影响力营销
社会化媒体
旅游
心理学
社会认知理论
风险感知
款待
认知
社会化
营销
社会心理学
业务
感知
关系营销
政治学
神经科学
法学
市场营销管理
作者
Han Wei,Weifang Liu,Jiaming Xie,Shan Zhang
标识
DOI:10.1080/13683500.2022.2070457
摘要
During a crisis period, the transmission of travel information is faster than ever via social media (Wut, T. M., Xu, J. B., & Wong, S.-m. (2021). Crisis management research (1985–2020) in the hospitality and tourism industry: A review and research agenda. Tourism Management, 85, 104307). Social media influencers provide opportunities to mitigate perceived risk and rebuild travel confidence. Based on both customer socialization theory and dual-process theory of cognitive reasoning, we propose that trust would moderate the relationship between social support from social media influencers and perceived risk. The research model was tested using 738 questionnaires collected from Chinese social media users. Findings from statistical analyses have shown significant relationships among the research variables, and the moderating role of cognitive and affective trust was supported. Our findings could provide implications regarding how to utilize social media influencers wisely to mitigate perceived risk in the post-COVID-19 period.
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