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dc.contributor.authorQiu, L
dc.contributor.authorChen, X
dc.contributor.authorLee, TJ
dc.date.accessioned2021-08-23T05:12:05Z
dc.date.available2021-08-23T05:12:05Z
dc.date.issued2021
dc.identifier.issn2071-1050
dc.identifier.doi10.3390/su13158655
dc.identifier.urihttp://hdl.handle.net/10072/407182
dc.description.abstractAlthough much research has been devoted to the study of the impact of celebrity endorsements on the effectiveness of advertising in the literature on consumer behavior, few scholars pay attention to applying this concept to explain consumer behavior in the tourism field. This research tested celebrities’ expertise, trustworthiness, and attractiveness as the antecedents of consumer trust and engagement in the tourism and hospitality context. Specifically, through the analysis of 406 valid responses collected by online questionnaire, this study makes the following conclusions. First, it provides a new perspective on the influence of celebrity effects by focusing on the live-streaming behavior of CEOs on China’s largest online travel agency (OTA) platform. Secondly, it confirms that the three dimensions of the celebrity effect (expertise, trustworthiness, and attractiveness) positively affect the three dimensions of consumer trust (ability, benevolence, and integrity). At the same time, consumer trust can also predict the three dimensions of consumer engagement (cognitive processing, affection, and activation). In addition, the three dimensions of consumer trust also play a positive mediating role between the relationship of celebrity effects and consumer engagement. That is, the celebrity effects have a positive and indirect influence on consumer engagement. Therefore, by suggesting that celebrity endorsements can create consumer trust and engagement in the OTA platform, this research expands the research framework of celebrity endorsement credibility theory.
dc.description.peerreviewedYes
dc.languageen
dc.publisherMDPI AG
dc.relation.ispartofpagefrom8655
dc.relation.ispartofissue15
dc.relation.ispartofjournalSustainability
dc.relation.ispartofvolume13
dc.subject.fieldofresearchTourism
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchBuilt Environment and Design
dc.subject.fieldofresearchcode1506
dc.subject.fieldofresearchcode1505
dc.subject.fieldofresearchcode12
dc.titleHow can the celebrity endorsement effect help consumer engagement? A case of promoting tourism products through live streaming
dc.typeJournal article
dc.type.descriptionC1 - Articles
dcterms.bibliographicCitationQiu, L; Chen, X; Lee, TJ, How can the celebrity endorsement effect help consumer engagement? A case of promoting tourism products through live streaming, Sustainability, 2021, 13 (15), pp. 8655
dcterms.licensehttp://creativecommons.org/licenses/by/4.0/
dc.date.updated2021-08-23T04:39:03Z
dc.description.versionVersion of Record (VoR)
gro.rights.copyright© 2021 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https:// creativecommons.org/licenses/by/ 4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
gro.hasfulltextFull Text
gro.griffith.authorLee, Timothy J.


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