Abstract
Social influencer marketing has been studying by a growing number of hospitality and tourism scholars. However, there remains a dearth of knowledge regarding the congruency among influencer generated contents (IGCs). This study aims to understand “what makes viewers consider IGCs as congruent/incongruent” and “how viewers process and respond to congruency among IGCs. Through serial interviews, eleven antecedents influencing viewers’ perception towards congruency/incongruency in IGCs were identified. Furthermore, this study reveals that viewers process congruency among IGCs at three distinct levels. Subsequently, viewers respond to congruency among IGCs by engaging in information search, expressing intentions to abandon, share, or travel.
| Original language | English |
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| Publication status | Not published / presented only - 6 Jan 2024 |
| Event | 29th Annual Graduate Education &Graduate Student Research Conference in Hospitality and Tourism - Florida, United States Duration: 1 Jan 2024 → 4 Jan 2024 |
Conference
| Conference | 29th Annual Graduate Education &Graduate Student Research Conference in Hospitality and Tourism |
|---|---|
| Country/Territory | United States |
| City | Florida |
| Period | 1/01/24 → 4/01/24 |
Keywords
- Social influencer marketing
- Influencer generated content
- Congruency
- Information Processing