From live streamer to viewer: exploring travel live streamer persuasive linguistic styles and their impacts on travel intentions

Travel live streaming's growing popularity among viewers provides unprecedented opportunities for live streamers. This study explores the persuasive linguistic styles of travel live streamers, underpinned by Hovland's persuasion theory and Aristotle's rhetoric persuasion modes. Through 23 in-depth interviewees, four dimensions of live streamer linguistic persuasion styles are identified, which include appeals to emotion, logic, credibility, and a new dimension, appeal to social. This new dimension extends Hovland's persuasion theory and offers new practical insights into how the persuasive linguistic styles of live streamers may be cultivated to effectively influence viewers in travel live streaming.