Antecedents and consequences of internet celebrity endorsements: the moderation of sentiment analysis and travel video blogging
Year: 2025
Type: article
Study design: Observational Study
Abstract: Despite the growing influence of internet celebrity endorsements (ICE) in destination marketing, little is known about their antecedents, mechanisms, and boundary conditions, particularly in developing countries like Ghana. This study addresses this gap by examining how digital marketing strategies drive ICE and how ICE, in turn, enhances social media-driven destination marketing. Using a cross-sectional survey of 707 hospitality industry respondents (comprising hotel managers, social media managers and marketing staff) the study revealed that digital reviews, e-WOM, and digital content marketing predict ICE, with content marketing emerging as the strongest predictor. ICE partially mediates the relationship between these antecedents and social media destination marketing. Notably, sentiment analysis acts as a key moderator; positive sentiment amplifies the indirect effects of antecedents on destination marketing via ICE. Theoretically, this study extends ICE literature by validating its mediating effects in a developing country context and introducing sentiment analysis and travel vlogging as moderators. Practically, it highlights ICE's economic value to Ghana’s tourism sector by showing its mediating role increases social media destination marketing management outcomes when paired with positive sentiment analysis and travel vlogging, offering Ghana's tourism sector a measurable strategy for return on investment.
Source: Tourism Recreation Research
Authors: Patient Rambe, Takawira Ndofirepi
Institutions: Central University of Technology, University of South Africa
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4415436877