影响力营销
旅游
志愿者
好奇心
情感(语言学)
心理学
调解
认知
营销
广告
社会心理学
业务
应用心理学
社会学
政治学
市场营销管理
沟通
关系营销
农学
神经科学
生物
社会科学
法学
作者
İlker Kılıç,Cihan Seçilmiş,Cansev Özdemir
标识
DOI:10.1080/13683500.2023.2174087
摘要
Drawing on the Cognitive Response Theory (CRT), this research aimed to examine how travel influencers’ (TI) content about volunteer tourism affect their followers’ intention to participate in volunteer tourism (VT). The informativeness of volunteer tourism activities’ (VTA) in TIs’ content was evaluated as external information according to the components of the CRT in terms of the intention to participate in volunteer tourism. According to the findings, while VTAs’ informativeness in TIs’ content positively affects ascribed responsibility, information quality and curiosity, all of the variables were found to have positively affected positive emotion. In addition, there is a serial mediation relationship among all of the research variables.
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