... a validated measurement scale to advance both influencer marketing theory and research on tourist behavior. Recent studies drawing on Constructivist Grounded Theory have mostly focused on identifying the motivations, practices and strategic approaches of SMTIs (Gholamhosseinzadeh, 2023). However...

...Liu Ting; Jiseon Ahn Purpose Despite the growing popularity of influencer marketing in the hospitality industry, few studies have examined how the relationship between an influencer and customers affects customer behavior. This study aims to examine the various dimensions of parasocial...

... role for businesses engaging with niche audiences. Businesses often collaborate with them to drive purchases, improve marketing return on investment (ROI) and enhance brand promotion (Akhavan-Hejazi et al., 2024). Influencer marketing is a promotional strategy where businesses collaborate...

... and wine practitioners, SMI and brand sponsors valuable information to use this advanced tactic among various social networking services. Originality/value This study is the first to grasp the Douyin users’ perceptions of this newly emerged influencer marketing strategy via UGC data. Originality...

... 08 02 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only YouTube Social media Social learning theory Influencer marketing Travel vlogger Wishful identification H1b: Travel vlogger’s perceived social attractiveness...

... to be relevant to DMOs’ marketing efforts and has large potential benefits (Munar , 2011, 2012). Twitter Social network analysis Network Destination marketing Influencer marketing Tourism destinations comprise a unique combination of products and services as defined by the 6As model...