Role of social media influencers on marketing of sustainable hotels: gratification and the parasocial interaction perspective.
學年 112
學期 2
出版（發表）日期 2024-02-21
作品名稱 Role of social media influencers on marketing of sustainable hotels: gratification and the parasocial interaction perspective.
作品名稱（其他語言）
著者 Jeou-Shyan Horng; Chih-Hsing Liu; Sheng-Fang Chou; Tai-Yi Yu; Da-Chian Hu
單位
出版者
著錄名稱、卷期、頁數 Journal of Hospitality Marketing & Management 33(6), p.735–762.
摘要 Based on the concepts of gratification and parasocial interaction (PSI), we explore the effect of social media influencers on consumer behaviors in the marketing of sustainable hotels on Instagram (IG). We derive insights from 792 valid responses of consumers residing in the U.S. and analyze their behaviors and perceptions as related to both sustainable hotels and the leveraging of Instagram as a marketing tool. Through structural equation modeling, the findings of this study show that gratification increases consumer community commitment to IG through PSI. Moreover, PSIs positively influence consumer behaviors, such as booking intention, word of mouth (WOM) and electronic word of mouth (eWOM), through IG community commitment. Finally, the expertise of social media influencers strengthens consumer commitment to the IG community. The trustworthiness of social media influencers also strengthens consumer booking intentions.
關鍵字 Parasocial interaction; use and gratification theory; social media; Instagram; social media influencer
語言 en_US
ISSN
期刊性質 國外
收錄於 SSCI
產學合作
通訊作者
審稿制度 否
國別 TWN
公開徵稿
出版型式 ,電子版
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/128391 )