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 influ...

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Bibliographic Details
Published inJournal of travel research Vol. 64; no. 6; pp. 1355 - 1375
Main Authors Guo, Siqi, Deng, Ning, He, Zeya
Format Journal Article
LanguageEnglish
Published Los Angeles, CA SAGE Publications 01.07.2025
SAGE PUBLICATIONS, INC
Subjects
Communication
Computer platforms
Electronic commerce
Influencer marketing
Social networks
Travel
User behavior
User generated content
Users
Value chain
communication strategies
video
influencer marketing
communication and persuasion theory
online engagement
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Summary: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.
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ISSN:0047-2875
1552-6763
DOI:10.1177/00472875241249428