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How Can the Celebrity Endorsement Effect Help Consumer Engagement? A Case of Promoting Tourism Products through Live Streaming
Although much research has been devoted to the study of the impact of celebrity endorsements on the effectiveness of advertising in the literature on consumer behavior, few scholars pay attention to applying this concept to explain consumer behavior in the tourism field. This research tested celebrities’ expertise, trustworthiness, and attractiveness as the antecedents of consumer trust and engagement in the tourism and hospitality context. Specifically, through the analysis of 406 valid responses collected by online questionnaire, this study makes the following conclusions. First, it provides a new perspective on the influence of celebrity effects by focusing on the live-streaming behavior of CEOs on China’s largest online travel agency (OTA) platform. Secondly, it confirms that the three dimensions of the celebrity effect (expertise, trustworthiness, and attractiveness) positively affect the three dimensions of consumer trust (ability, benevolence, and integrity). At the same time, consumer trust can also predict the three dimensions of consumer engagement (cognitive processing, affection, and activation). In addition, the three dimensions of consumer trust also play a positive mediating role between the relationship of celebrity effects and consumer engagement. That is, the celebrity effects have a positive and indirect influence on consumer engagement. Therefore, by suggesting that celebrity endorsements can create consumer trust and engagement in the OTA platform, this research expands the research framework of celebrity endorsement credibility theory.
Journal Article
A megastudy of text-based nudges encouraging patients to get vaccinated at an upcoming doctor’s appointment
Many Americans fail to get life-saving vaccines each year, and the availability of a vaccine for COVID-19 makes the challenge of encouraging vaccination more urgent than ever. We present a large field experiment (N = 47,306) testing 19 nudges delivered to patients via text message and designed to boost adoption of the influenza vaccine. Our findings suggest that text messages sent prior to a primary care visit can boost vaccination rates by an average of 5%. Overall, interventions performed better when they were 1) framed as reminders to get flu shots that were already reserved for the patient and 2) congruent with the sort of communications patients expected to receive from their healthcare provider (i.e., not surprising, casual, or interactive). The best-performing intervention in our study reminded patients twice to get their flu shot at their upcoming doctor’s appointment and indicated it was reserved for them. This successful script could be used as a template for campaigns to encourage the adoption of life-saving vaccines, including against COVID-19.
Journal Article
Towards a global DNA barcode reference library for quarantine identifications of lepidopteran stemborers, with an emphasis on sugarcane pests
Lepidopteran stemborers are among the most damaging agricultural pests worldwide, able to reduce crop yields by up to 40%. Sugarcane is the world’s most prolific crop, and several stemborer species from the families Noctuidae, Tortricidae, Crambidae and Pyralidae attack sugarcane. Australia is currently free of the most damaging stemborers, but biosecurity efforts are hampered by the difficulty in morphologically distinguishing stemborer species. Here we assess the utility of DNA barcoding in identifying stemborer pest species. We review the current state of the COI barcode sequence library for sugarcane stemborers, assembling a dataset of 1297 sequences from 64 species. Sequences were from specimens collected and identified in this study, downloaded from BOLD or requested from other authors. We performed species delimitation analyses to assess species diversity and the effectiveness of barcoding in this group. Seven species exhibited <0.03 K2P interspecific diversity, indicating that diagnostic barcoding will work well in most of the studied taxa. We identified 24 instances of identification errors in the online database, which has hampered unambiguous stemborer identification using barcodes. Instances of very high within-species diversity indicate that nuclear markers (e.g. 18S, 28S) and additional morphological data (genitalia dissection of all lineages) are needed to confirm species boundaries.
Journal Article
Planning Sustainable Community-Based Tourism in the Context of Thailand: Community, Development, and the Foresight Tools
Community-Based Tourism (CBT) has been heavily promoted in Thailand, particularly in rural communities. Tourism transforms the natural and culturally significant attractions of rural communities into consumer products. Tourism development also makes a direct connection between tourism and the community. Therefore, before starting a tourism development project, the interests of local residents need to be investigated and allowances made for their inclusion. This paper introduces foresight tools, community arts, and a community goal-setting technique for putting the authority of future tourism development in the hands of the local community, which is appropriate for tourism development in rural Thailand. This study aims to give the local community useful tools to design their own future development by helping its members develop an understanding of what tourism is and how it impacts their community. A series of inclusive workshops was used to emphasize the need to understand the opportunities and repercussions of tourism as a community, what is at stake, and how important it is to participate in development projects. This methodology was chosen to advance the community members’ ability to generate ideas about what kind of tourism products the community has the potential to develop. Furthermore, it aims to get locals to understand that tourism development is more than just getting that development started. Reaching their future goals requires continuing their tourism activities. Therefore, the two workshops we held advocated community arts and community goal-setting techniques as foresight tools to empower communities to design their future and gave support to those communities to improve the quality of their participation in tourism.
Journal Article
Potential effects of green brand legitimacy and the biospheric value of eco-friendly behavior on online food delivery: a mediation approach
Purpose
This study aims to apply legitimacy theory and self-identity theory to the online food delivery (OFD) app service and then to investigate the impact of green brand legitimacy and biospheric value orientation perceived by customers on eco-friendly behavior.
Design/methodology/approach
This study focuses on the mediating role of trust in green brands and its perceived benefits (including psychological and environmental benefits). This study involved an online survey of 445 customers who had experienced using OFD services in the past six months.
Findings
The platform's green brand legitimacy and consumer perceived biospheric value orientation positively impact trust in green brands. Trust in green products and services significantly affects customers' perceived benefits and has a positive impact on eco-friendly service using behavior. Mediating effect analysis indicated that brand legitimacy and biospheric value have a positive indirect influence on the psychological benefits of supporting green activities and utilitarian environmental benefits.
Research limitations/implications
The convenience sampling method is used, and its purely quantitative nature may limit the generalization of the research results.
Practical implications
The OFD platform should encourage online catering retailers to use more eco-friendly packages for packaging food and minimize the provision of disposable tableware. The platform manager can provide consumers with knowledge and information on lowering related environmental pollution sources when ordering food.
Originality/value
This study innovatively introduces brand legitimacy into the green consumption literature. This is an essential expansion of the content of brand legitimacy and a supplement for the research field of eco-friendly behavior.
Journal Article