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Tourism promotion through vlog advertising and customer engagement behaviours of generation Z

This study investigates the effectiveness of Vlogs as an advertising tool to promote the tourism sector in Pakistan using Ducoffe�s Advertising Value Model and stimulus-organism-response (S-O-R) framework, and its subsequent effect on customer engagement behaviours (CEBs). Data were collected from...

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Main Authors: Zaib Abbasi, A., Hussain, K., Kaleem, T., Rasoolimanesh, S.M., Rasul, T., Ting, D.H., Rather, R.A.
Format: Article
Published: Routledge 2022
Online Access:http://scholars.utp.edu.my/id/eprint/33957/
https://www.scopus.com/inward/record.uri?eid=2-s2.0-85142338944&doi=10.1080%2f13683500.2022.2144156&partnerID=40&md5=c8fa1bf9384312afe26edb4c9f3bc19f
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spelling oai:scholars.utp.edu.my:339572022-12-20T03:54:11Z http://scholars.utp.edu.my/id/eprint/33957/ Tourism promotion through vlog advertising and customer engagement behaviours of generation Z Zaib Abbasi, A. Hussain, K. Kaleem, T. Rasoolimanesh, S.M. Rasul, T. Ting, D.H. Rather, R.A. This study investigates the effectiveness of Vlogs as an advertising tool to promote the tourism sector in Pakistan using Ducoffe�s Advertising Value Model and stimulus-organism-response (S-O-R) framework, and its subsequent effect on customer engagement behaviours (CEBs). Data were collected from generation Z through both the online and offline medium, 230 students were approached; 206 questionnaires were usable for analysis. Partial least squares�structural equation modelling (PLS-SEM) was used for model assessment. The results indicated that all the relationships are supported: informativeness, entertainment, credibility and irritation significantly influence advertising value; adverting value influences attitude towards Vlog; and finally, attitude towards Vlog significantly influences electronic word-of-mouth (eWOM), positive word-of-mouth (PWOM), customer referral, and destination visit intention. This study is the first in this domain that measures the importance of Vlog advertising value in shaping the attitude of generation Z toward Vlog destination advertising, especially in the context of Pakistan, a developing economy. The theoretical and practical implications of the findings, limitations of the study and suggestions for future research directions are also discussed. © 2022 Informa UK Limited, trading as Taylor & Francis Group. Routledge 2022 Article NonPeerReviewed Zaib Abbasi, A. and Hussain, K. and Kaleem, T. and Rasoolimanesh, S.M. and Rasul, T. and Ting, D.H. and Rather, R.A. (2022) Tourism promotion through vlog advertising and customer engagement behaviours of generation Z. Current Issues in Tourism. ISSN 13683500 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85142338944&doi=10.1080%2f13683500.2022.2144156&partnerID=40&md5=c8fa1bf9384312afe26edb4c9f3bc19f 10.1080/13683500.2022.2144156 10.1080/13683500.2022.2144156 10.1080/13683500.2022.2144156
institution Universiti Teknologi Petronas
building UTP Resource Centre
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Petronas
content_source UTP Institutional Repository
url_provider http://eprints.utp.edu.my/
description This study investigates the effectiveness of Vlogs as an advertising tool to promote the tourism sector in Pakistan using Ducoffe�s Advertising Value Model and stimulus-organism-response (S-O-R) framework, and its subsequent effect on customer engagement behaviours (CEBs). Data were collected from generation Z through both the online and offline medium, 230 students were approached; 206 questionnaires were usable for analysis. Partial least squares�structural equation modelling (PLS-SEM) was used for model assessment. The results indicated that all the relationships are supported: informativeness, entertainment, credibility and irritation significantly influence advertising value; adverting value influences attitude towards Vlog; and finally, attitude towards Vlog significantly influences electronic word-of-mouth (eWOM), positive word-of-mouth (PWOM), customer referral, and destination visit intention. This study is the first in this domain that measures the importance of Vlog advertising value in shaping the attitude of generation Z toward Vlog destination advertising, especially in the context of Pakistan, a developing economy. The theoretical and practical implications of the findings, limitations of the study and suggestions for future research directions are also discussed. © 2022 Informa UK Limited, trading as Taylor & Francis Group.
format Article
author Zaib Abbasi, A.
Hussain, K.
Kaleem, T.
Rasoolimanesh, S.M.
Rasul, T.
Ting, D.H.
Rather, R.A.
spellingShingle Zaib Abbasi, A.
Hussain, K.
Kaleem, T.
Rasoolimanesh, S.M.
Rasul, T.
Ting, D.H.
Rather, R.A.
Tourism promotion through vlog advertising and customer engagement behaviours of generation Z
author_facet Zaib Abbasi, A.
Hussain, K.
Kaleem, T.
Rasoolimanesh, S.M.
Rasul, T.
Ting, D.H.
Rather, R.A.
author_sort Zaib Abbasi, A.
title Tourism promotion through vlog advertising and customer engagement behaviours of generation Z
title_short Tourism promotion through vlog advertising and customer engagement behaviours of generation Z
title_full Tourism promotion through vlog advertising and customer engagement behaviours of generation Z
title_fullStr Tourism promotion through vlog advertising and customer engagement behaviours of generation Z
title_full_unstemmed Tourism promotion through vlog advertising and customer engagement behaviours of generation Z
title_sort tourism promotion through vlog advertising and customer engagement behaviours of generation z
publisher Routledge
publishDate 2022
url http://scholars.utp.edu.my/id/eprint/33957/
https://www.scopus.com/inward/record.uri?eid=2-s2.0-85142338944&doi=10.1080%2f13683500.2022.2144156&partnerID=40&md5=c8fa1bf9384312afe26edb4c9f3bc19f
_version_ 1753790759786512384
score 13.211869

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