...Mehrnaz Alizadeh; Daniel Leung Purpose This study aims to examine whether and how congruency among influencer-generated content ( IGC ) shapes viewers’ travel inspiration. Specifically, it investigates the mediating role of experiential-sharing attribution and the moderating role of prior visit...

... 237 sample data and conducted bootstrapping to examine the serially mediating effect of imagery fluency and travel inspiration. Findings Frame orientation formats and visual content interactively affect the video audience’s travel intention: For site-centric tourism short videos, the horizontal frame...