International Journal of Contemporary Hospitality Management,
Journal Year:
2024,
Volume and Issue:
unknown
Published: July 13, 2024
Purpose
The
Metaverse
is
rapidly
reshaping
the
understanding
of
tourism,
yet
public
perception
this
new
domain
remains
largely
uncharted
empirically.
This
paper
aims
to
build
on
technology
acceptance
model
(TAM)
and
diffusion
innovations
theory
(DIT)
fill
gap,
offering
crucial
insights
that
could
inform
scholars
practitioners
in
both
tourism
sectors.
Design/methodology/approach
Using
a
big-data
approach,
authors
applied
machine
learning
scrape
comments
made
by
social
media
users
recent
popular
posts
or
videos
related
from
three
prominent
platforms.
cleaning
process
narrowed
down
15,461
2,650,
which
were
then
analysed
using
thematic,
emotion
sentiment
analysis
techniques.
Findings
thematic
revealed
virtual
evokes
complex
range
beliefs.
While
many
express
awe
excitement
toward
its
immersive
capabilities,
others
remain
sceptical
about
authenticity
compared
physical
travel.
Additional
themes
show
people
draw
comparisons
real-world
discuss
technology’s
role
note
educational
value
novelty.
However,
some
raise
concerns
potential
societal
harms,
exploitation
mental
health
impacts.
Sentiment
found
over
half
positive,
though
negative.
Emotion
showed
contentment,
happiness
as
most
frequent,
sadness,
worry
loneliness
also
featured.
Overall,
perceptions
encompass
enthusiasm
substantial
ambivalence.
Originality/value
To
best
authors’
knowledge,
study
one
first
comprehensively
analyse
discussions
tourism.
It
takes
TAM
Rogers’s
DIT
step
further
provides
fresh
into
how
these
theories
can
be
employed
emerging
field
conceptual
multidimensional
factors
shaping
beliefs
thus
informing
scholarly
research
interaction
regarding
In
addition,
results
help
providers,
platforms
marketers
address
salient
sentiments/attitudes
developing
marketing
offerings,
experiences
communications.
Over
time,
methodology
used
track
evolving
Journal of Services Marketing,
Journal Year:
2024,
Volume and Issue:
38(7), P. 816 - 838
Published: July 25, 2024
Purpose
The
purpose
of
this
research
is
to
identify
the
most
important
attributes
metaverse
influencers
and
examine
their
impact
on
customer
engagement
social
glue.
Design/methodology/approach
Three
studies
(one
qualitative
two
quantitative)
were
conducted
understand
phenomenon
better.
study
(Study
1)
was
antecedents
theoretical
model,
which
tested
in
Study
2
using
covariance-based
structural
equation
modelling
(CB-SEM)
technique.
3
then
divided
respondents
based
influencer
attribute
preferences.
Findings
Results
1
revealed
six
influential
influencers:
physical
attractiveness,
perceived
credibility,
metaverse-influencer
fit,
intimacy
attitude
homophily.
Further,
validated
that
attractiveness
credibility
enhance
engagement.
Also,
results
intimacy,
homophily
Moreover,
parasocial
relationships
mediate
association
between
homophily,
(engagement
glue).
conditional
indirect
effect
metaverse–influencer
fit
glue)
via
at
different
high
low
levels
self-discrepancy
significant.
Finally,
used
latent
class
analysis
reveal
clusters
users.
Originality/value
This
enriches
our
understanding
influencers,
contributing
marketing
literature.
It
offers
actionable
insights
for
marketers
by
elucidating
key
attributes,
aiding
enhancing
Journal of Communication Management,
Journal Year:
2024,
Volume and Issue:
unknown
Published: July 29, 2024
Purpose
This
research
makes
an
effort
to
empirically
investigate
the
role
of
source
credibility
theory
(SCT)
in
prevailing
modern
influencer
marketing
context
by
establishing
association
between
virtual
influencers
((VIs)
non-human)
and
buying
behavior
their
followers.
It
further
provides
insights
into
mediating
engagement
on
affiliation
VIs’
Design/methodology/approach
The
study
used
structural
equation
modeling
(CB-SEM)
assess
data
from
a
survey
conducted
online
538
participants
(Instagram
followers
influencers).
Findings
results
reveal
that
dimensions
significantly
affect
followers’
VIs
except
trustworthiness
dimension.
However,
mediation
analysis
has
shown
substantially
mediates
including
trustworthiness.
Practical
implications
highlights
value
VI
its
alignment
with
behavior.
valuable
inputs
for
brand
managers
as
can
be
effectively
leveraged
implementing
strategies
encourage
followers/consumers
social
media
platforms
purchase
goods/services
they
endorse.
Originality/value
overcomes
shortcomings
recent
studies
investigating
through
Instagram.
uniquely
extends
potential
SCT
non-human
VIs.
International Journal of Contemporary Hospitality Management,
Journal Year:
2024,
Volume and Issue:
unknown
Published: Sept. 20, 2024
Purpose
This
study
aims
to
examine
how
virtual
influencers
(VIs)
affect
purchase
intentions
in
tourism
and
hospitality
e-commerce
live
streaming
(THCLS)
by
focusing
on
the
roles
of
VIs’
source
credibility,
trust
products,
VIs,
emotional
engagement,
parasocial
relationships
influencer–product
congruence.
Design/methodology/approach
Survey
data
from
416
active
viewers
VIs
THCLS
were
analysed
using
partial
least
squares
structural
equation
modelling.
Findings
highlights
importance
which
positively
affects
product,
engagement.
However,
credibility
does
not
have
a
positive
impact
relationships.
Trust
products
influences
VIs.
Emotional
engagement
significantly
influence
relationships,
which,
intentions.
Influencer–product
congruence
strengthens
link
between
but
moderate
relationship
No
significant
gender
differences
observed,
although
minor
discrepancies
noted
effect
The
importance–performance
map
analysis
revealed
that
are
most
important
factor
influencing
intentions,
while
has
highest
performance,
is
lowest
performance.
Practical
implications
provides
actionable
insights
for
marketers
leveraging
sector,
emphasizing
strategies
enhance
VI
foster
ensure
adopt
gender-neutral
marketing
approaches
effectively
Originality/value
offers
theoretical
practical
into
role
THCLS,
illuminating
their
consumer
behaviour
International Journal of Contemporary Hospitality Management,
Journal Year:
2024,
Volume and Issue:
unknown
Published: July 13, 2024
Purpose
The
Metaverse
is
rapidly
reshaping
the
understanding
of
tourism,
yet
public
perception
this
new
domain
remains
largely
uncharted
empirically.
This
paper
aims
to
build
on
technology
acceptance
model
(TAM)
and
diffusion
innovations
theory
(DIT)
fill
gap,
offering
crucial
insights
that
could
inform
scholars
practitioners
in
both
tourism
sectors.
Design/methodology/approach
Using
a
big-data
approach,
authors
applied
machine
learning
scrape
comments
made
by
social
media
users
recent
popular
posts
or
videos
related
from
three
prominent
platforms.
cleaning
process
narrowed
down
15,461
2,650,
which
were
then
analysed
using
thematic,
emotion
sentiment
analysis
techniques.
Findings
thematic
revealed
virtual
evokes
complex
range
beliefs.
While
many
express
awe
excitement
toward
its
immersive
capabilities,
others
remain
sceptical
about
authenticity
compared
physical
travel.
Additional
themes
show
people
draw
comparisons
real-world
discuss
technology’s
role
note
educational
value
novelty.
However,
some
raise
concerns
potential
societal
harms,
exploitation
mental
health
impacts.
Sentiment
found
over
half
positive,
though
negative.
Emotion
showed
contentment,
happiness
as
most
frequent,
sadness,
worry
loneliness
also
featured.
Overall,
perceptions
encompass
enthusiasm
substantial
ambivalence.
Originality/value
To
best
authors’
knowledge,
study
one
first
comprehensively
analyse
discussions
tourism.
It
takes
TAM
Rogers’s
DIT
step
further
provides
fresh
into
how
these
theories
can
be
employed
emerging
field
conceptual
multidimensional
factors
shaping
beliefs
thus
informing
scholarly
research
interaction
regarding
In
addition,
results
help
providers,
platforms
marketers
address
salient
sentiments/attitudes
developing
marketing
offerings,
experiences
communications.
Over
time,
methodology
used
track
evolving
