Value of Travel Social Media Influencers (TSMI) and their Relationship with Trust in Branded Posts Based on the Perspective of Gen Z in Hanoi, Vietnam
Main Article Content
Abstract
The emergence and development of Travel Social Media Influencers – TSMI has become a new social media channel for people who work in the field of tourism, bringing destination brands closer to travelers, especially generation Z. According to the recent survey of 800 zoomers living in Hanoi, the results show that 7 factors representing TSMI value have been newly adjusted. In addition, generation Z’s trust in branded posts is influenced by 4 aspects that represent TSMI, namely (1) Communication and interaction methods; (2) Level of pervasiveness; (3) Degree of identification; and (4) Similarity and familiarity with influence level. However, generation Z’s trust is not affected by the other 3 groups of factors including, (1) Charisma and trustworthiness; (2) Informational value; and (3) Professionalism in tourism. In order to implement branded posts effectively based on TSMI, the research results are especially significant in proposing measures so as to attract generation Z tourists in Hanoi.
Keywords:
Destination brand, influencer, Travel Social Media Influencer – TSMI, trust.*
References
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[13] Hovland, Carl I., Irving K. Janis, Harold H. Kelley, Communication and Persuasion, New Haven, Yale University Press, 1953.
[14] McCroskey, “Scales for the Measurement of Ethos,” Speech Monograph, 33 (1) (1966) 65-72. https://doi.org/10.1080/03637756609375482.
[15] K. Giffin, “The Contribution of Studies of Source Credibility to a Theory of Interpersonal Trust in the Communication Process,” Psychological Bulletin, 68 (2) (1967) 104-120. https://doi.org/10.1037/h002483.
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[21] Stanley L. Brodsky, Tess M.S. Neal, Robert J. Cramer, Mitchell H. Ziemke, “Credibility in the Courtroom: How Likeable Should an Expert Witness Be?,” Journal of the American Academy of Psychiatry and the Law, 37 (4) (2009) 525-532. http://jaapl.org/content/jaapl/37/4/525.full.pdf.
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[23] Schouten, A.P., Janssen, L., Verspaget, M., “Celebrity vs. Influencer Endorsements in Advertising: The Role of Identification, Credibility, and Product-Endorser Fit,” Int. J. Advert., 39 (2) (2020) 258-281. https://doi.org/10.1080/02650487.2019.1634898.
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[28] Baumgartner, H., Homburg, C., “Applications of Structural Equation Modeling in Marketing and Consumer Research: A Review,” International Journal of Research in Marketing, 13 (2) (1996) 139-161. https://doi.org/10.1016/0167-8116(95)00038-0.
[29] Doll, W.J., Xia, W., Torkzadeh, G., “A Confirmatory Factor Analysis of the End-user Computing Satisfaction Instrument,” MIS Quarterly, 18 (4) (1994) 357-369. https://doi.org/10.2307/249524.
[30] Wissman, B., Forbes, “Micro-Influencers: The Marketing Force of the Future?,” 2002, https://www.forbes.com/sites/barrettwissman/2018/03/02/micro-influencers-the-marketing-force-of-the-future/?sh=84dcea36707b (Accessed 14 September, 2021).
[31] Zainab Al-Darraji, Zahra Al Mansour, Shilan Rezai, “Similarity, Familiarity, and Credibility in Influencers and Their Impact on Purchasing Intention,” Student Thesis, Mälardalen University, School of Business, Society and Engineering, 2020.
[32] Ducoffe, R. H., “How Consumers Assess the Value of Advertising,” Journal of Current Issues & Research in Advertising, 17 (1) (1995) 1-18. https://doi.org/10.1080/10641734.1995.10505022.
[33] Chapple, C., F. Cownie., “An Investigation into Viewers’ Trust in and Response towards Disclosed Paid-for-Endorsements by YouTube Lifestyle Vloggers,” Journal of Promotional Communications, 5 (2) (2017). http://eprints.bournemouth.ac.uk/24948/
[34] Lafferty, Barbara A., Ronald E. Goldsmith, Stephen J. Newel, “The Dual Credibility Model: The Influence of Corporate and Endorser Credibility on Attitudes and Purchase Intentions,” Journal of Marketing Theory and Practice, 10 (3) (2002) 1-11. https://doi.org/10.1080/10696679.2002.11501916.
[35] Lou, C., Yuan, S., “Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media,” J. Interact. Advert., 19 (1) (2019) 58-73, https://doi.org/10.1080/15252019.2018.1533501