How do online celebrities attract consumers? an EEG study on consumers’ neural engagement in short video advertising
Electronic Commerce Research,
Год журнала:
2025,
Номер
unknown
Опубликована: Фев. 24, 2025
Язык: Английский
The persuasive communication of Instagram influencers to promote tourism in the Riviera Maya
Frontiers in Communication,
Год журнала:
2025,
Номер
9
Опубликована: Янв. 24, 2025
Introduction
Destination
management
organizations
are
using
influencer
marketing
to
implement
alliances
with
influencers
actively
stimulate
tourist
visits.
This
study
analyzes
the
tourism
promotion
strategy
employed
by
content
creators
hired
Quintana
Roo
Tourism
Promotion
Council
promote
Riviera
Maya
in
Mexico.
Methods
Using
a
mixed
methodology
approach
and
drawing
on
functionalist
paradigm
of
communication,
publications
is
examined.
Results
discussion
The
results
show
that
physical
appearance
communication
skills
have
an
impact
tourists’
travel
intentions.
Moreover,
analysis
concludes
motivation
conveyed
shapes
reception
message.
Язык: Английский
Crafting narratives to influence consumers: a systematic review of storytelling marketing
Asia-Pacific Journal of Business Administration,
Год журнала:
2025,
Номер
unknown
Опубликована: Апрель 24, 2025
Purpose
This
study
reviews
and
synthesizes
the
extant
literature
on
storytelling
marketing,
with
a
focus
understanding
its
powerful
impact
consumer
engagement.
The
aim
is
to
identify
key
aspects
of
strategies
that
shape
perceptions
explore
role
narrative
particularly
in
digital
age
across
different
industries
academic
disciplines.
Design/methodology/approach
analyzes
322
articles
from
Web
Science
database,
published
between
1997
2024,
employing
an
extensive
bibliometric
analysis
systematic
review
through
descriptive
performance
science
mapping
techniques.
Authors
have
reviewed
top-cited
studies
using
theories,
context,
characteristics
methods
(TCCM)
framework
provide
comprehensive
marketing.
Findings
research
uncovers
capture
essence
marketing:
creativity
cognitive
elements,
emotive
branding,
influence
experiential
It
identifies
models
industry
applications
provides
robust
foundation
for
future
marketing
strategies.
Practical
implications
actionable
insights
practitioners,
educators
policymakers
leverage
approach,
emphasizing
culturally
sensitive
advertisements
use
immersive
tools
like
virtual
reality
gamification
enhance
engagement
societal
change.
Originality/value
paper
offers
comprehensive,
multi-dimensional
combining
techniques
review.
dual
approach
topic
TCCM
framework,
thereby
providing
novel
into
how
are
studied
applied
various
sectors.
Язык: Английский
Does Credibility Matter on TikTok: The Influence of Food Content Creator Types on Restaurants’ Social Media Engagement and Purchasing Intentions
Journal of Global Marketing,
Год журнала:
2024,
Номер
unknown, С. 1 - 18
Опубликована: Дек. 17, 2024
This
study
aimed
to
investigate
how
perceptions
of
TikTok
content
creators'
credibility
affect
customers'
intentions
engage
with
restaurant-related
and
purchasing
decisions.
employed
a
survey
method
gather
responses
from
individuals
who
had
viewed
food
beverage
on
TikTok,
created
by
restaurant
operators,
influencers,
former
customers
patronized
the
establishments.
Structural
equation
modeling
(SEM)
was
used
test
hypotheses.
The
results
indicated
that
perceived
creators
including
significantly
affected
restaurant's
consumers'
enjoyment.
This,
in
turn,
greatly
influenced
their
likelihood
making
purchase
at
restaurant.
advances
theoretical
practical
knowledge
assessing
reliability
which
provided
understanding
Stimulus-Organism-Response
(SOR)
Model
investigating
restaurants,
affects
delivers
hedonic
experience
consumers.
Язык: Английский
Social Media Influencers Shaping Ecotourism Destination Branding
Advances in hospitality, tourism and the services industry (AHTSI) book series,
Год журнала:
2024,
Номер
unknown, С. 23 - 50
Опубликована: Ноя. 22, 2024
Influencers
can
use
large
online
followings
to
create
awareness
about
the
destination,
answer
tourists'
queries,
and
structure
destination
image,
environment,
sustainable
accommodations
while
staying
in
a
particular
landscape.
Moreover,
influencers
may
promote
ecotourists'
grab
trust
of
their
followers,
be
carrier
promoting
eco-friendly
activities
at
destinations.
The
theory
planned
behaviour
sets
direction
for
this
study.
It
offers
thorough
framework
clarifying
factors
that
affect
or
limit
persons'
intentions
perform
certain
behaviours.
TPB
assist
tourists
understanding
motivations
behind
choice
by
analyzing
elements
influencing
ecotourism.
who
engage
with
ecotourists
shape
perceptions
region
emphasizing
its
unique
attributes,
like
captivating
natural
scenery
tourism
practices.
Язык: Английский
Micro-Influencer Marketing: The Impact of Teen Viewers’ Skepticism on Brand Attitudes and Purchase Intentions
Journal of Global Marketing,
Год журнала:
2024,
Номер
unknown, С. 1 - 17
Опубликована: Дек. 28, 2024
This
article
investigates
how
micro-influencer
marketing
(IM)
affects
teens.
Through
two
experiments,
we
examine
the
effects
of
number
likes,
smiles
as
a
facial
expression,
and
perceptions
product
effectiveness
on
attitudes
in
teen
viewers.
Study
1
results
demonstrate
that
brand
promotion
through
testimonials
is
effective
convincing
even
though
viewers
perceive
micro-influencers
are
paid
for
post.
2
shows
skepticism
completely
mediates
treatment
1.
Overall,
from
studies
shed
light
key
insights
have
been
unexplored
by
previous
research.
Our
present
clear
managerial
implications
offer
rich
agenda
future
research
this
topic.
Язык: Английский