Beyond Influencer Credibility: The Power of Content and Parasocial Relationship on Processing Social Media Influencer Destination Marketing Campaigns

Yi Xuan Ong (), Tao Sun () and Naoya Ito
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Yi Xuan Ong: Hokkaido University
Tao Sun: Hokkaido University
Naoya Ito: Hokkaido University

A chapter in Information and Communication Technologies in Tourism 2022, 2022, pp 110-122 from Springer

Abstract: Abstract The power of social media influencers (SMIs) as effective endorsers for destinations and tourism products have been widely acknowledged. Despite being characterised as content generators by prior research, little has been done to examine how consumers perceive content produced by SMI, a key component of destination marketing campaigns. Moreover, parasocial relationship between SMI and the follower has been proven to enhance the persuasive impact of SMIs. Hence, this study aims to shed light on how consumers would assess the SMI and the content the SMI produced, as well as the effect of parasocial relationship on processing SMI destination marketing campaigns. Findings (N = 501) have highlighted that argument quality of SMI content has a stronger direct impact on campaign attitude, destination image and travel intention, as compared to source credibility. With the application of the Elaboration Likelihood Model (ELM) as a framework, this study illuminates consumers’ interaction with the SMI destination marketing campaign and extends prior studies in understanding the importance of SMI content and parasocial relationship as a significant tool for future destination marketing.

Keywords: Social medial influencer; Destination marketing; Parasocial relationship; Elaboration Likelihood Model (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-94751-4_11

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DOI: 10.1007/978-3-030-94751-4_11

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