How Can the Celebrity Endorsement Effect Help Consumer Engagement? A Case of Promoting Tourism Products through Live Streaming

Abstract

Although 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.

hiper-personalización de servicios con relación al consumer engagement en el sector turístico de la provincia de Tungurahua

“…Desde la perspectiva de los rasgos de personalidad, Qiu et al, (2021) encontraron que la extraversión y la apertura a la experiencia se relacionan positivamente con el compromiso del consumidor, mientras que, la estabilidad emocional se relaciona negativamente con el consumer engagement. Anteriormente, Harrigan et al, (2017) habían demostrado que el efecto de la extraversión en el compromiso del consumidor es parcialmente mediano por la expresividad de la identidad social.…”

“…Es decir, están motivados para compartir sus conocimientos en las redes sociales para señalar un mayor nivel de conocimiento. Qiu et al, (2021) amplían la investigación sobre la superación personal mediante considerando las diferencias entre el boca a boca en línea y en persona. En general, los consumidores están menos dispuestos a participar en el boca a boca en las redes sociales que en persona.…”

“…Confirmatory factor analysis with structural equation modelling (SEM. De la misma forma, el modelo de consumer engagement en el sector turístico propuesto por Qiu et al, (2021) en un contexto de redes sociales, menciona tres dimensiones: intención, entusiasmo y atención (ver figura 1).…”

“…Adaptado de Jain et al, (2021)willingness to co-create, and customer involvement on their adoption intention towards co-creatively developed new services through digital transformation. Confirmatory factor analysis with structural equation modelling (SEM; Qiu et al, (2021). Hyper-personalization, co-creation, digital clienteling and transformation.…”

Why Do Viewers Engage in Video Game Streaming? The Perspective of Cognitive Emotion Theory and the Moderation Effect of Personal Characteristics

“…Scholars believe that customer engagement is defined from three perspectives, namely, behavioral, psychological and cognitive, and emotional perspectives [18]. A model fit to thoroughly investigate that would be cognitive emotion theory (CET), as it investigates how the cognition of an individual impacts their emotional states and successive behavior [19].…”