EXPRESS: Travel influencer marketing: How comment moderation affects Generation Z consumers

Influencer marketing has created significant economic benefits for destinations. However, Generation Z consumers, as the primary target of influencer marketing, are having their freedom of speech rights compromised through comment moderation by travel influencers. This study, based on the theory of moral responsibility, explores the complex impact of comment moderation on the boycott behaviors of Generation Z consumers. Through a mixed-method approach combining grounded theory and scenario experiments, the study finds that: First, comment moderation by travel influencers leads Generation Z consumers to avoid and shame the influencer. Second, these boycott behaviors are motivated by negative moral emotions: Avoidance is driven by moral disgust, while shaming is driven by moral anger. Third, the other-regarding virtue moderates these effects among Generation Z consumers. This study highlights the importance of moral responsibility for tourism companies and travel influencers, offering new insights for destination and influencer marketing.