國立虎尾科技大學 |

The Impact of COVID-19 Pandemic Fatigue and Social Media Influencers on Consumer-Brand Identification and Purchase Intentions.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	The Impact of COVID-19 Pandemic Fatigue and Social Media Influencers on Consumer-Brand Identification and Purchase Intentions./
Author:	Olgun, Can.
Description:	1 online resource (207 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 85-07, Section: A.
Contained By:	Dissertations Abstracts International85-07A.
Subject:	Web studies. -
Online resource:	click for full text (PQDT)
ISBN:	9798381348286

The Impact of COVID-19 Pandemic Fatigue and Social Media Influencers on Consumer-Brand Identification and Purchase Intentions.
Olgun, Can.

The Impact of COVID-19 Pandemic Fatigue and Social Media Influencers on Consumer-Brand Identification and Purchase Intentions. - 1 online resource (207 pages)

Source: Dissertations Abstracts International, Volume: 85-07, Section: A.

Thesis (Ph.D.)--Oklahoma State University, 2023.

Includes bibliographical references

The beginning of the year 2020 brought an unprecedented global health crisis in modern history. The hospitality and tourism industry were severely impacted across the globe as numerous challenges amid COVID-19 pandemic were encountered. Consequently, the use of online platforms and virtual communications have been on the rise. Social media travel influencer is a particular niche that gained popularity in the past few years since the beginning of the pandemic. This study aimed to address pandemic fatigue and parasocial interaction to examine the dynamics of the relationship between consumers and brands in the hospitality and tourism industry by focusing on social media travel influencer platforms. Drawing upon social influence theory, the current study focused on content creators who share travel related experiences on YouTube and Instagram. In addition to the extant literature, the current study differentiated influencer channels from social media platforms controlled by brands to examine how platforms unrelated directly to the brands affected the consumers' cognitive and affective motives. Stimulus-Organism-Response Model was utilized as a framework to understand the relationships among pandemic fatigue, social influencer credibility, parasocial interaction, perceived information quality, sense of belonging to virtual community, consumer-brand identification, and purchase intention. A total of 908 valid responses were collected via Amazon MTurk using a convenience sampling method. The results indicated that both pandemic fatigue and social media influencer credibility positively affected informational and normative influence. Informational and normative influence had direct relationships with parasocial interaction, sense of belonging to virtual community, and perceived information quality. Also, mediating impacts of informational and normative influence were observed between pandemic fatigue and sense of belonging to virtual community, as well as between social influencer credibility and perceived information quality. The findings suggested that sense of belonging to online community was strengthened by social influence that occurred on travel influencer channels, which in return resulted in significant consumer-brand identification and purchase intention. In this regard, this study contributed to the hospitality and tourism industry literature by demonstrating the role of social media influencer communities in shaping consumers' brand perception.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798381348286Subjects--Topical Terms:

1148502
Web studies.
Subjects--Index Terms:

COVID-19Index Terms--Genre/Form:

554714
Electronic books.

The Impact of COVID-19 Pandemic Fatigue and Social Media Influencers on Consumer-Brand Identification and Purchase Intentions.
LDR:03941ntm a22003977 4500 001 1142988
005 20240513061040.5
006 m o d
007 cr mn ---uuuuu
008 250605s2023 xx obm 000 0 eng d
020 $a 9798381348286
035 $a (MiAaPQ)AAI30637595
035 $a AAI30637595
040 $a MiAaPQ $b eng $c MiAaPQ $d NTU
100 1 $a Olgun, Can. $3 1467540
245 1 4 $a The Impact of COVID-19 Pandemic Fatigue and Social Media Influencers on Consumer-Brand Identification and Purchase Intentions.
264 0 $c 2023
300 $a 1 online resource (207 pages)
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
500 $a Source: Dissertations Abstracts International, Volume: 85-07, Section: A.
500 $a Advisor: Thapa, Brij.
502 $a Thesis (Ph.D.)--Oklahoma State University, 2023.
504 $a Includes bibliographical references
520 $a The beginning of the year 2020 brought an unprecedented global health crisis in modern history. The hospitality and tourism industry were severely impacted across the globe as numerous challenges amid COVID-19 pandemic were encountered. Consequently, the use of online platforms and virtual communications have been on the rise. Social media travel influencer is a particular niche that gained popularity in the past few years since the beginning of the pandemic. This study aimed to address pandemic fatigue and parasocial interaction to examine the dynamics of the relationship between consumers and brands in the hospitality and tourism industry by focusing on social media travel influencer platforms. Drawing upon social influence theory, the current study focused on content creators who share travel related experiences on YouTube and Instagram. In addition to the extant literature, the current study differentiated influencer channels from social media platforms controlled by brands to examine how platforms unrelated directly to the brands affected the consumers' cognitive and affective motives. Stimulus-Organism-Response Model was utilized as a framework to understand the relationships among pandemic fatigue, social influencer credibility, parasocial interaction, perceived information quality, sense of belonging to virtual community, consumer-brand identification, and purchase intention. A total of 908 valid responses were collected via Amazon MTurk using a convenience sampling method. The results indicated that both pandemic fatigue and social media influencer credibility positively affected informational and normative influence. Informational and normative influence had direct relationships with parasocial interaction, sense of belonging to virtual community, and perceived information quality. Also, mediating impacts of informational and normative influence were observed between pandemic fatigue and sense of belonging to virtual community, as well as between social influencer credibility and perceived information quality. The findings suggested that sense of belonging to online community was strengthened by social influence that occurred on travel influencer channels, which in return resulted in significant consumer-brand identification and purchase intention. In this regard, this study contributed to the hospitality and tourism industry literature by demonstrating the role of social media influencer communities in shaping consumers' brand perception.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2024
538 $a Mode of access: World Wide Web
650 4 $a Web studies. $3 1148502
653 $a COVID-19
653 $a Social media platforms
653 $a Perceived information quality
653 $a Consumer-brand identification
653 $a Brand perception
655 7 $a Electronic books. $2 local $3 554714
690 $a 0310
690 $a 0646
690 $a 0338
710 2 $a ProQuest Information and Learning Co. $3 1178819
710 2 $a Oklahoma State University. $b Hospitality Administration. $3 1185377
773 0 $t Dissertations Abstracts International $g 85-07A.
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=30637595 $z click for full text (PQDT)