{"title":"影响力与价值:以视频为中心探索旅游影响者的价值链逻辑","authors":"Siqi Guo, Ning Deng, Zeya He","doi":"10.1177/00472875241249428","DOIUrl":null,"url":null,"abstract":"Influencer marketing has ushered in a new mode of electronic commerce, necessitating research to explore this emerging business logic. This study, grounded in communication and persuasion theory, develops a theoretical framework of travel influencers’ value chain logic. It elucidates how these influencers’ communication strategies drive their audience members’ online engagement and influencers’ business value on short video platforms. A multi-method design and video-centric approach revealed three dimensions of influencers’ communication strategies—physical attractiveness, content richness, and social activity—that significantly shaped audience members’ online engagement with the content. Such engagement in turn had a positive impact on influencers’ business value. These findings help to clarify value chain logic in influencer marketing and carry managerial implications for influencers and travel brands.","PeriodicalId":48435,"journal":{"name":"Journal of Travel Research","volume":null,"pages":null},"PeriodicalIF":8.0000,"publicationDate":"2024-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Influential and Worthy: A Video-centric Exploration of Travel Influencers’ Value Chain Logic\",\"authors\":\"Siqi Guo, Ning Deng, Zeya He\",\"doi\":\"10.1177/00472875241249428\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Influencer marketing has ushered in a new mode of electronic commerce, necessitating research to explore this emerging business logic. This study, grounded in communication and persuasion theory, develops a theoretical framework of travel influencers’ value chain logic. It elucidates how these influencers’ communication strategies drive their audience members’ online engagement and influencers’ business value on short video platforms. A multi-method design and video-centric approach revealed three dimensions of influencers’ communication strategies—physical attractiveness, content richness, and social activity—that significantly shaped audience members’ online engagement with the content. Such engagement in turn had a positive impact on influencers’ business value. These findings help to clarify value chain logic in influencer marketing and carry managerial implications for influencers and travel brands.\",\"PeriodicalId\":48435,\"journal\":{\"name\":\"Journal of Travel Research\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":8.0000,\"publicationDate\":\"2024-05-15\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Travel Research\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1177/00472875241249428\",\"RegionNum\":2,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"HOSPITALITY, LEISURE, SPORT & TOURISM\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Travel Research","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/00472875241249428","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
Influential and Worthy: A Video-centric Exploration of Travel Influencers’ Value Chain Logic
Influencer marketing has ushered in a new mode of electronic commerce, necessitating research to explore this emerging business logic. This study, grounded in communication and persuasion theory, develops a theoretical framework of travel influencers’ value chain logic. It elucidates how these influencers’ communication strategies drive their audience members’ online engagement and influencers’ business value on short video platforms. A multi-method design and video-centric approach revealed three dimensions of influencers’ communication strategies—physical attractiveness, content richness, and social activity—that significantly shaped audience members’ online engagement with the content. Such engagement in turn had a positive impact on influencers’ business value. These findings help to clarify value chain logic in influencer marketing and carry managerial implications for influencers and travel brands.
期刊介绍:
The Journal of Travel Research (JTR) stands as the preeminent, peer-reviewed research journal dedicated to exploring the intricacies of the travel and tourism industry, encompassing development, management, marketing, economics, and behavior. Offering a wealth of up-to-date, meticulously curated research, JTR serves as an invaluable resource for researchers, educators, and industry professionals alike, shedding light on behavioral trends and management theories within one of the most influential and dynamic sectors. Established in 1961, JTR holds the distinction of being the longest-standing among the world’s top-ranked scholarly journals singularly focused on travel and tourism, underscoring the global significance of this multifaceted industry, both economically and socially.