Social Networking Site Users’ Behavioral Responses Toward Travel Destinations Promoted by Virtual Influencers: A Multiple-Model Comparison Approach
Published online on May 30, 2025
Abstract
Journal of Travel Research, Volume 65, Issue 5, Page 1382-1420, May 2026.
Virtual influencers (VIs) are a novel, increasingly popular and successful marketing tool in the digital marketing landscape, specifically in the domain of travel destination marketing. However, how social networking site (SNS) users respond to VI ...
Virtual influencers (VIs) are a novel, increasingly popular and successful marketing tool in the digital marketing landscape, specifically in the domain of travel destination marketing. However, how social networking site (SNS) users respond to VI ...