The Effects of Consumer Cognitive Dissonance on Trust and E-WOM: Social Media Influencers in Tourism and Hospitality
Abstract (150 Words)
Nowadays social media influencers (SMIs) play an important role in marketing by introducing products to their followers. Yet, scholarly research on the determining factors in consumer pre-purchase phrase, post-purchase response, especially cognitive dissonance, is still in its infancy. Guided by cognitive dissonance theory, this study proposed a theoretical model to explain how consumer involvement and source credibility of SMIs affects consumer e-WOM and trust toward the SMIs. The study is based on an administrative survey and structural equation modeling (SEM) will be employed to examine the theoretical model. The findings of the study offer a fresh theoretical and practical perspective of social media influencer marketing.
The Effects of Consumer Cognitive Dissonance on Trust and E-WOM: Social Media Influencers in Tourism and Hospitality
Nowadays social media influencers (SMIs) play an important role in marketing by introducing products to their followers. Yet, scholarly research on the determining factors in consumer pre-purchase phrase, post-purchase response, especially cognitive dissonance, is still in its infancy. Guided by cognitive dissonance theory, this study proposed a theoretical model to explain how consumer involvement and source credibility of SMIs affects consumer e-WOM and trust toward the SMIs. The study is based on an administrative survey and structural equation modeling (SEM) will be employed to examine the theoretical model. The findings of the study offer a fresh theoretical and practical perspective of social media influencer marketing.
