The digital endorser: how do virtual influencers impact destination brand engagement? / Xinying Yuan and Faiz Izwan Anuar

• Main Authors: Xinying, Yuan, Anuar, Faiz Izwan
• Format: Article
• Language: English
• Published: Faculty of Hotel & Tourism Management, Universiti Teknologi MARA 2024
• Subjects: Travel and the state. Tourism; Branding (Marketing)
• Online Access: https://ir.uitm.edu.my/id/eprint/98038/1/98038.pdf; https://ir.uitm.edu.my/id/eprint/98038/; https://www.jthca.org/
• Institution: Universiti Teknologi Mara

This research investigates the influence of virtual influencers on brand engagement and travel intentions towards Chinese tourism destinations. Utilizing the Partial Least Squares Structural Equation Modelling (PLS-SEM) methodology, we explored the extent to which content credibility and interaction...