Full metadata record
| DC Field | Value | Language |
|---|---|---|
| dc.contributor | School of Hotel and Tourism Management | en_US |
| dc.contributor.advisor | Leung, Daniel (SHTM) | en_US |
| dc.contributor.advisor | Au, Norman (SHTM) | en_US |
| dc.creator | Alizadeh, Mehrnaz | - |
| dc.identifier.uri | https://theses.lib.polyu.edu.hk/handle/200/13843 | - |
| dc.language | English | en_US |
| dc.publisher | Hong Kong Polytechnic University | en_US |
| dc.rights | All rights reserved | en_US |
| dc.title | Disentangling the complexity of influencer-generated content in triggering viewers’ travel inspiration and behavioral intentions | en_US |
| dcterms.abstract | Social Media Influencer Marketing (SMIM) has emerged as a pivotal strategy for businesses in the tourism and hospitality sectors, where the intangible and experiential nature of travel products positions influencer-generated content (IGC) as a critical source of information and inspiration for travelers. As SMIM adoption expands, scholarly interest in its value and contributions to these industries has grown. This thesis systematically reviews existing SMIM research in tourism and hospitality, identifying several gaps that need to be addressed. To address these gaps, the thesis aims to disentangle the complexity of IGC in triggering viewers’ travel inspiration and behavioral intentions. It has two primary objectives: first, to complement the growing stream of research on SMIM by investigating the effect of congruency among multiple pieces of IGC created by multiple social media influencers (SMIs) on viewers’ travel inspiration and behavioral intentions; and second, to investigate how the congruency among multiple pieces of IGC created by multiple SMIs, as well as the interactivity with content- and source-related characteristics, affect viewers’ travel inspiration under more controlled conditions. | en_US |
| dcterms.abstract | To fulfill the first objective, Study One conceptualized and validated the IGC Congruency Scale, a novel measurement tool assessing congruency across multiple pieces of IGC from multiple SMIs. Employing a mixed-method approach, the scale was operationalized as a second-order factor model encompassing five dimensions: "Topic," "Recommendation," "Valence," "Visual," and "Travel Style." Structural Equation Modeling analysis of data from 600 participants confirmed direct positive relationships between IGC congruency, travel inspiration, and behavioral intentions. While the mediating role of IGC credibility and the moderating effect of viewers’ susceptibility to interpersonal influence were only partially supported, the study significantly advances literature by introducing the first scale to measure multi-SMI IGC congruency and enriching the customer inspiration framework with new informational and personal factors. Practically, these findings aid practitioners in optimizing SMIM investments. | en_US |
| dcterms.abstract | Study Two addressed the second objective through three between-subject experiments, revealing that viewers perceived multiple pieces of IGC from multiple SMIs covering incongruent topics as more inspirational than congruent topics. Furthermore, the causal effect of IGC congruency (congruent topics vs. incongruent topics) on travel inspiration remained consistent regardless of SMI type (travel specialists vs. non-travel specialists) or sponsorship disclosure type (partially sponsored vs. fully sponsored). These results underscore the nuanced role of topical incongruency in enhancing travel inspiration, challenging assumptions about content congruency, and source expertise. By employing experimental designs, Study Two extends theoretical understanding of travel inspiration antecedents and boundary conditions, while offering practitioners actionable strategies to improve SMIM efficacy through curated topic incongruency. | en_US |
| dcterms.abstract | Collectively, this thesis advances the SMIM literature by systematically addressing underexplored dimensions of IGC congruency and its interplay with content-source dynamics. It provides a robust empirical foundation for future studies while equipping industry stakeholders with evidence-based insights to leverage SMIM’s potential in triggering travel inspiration. The integration of scale development and experimental methodologies further underscores the value of multi-method approaches in unraveling complex consumer behaviors in digital marketing contexts. | en_US |
| dcterms.extent | xviii, 316 pages : color illustrations | en_US |
| dcterms.isPartOf | PolyU Electronic Theses | en_US |
| dcterms.issued | 2025 | en_US |
| dcterms.educationalLevel | Ph.D. | en_US |
| dcterms.educationalLevel | All Doctorate | en_US |
| dcterms.accessRights | open access | en_US |
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