The pathways of increasing online celebrity brand equity and followers' hotel booking intention: a serial multiple mediation model

IF 9.6 2区管理学 Q1 BUSINESS

Journal of Research in Interactive Marketing Pub Date : 2024-02-05 DOI:10.1108/jrim-08-2023-0265

Nhi Thao Ho-Mai, Vinh Trung Tran, Vien Ky Nguyen, Uyen Thi Thu Do, Thanh Ba Truong, Phuong Thi Kim Tran

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引用次数: 0

Abstract

Purpose

From a consumer–brand relationship (CBR) perspective, this study proposes a serial multiple mediation model to explore the pathways (e.g. cognitive, affective and hybrid) to increase online celebrity brand equity (OCBE) and follower's hotel booking intentions (FBI).

Design/methodology/approach

Paper-based and online surveys were used to collect data from 443 respondents who had been using TikTok and had followed at least one online celebrity on TikTok, while that online celebrity had reviewed one or more types of accommodation. A serial multiple mediation model was evaluated through covariance-based structural equation modeling.

Findings

The results confirmed the hybrid cognitive–affective and cognitive–affective–conative pathways among antecedents and components of OCBE and FBI.

Originality/value

From a CBR perspective, this study provides a serial multiple mediation model to increase OCBE via hybrid cognitive–affective pathways and to drive FBI via cognitive–affective–conative pathways. These sequential relationships contribute to the human branding literature by defining a mechanism of how online celebrities can efficiently attract followers, thus driving online celebrity brand loyalty and hotel booking intentions.

Research limitations/implications

The results should be validated in other cultural contexts to generalize findings and broaden the range of target respondents to include international followers and those within other nations.

查看原文本刊更多论文

网络名人品牌资产增加与粉丝酒店预订意向的路径：序列多重中介模型

目的从消费者-品牌关系（CBR）的角度出发，本研究提出了一个序列多重中介模型，以探索提高网络名人品牌资产（OCBE）和关注者酒店预订意向（FBI）的途径（如认知、情感和混合途径）.设计/方法/手段通过纸质和在线调查收集了443名受访者的数据，这些受访者一直在使用TikTok，并在TikTok上关注了至少一位网络名人，同时该网络名人对一种或多种类型的住宿进行了点评。通过基于协方差的结构方程建模，对序列多重中介模型进行了评估。研究结果结果证实，OCBE 和 FBI 的前因和组成部分之间存在认知-情感混合途径和认知-情感-联想途径。原创性/价值从 CBR 的角度来看，本研究提供了一个序列多重中介模型，通过认知-情感混合途径增加 OCBE，通过认知-情感-联想途径推动 FBI。这些序列关系定义了网络名人如何有效吸引追随者的机制，从而推动网络名人的品牌忠诚度和酒店预订意向，为人类品牌文献做出了贡献。研究局限/意义研究结果应在其他文化背景下进行验证，以推广研究结果，并扩大目标受访者的范围，以包括国际追随者和其他国家的追随者。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Research in Interactive Marketing BUSINESS-

CiteScore

17.80

自引率

17.10%

发文量

期刊介绍： The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management. ISSN: 2040-7122 eISSN: 2040-7122 With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.