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

In: Information and Communication Technologies in Tourism 2022

Author

Listed:
  • Yi Xuan Ong

    (Hokkaido University)

  • Tao Sun

    (Hokkaido University)

  • Naoya Ito

    (Hokkaido University)

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.

Suggested Citation

  • Yi Xuan Ong & Tao Sun & Naoya Ito, 2022. "Beyond Influencer Credibility: The Power of Content and Parasocial Relationship on Processing Social Media Influencer Destination Marketing Campaigns," Springer Books, in: Jason L. Stienmetz & Berta Ferrer-Rosell & David Massimo (ed.), Information and Communication Technologies in Tourism 2022, pages 110-122, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-94751-4_11
    DOI: 10.1007/978-3-030-94751-4_11
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