Interaction effects of virtual influencers and advertising appeals on the intention to visit a tourist destination
Journal of Vacation Marketing: An International Journal for the Tourism and Hospitality Industries
Published online on May 23, 2026
Abstract
Journal of Vacation Marketing, Volume 32, Issue 3, Page 745-762, July 2026.
Four experimental studies were hereby conducted to explore the interaction effects between virtual influencer type (human-like vs. cartoon-like) and advertising appeal type (competence vs. warmth) on consumers’ visit intention. Findings revealed that ...
Four experimental studies were hereby conducted to explore the interaction effects between virtual influencer type (human-like vs. cartoon-like) and advertising appeal type (competence vs. warmth) on consumers’ visit intention. Findings revealed that ...