offer novel insights for eco-friendly hotels to develop effective sustainability communication on social media.

Details

International Journal of Contemporary Hospitality Management, vol. 33 no. 3
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 27 January 2020

Parker J. Woodroof, Katharine M. Howie, Holly A. Syrdal and Rebecca VanMeter

The purpose of this paper is to examine the impact of the type of disclosure used by social media influencers on consumer evaluations of influencer transparency, product…

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Abstract

Purpose

The purpose of this paper is to examine the impact of the type of disclosure used by social media influencers on consumer evaluations of influencer transparency, product performance expectations and how those factors ultimately influence purchase intentions.

Design/methodology/approach

An experiment was conducted with 321 participants recruited from MTurk to test a moderated serial-mediation model.

Findings

The results indicate that when consumers become cognizant that an influencer’s branded promotional post may have been motivated by an underlying financial relationship, they evaluate the influencer as significantly less transparent if a more ambiguous disclosure is used relative to a clearer disclosure. Transparency perceptions of the influencer impact consumers’ perceptions of product efficacy as well as purchase intentions.

Originality/value

Social media influencers are rapidly emerging as a popular marketing tool for brand managers, but consumer response to this form of promotion is not well understood. To the best of the authors’ knowledge, this is the first study to investigate how the type of endorsement disclosure used by a social media influencer impacts consumer perception of influencer transparency, product efficacy and purchase intentions. Further, this research demonstrates the applicability of the persuasion knowledge model in the domain of influencer marketing.

Details

Journal of Product & Brand Management, vol. 29 no. 5
Type: Research Article
ISSN: 1061-0421

Keywords

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Book part
Publication date: 30 November 2020

Seda Yetimoğlu and Kaplan Uğurlu

With the development of the internet and mobile technology products, revolutions are experienced in consumer behavior. Consumers of the digital age browse the other users…

Abstract

With the development of the internet and mobile technology products, revolutions are experienced in consumer behavior. Consumers of the digital age browse the other users’ experiences and thoughts before purchasing a product or service. The use of social media (SM) platforms, which are getting stronger day by day, is also preferred by companies so as to convey any message to the target audiences. SM platforms such as Instagram, Facebook, Twitter and YouTube are the most outstanding and commonly used channels through which companies reach the target audiences. Sharing, especially including visual elements, supplies the highest level of interaction with the target audience. However, the internet bloggers/vloggers (video blogger), phenomena, influencers or SM marketers have a significant impact on the consumers of the digital age with their channels on the internet and their sharing in SM accounts. Tourism companies are not indifferent to the increasing importance of SM. Thus, they prefer working with SM influencers or bloggers by conveying the info and messages to their consumers to perceive their products and services. The influencers can spread the messages of the companies to wider consumers that companies might never be able to reach. For some years, the inclusion of influencers as part of a communication and marketing strategy has become more common and necessary for the promotion of a destination, airline or hotel group. This has been generated due to important factors such as trust, which has been the best ally of influencers: in most cases people give higher levels of credibility to what is said and done by instagramers, youtubers, bloggers, twitterers, etc. In recent years, it is one of the hottest new ways to affect potential guests’ buying decisions and create high-quality content without the excessive costs of most marketing efforts.

Details

The Emerald Handbook of ICT in Tourism and Hospitality
Type: Book
ISBN: 978-1-83982-689-4

Keywords

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Article
Publication date: 27 November 2020

Morteza Soltani, Nima Soltani Nejad, Fatemeh Taheri Azad, Babak Taheri and Martin Joseph Gannon

This study aims to develop a framework to identify the drivers underpinning food tourists' behavioral intentions (BIs). This framework centers on examining how local food…

Abstract

Purpose

This study aims to develop a framework to identify the drivers underpinning food tourists' behavioral intentions (BIs). This framework centers on examining how local food consumption value (TLFCV), local food experiential value (TLFEV) and social media influencers (SMIs) impact upon tourists’ attitudes toward local food (ATLF) and food destination image (FDI). The impact of ATLF and FDI on tourists’ BIs is also examined.

Design/methodology/approach

PLS-SEM was used to test the hypothesized relationships using survey responses from 379 tourists visiting Rasht, Iran.

Findings

The results demonstrate that TLFCV, TLFEV and SMIs can be used to populate a theoretical framework for predicting and understanding the factors influencing tourists’ ATLF and FDI. Specifically, positive ATLF and FDI stimulated positive BIs (e.g., intending to recommend Iranian food to others and intending to revisit Iran in future for culinary tourism purposes).

Practical implications

The findings provide managers and practitioners within the culinary tourism industry with suggestions for how best to strategically market their offerings to increase inbound food tourism.

Originality/value

This study is one of the first to empirically evaluate the drivers of food tourists' BIs, presenting a newly developed model for deployment in future research. Originality is also established by simultaneously investigating TLFCV and TLFEV within the context of food tourism.

Details

International Journal of Contemporary Hospitality Management, vol. 33 no. 1
Type: Research Article
ISSN: 0959-6119

Keywords

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Book part
Publication date: 26 November 2020

Jana Brockhaus, Laura Dicke, Patricia Hauck and Sophia Charlotte Volk

The aim of this chapter is to shed light on a growing phenomenon in communication practice: employees speaking voluntarily for, about or on behalf of their organization…

Abstract

The aim of this chapter is to shed light on a growing phenomenon in communication practice: employees speaking voluntarily for, about or on behalf of their organization, hereafter labelled as corporate ambassadors. The goal of this qualitative study is to analyze the role of corporate ambassadors within an organization and explore the perceived benefits and risks from three perspectives: the communication department, other departments such as marketing or human resources, and corporate ambassadors themselves. The research is based on an interdisciplinary literature review and 25 qualitative in-depth interviews with employees in one large, internationally operating German organization. By combining the theoretical and empirical insights, a conceptual framework that depicts the benefits (e.g., joy, increased trust, positive impact on reputation) and risks (e.g., work stress, lack of integration, loss of quality) of integrating corporate ambassadors into the overall communication of the organization was developed. In addition, this chapter suggests two typologies that help to distinguish between different roles of communication professionals and of corporate ambassadors. The contribution of this study is to lay a groundwork for further discussions about corporate ambassadors in the field of corporate communications. The chapter outlines directions for future research and implications for practice on how the framework can be applied in organizations.

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Book part
Publication date: 30 November 2020

Abstract

Details

The Emerald Handbook of ICT in Tourism and Hospitality
Type: Book
ISBN: 978-1-83982-689-4

Content available
Book part
Publication date: 26 November 2020

Abstract

Details

Joy
Type: Book
ISBN: 978-1-80043-240-6

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