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

• 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

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.