"YOU POST, I TRAVEL." Bloggers' credibility, digital engagement, and travelers' behavioral intention: The mediating role of hedonic and utilitarian motivations. Issue 5 (30th December 2021) - Mainolfi, Giada
Abstract: Bloggers are becoming increasingly relevant in consumers' decisions, particularly travel decisions. This study has investigated the influence of bloggers across cultures and from different theoretical perspectives. Drawing upon source credibility, uses and gratification theory, and content engagement constructs, we propose an integrated model of bloggers' influence investigating the role of credibility, motivations and engagement in the information adoption process of travel blog readers. Results from a survey of Italian and American consumers show that blogger credibility positively influences hedonic and utilitarian motivations to read a blogger post, but it does not affect digital engagement. Further, hedonic and utilitarian motivations significantly affect blog engagement (utilitarian motivation's influence not significant in the Italian sample), which, in turn, positively influences both continued use and electronic word of mouth (eWOM). Moreover, continued use influences information adoption in both samples. The study contributes to knowledge about the interplay between source credibility, utilitarian and hedonic motivations, and engagement on consumers' intentions (i.e., information adoption, eWOM, continued use) in the context of blogging.