The impact of the source credibility of Instagram influencers on travel intention: The mediating role of parasocial interaction

Yilmazdoğan, Orhan Can; Doğan, Rana Şen; Altıntaş, Emre

doi:10.1177/1356766721995973

Cited by 60 publications

(63 citation statements)

References 65 publications

(40 reference statements)

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“…From the uncertainty reduction theory perspective in the social-psychological field, this study established and verified the influence relationship between credibility from the marketing field and para-social relationship from the media psychology field. The finding of this study is consistent with the findings of prior studies (Yuan et al, 2016;Zhang et al, 2020;Yılmazdogan et al, 2021). Moreover, this study further clarifies the underlying reason of this relationship, which indicated that a credible endorser could reduce the uncertainty of potential tourists which would facilitate the potential tourists building a para-social relationship with the endorser.…”

Section: Discussion and Conclusion Theoretical Implicationssupporting

confidence: 91%

“…Zhang et al (2020) found that the three sub-dimensions of credibility significantly influence the PSR of receivers with a celebrity. In the social media context, Yılmazdogan et al (2021) proved the same result. Based on the above theoretical perspective and empirical evidence, H2: The credibility of the endorser has a positive impact on the para-social relationship of potential tourists with the endorser.…”

Section: Endorser Credibility and Para-social Relationshipsmentioning

confidence: 54%

“…Choi et al (2019) explained the influence of the PSR of online travel community users on their community satisfaction and travel satisfaction. Yılmazdogan et al (2021) revealed that the PSR of viewers with social media influencers may influence their travel intention. From tourism company branding perspectives, Lee and Lee (2017) tested the relationships between the PSR of users with hotel brand through the social media platform and their selfbrand connection and brand usage intention.…”

Section: Para-social Relationshipsmentioning

confidence: 99%

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Modeling of the Impact of the Credibility of the Destination Endorser on the Place Attachment of Potential Tourists

Shang

Luo

2021

Front. Psychol.

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Place attachment has been identified as effective marketing strength to enhance destination competitiveness. However, little research explored the formation mechanism of the place attachment of potential tourists and the role of celebrity endorsers. This study aims to identify the influence mechanism of the credibility of endorsers on place attachment. Various theories from different research fields were introduced to explore the mediating effect of destination attitude, para-social relationships, and destination source credibility between endorser credibility and the place attachment of potential tourists. The famous destination endorser in China, Tenzin, was chosen as the case. A quantitative method was adopted. The research model was examined by a survey sampling size of 367 respondents. The covariance-based structural equation model analysis revealed that the credibility of the endorser exerts a positive influence on the destination attitude of potential tourists, para-social relationship with the endorser, and destination source credibility. These three constructs have a positive effect on their place attachment. The results showed that the credibility of the endorser has a significant indirect influence on place attachment. This study extends the current literature of forming the place attachment of potential tourists from the perspective of the personal characteristics of the destination endorser. The findings shed light on how the credibility of the endorser could form place attachment through enhancing the destination attitude, credibility, and para-social relationships of potential tourists. This study provides several practical implications for destination marketing.

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Section: Discussion and Conclusion Theoretical Implicationssupporting

confidence: 91%

Section: Endorser Credibility and Para-social Relationshipsmentioning

confidence: 54%

Section: Para-social Relationshipsmentioning

confidence: 99%

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Modeling of the Impact of the Credibility of the Destination Endorser on the Place Attachment of Potential Tourists

Shang

Luo

2021

Front. Psychol.

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“…Theoretically, this work makes several significant contributions to academia. Firstly, we adopted the source credibity model to verity the relationship among attractiveness, trustworthiness, expertise, parasocial relationships, destination attitude and visit intention, giving empirical support to the existing literature [ 72 – 74 , 81 , 82 , 104 ]. Secondly, although previous literatures showed that endorsers in destination marketing received considerable amount of academic attention, literature about the influence mechanism of endorsers’ credibility on tourist visit intention and destination attitude remains extremely limited.…”

Section: Theoretical and Practical Implicationmentioning

confidence: 81%

Effect of parasocial relationship on tourist’s destination attitude and visit intention

2022

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Background Along with the rapid development of the Internet, the form of destination marketing is becoming increasingly innovative and diverse. Celebrity endorsement via social media, as an effective marketing strategy, has been widely used by various tourism companies to attract and engage with their customers. Previous studies have investigated the various aspects of such endorsement (e.g. the effect of endorser’s attributes) in different contexts (e.g. Hotel, Restaurant, Airline). However, little research has focused on the influence of the tourists’ parasocial relationship with endorsers on destination marketing. Accordingly, the current study aims to explore the role of parasocial relationships on tourists’ destination attitude and visit intention. Method This study adopted quantitative method and conducted Partial Least Square-Structural Equation Modelling (PLS-SEM) for data analysis. 498 valid questionnaires were collected from Weibo (One of China’s most popuar social media platforms). Results Results suggested that endorser’s credibility positively influenced follower’s parasocial relationship (p<0.001), which in turn positively influenced destination attitude and visit intention (p<0.001). Additionally, the parasocial relationship significantly mediated the relationship between credibility and destination attitude as well as visit intention (p<0.001). Conclusion The emerging trend of celerbity endorsement via live-streaming makes tourism destination marketing more diverse and even effective. Through exploring the underlying mechanism of celebrity endorsement, this study can provide destination marketers with insights about how to build and strengthen the tourist’s attitude and visit intention towards destiantion by developing their parasocial relationships with endorsers. This study also adds to the literature of using Partial Least Square-Structural Equation Modelling (PLS-SEM) in tourism and hospiatlity research.

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“…Food vlog is a niche form of travel vlogs that highlights travel expeditions to the destinations around their cultural delicacies and culinary specialties. If digital influencers are perceived to develop creditability in a specific sectorial field, for example, food vlogging, then they begin to influence the behaviors of their followers in that domain (Yılmazdo gan et al, 2021;Mariani et al, 2021). Not all digital influencers are equally effective in achieving this outcome, as the literature alludes to three important stimulus characteristics, that is, perceived similarity with the source (Lee and Watkins, 2016;Mainolfi et al, 2022), source Food vloggers and parasocial interactions trustworthiness (Kim et al, 2014) and source expertise (Li et al, 2022) that can determine the extent to which messages transmitted by these digital influencers would affect the viewers.…”

Section: Theoretical Backdropmentioning

confidence: 99%

Food vloggers and parasocial interactions: a comparative study of local and foreign food vlogs using the S-O-R paradigm

Yousaf

2022

IJCHM

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Purpose The purpose of this paper is to use the stimulus-organism-response (S-O-R) paradigm to understand how the source characteristics of the local and foreign food vloggers impact perceptions associated with the consumption setting of food vlogs (FVs), that is, experiential value and authentic value, cultivate the experiences of parasocial interaction (PSI) and how they are channelized into behavioral and attitudinal dispositions of food tourists. Design/methodology/approach Following a survey research design, a sample of 418 participants with an interest in food-related touristic journeys was analyzed. Both Pakistani and foreign FVs about Peshawar, a historic city situated on the ancient silk route, were selected for a common reference point. Findings The reception of Pakistani and foreign food vloggers differed significantly, implying that source characteristics, especially perceived similarity with the food vlogger, are an essential factor in the case of FVs. FVs’ authentic and experiential values significantly nurtured the experiences of PSI and positively influenced viewers’ evaluation of vlogs. The experiences of PSI cultivated visit intentions towards a destination. However, their relationship with the destination’s food image was not significantly related. The favorable reception of FVs was positively associated with the destination’s food image and visit intentions. Practical implications The findings provide tourism and hospitality managers with suggestions on how to appreciate and incorporate the marketability of FVs into their destination marketing campaigns. Originality/value This study opens up new avenues of scholarly debate by comparing the local and foreign food vloggers’ source effectiveness in cultivating PSI experiences and resultant attitudinal and behavioral changes. This study adds to the emergent research stream of understanding the food vlogger–viewer relationship through the S-O-R framework.

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The impact of the source credibility of Instagram influencers on travel intention: The mediating role of parasocial interaction

Cited by 60 publications

References 65 publications

Modeling of the Impact of the Credibility of the Destination Endorser on the Place Attachment of Potential Tourists

Modeling of the Impact of the Credibility of the Destination Endorser on the Place Attachment of Potential Tourists

Effect of parasocial relationship on tourist’s destination attitude and visit intention

Food vloggers and parasocial interactions: a comparative study of local and foreign food vlogs using the S-O-R paradigm

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