Viral marketing
Influencer marketing pivots in tourism – a case study of meme influencer instigated travel interest surge
Bibliographic Data
| ID | 21699255 |
|---|---|
| Authors | Tenghao Zhang (0000-0002-6686-6777, Edith Cowan University, corresponding author), Xinli Huang (0000-0002-3942-6864, UWA Business School, The University of Western Australia, Perth, Australia) |
| Year | 2022 |
| Volume | 25 |
| Issue | 4 |
| Pages | 508-515 |
| Publication date | 2022-02-16 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Current Issues in Tourism (JOURNAL) |
| Journal identifiers | ISSN: 1368-3500 • E-ISSN: 1747-7603 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/13683500.2021.1910214 |
| OpenAlex | W3151185386 |
| Language | EN |
| Citations received | 28 |
| References cited | 18 |
A young herder in western China accidentally went viral on the internet and aroused public interests to visit his scenic hometown. The subsequent collaborations between the herder and destination marketers on social media made him an influencer and further boosted the surge of public travel interests. Drawing on big data analytics and natural language processing techniques, this paper conducted two studies. Study 1 has proved that the local tourism authority has successfully pivoted tourism marketing strategies from viral marketing to influencer marketing. Study 2 corroborated the positive effects of influencer attraction and government tourism promotion on public travel interests. The moderating role of public suspicions about the pandemic disruptions was also identified
Advertising · Business · China · Influencer marketing · Marketing management · Opinion leadership · Political science · Politics · Public relations · Relationship marketing · The Internet · Tourism · Viral marketing · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Sentiment Analysis and Opinion Mining · Marketing
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| Unique citing works | 28 |
|---|---|
| Citations per year | 7 |
| Citation span | 2022 - 2026 (5) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 28 |