As an emerging group that wields its increasing influence through social media, social media influencers (SMIs) have continued to grow as a key component of firms’ digital marketing strategies. However, several aspects of SMIs merit attention: their personal characteristics, content features, and how they influence consumers’ decision-making as well as online engagement. By using the stimulus–organism–response (SOR) model together with theories of social connection and social influence, this dissertation reveals the influence of SMIs on consumer behaviors in tourism and hospitality contexts by investigating travel SMIs’ influencing stimuli, mechanisms, and audience responses. Study 1 extracts topics from comments on posts created by two travel SMIs from different cultures; identifies these SMIs’ personal characteristics and content features; and uncovers how travel SMIs wield social connection, value-expressive influence, and informational influence from a cross-cultural perspective. Study 2 includes a pair of sub-studies that quantitatively examine travel SMIs’ marketing effectiveness and unveil associated mechanisms by focusing on social influence theory (i.e., value-expressive and informational influences). Topic modeling, netnographic analysis with social media data, and experimental designs are adopted to achieve all research objectives. Findings extend the understanding of travel SMIs’ influencing processes in consumers’ decision making/online engagement and provide practical implications for applying SMI marketing in tourism and hospitality. / Tourism and Sport
| Identifer | oai:union.ndltd.org:TEMPLE/oai:scholarshare.temple.edu:20.500.12613/8971 |
| Date | 08 1900 |
| Creators | Huang, Xingyu, 0000-0002-8376-406X |
| Contributors | Li, Xiang (Robert), Ok, Chihyung, Yang, Yang, Wadhwa, Monica |
| Publisher | Temple University. Libraries |
| Source Sets | Temple University |
| Language | English |
| Detected Language | English |
| Type | Thesis/Dissertation, Text |
| Format | 223 pages |
| Rights | IN COPYRIGHT- This Rights Statement can be used for an Item that is in copyright. Using this statement implies that the organization making this Item available has determined that the Item is in copyright and either is the rights-holder, has obtained permission from the rights-holder(s) to make their Work(s) available, or makes the Item available under an exception or limitation to copyright (including Fair Use) that entitles it to make the Item available., http://rightsstatements.org/vocab/InC/1.0/ |
| Relation | http://dx.doi.org/10.34944/dspace/8935, Theses and Dissertations |
Page generated in 0.0031 seconds