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Advisor(s)
Abstract(s)
Video advertising has been widespread through TV and, over the last 10 years, through social media. The
creation and production of video advertisements is increasing and therefore the creation of videos that are
creative and credible is relevant in communication. In tourism, the intention to visit a destination often
depends on the information that is obtained, where video ads are one of those sources of information.
Videos that include celebrities as main characters are common and influence tourists to visit destinations
they have not visited before.
Therefore, this research aimed to analyze a research model, through the SMARTPLS software, where
creativity and celebrity were conceptualized as intention to visit antecedents.
The data obtained from a sample of 231 individuals shows that advertising credibility has positive effects
on intention to visit a destination. Additionally, we found that advertising credibility depends on creativity
and celebrity trust. Thus, important contributions will be suggested.
Description
Keywords
Creativity Celebrity trust Advertising credibility Intention to visit a destination
Citation
Publisher
Springer International Publishing