Advertising

Psychology

Marketing management

Social psychology

The Internet

Destinations

Business

Marketing

Political science

Tourism

Influencer marketing

Social media

Computer science

Relationship marketing

World Wide Web

Congruence (geometry)

Journal of Travel & Tourism Marketing

The prevalence of online social networks has given rise to the emergence of social media influencers (SMIs), so-called “Internet celebrities”. Celebrity endorsement, which can be an effective marketing strategy, is also popular in the tourism field. This study uses self-congruity theory, which originally refers to the congruence between consumers and brands or products, to the congruence between endorsers and potential tourists to evaluate endorsement effectiveness. Results indicate that SMI endorser–consumer congruence positively contributes to visit intentions toward the endorsed destinations as does endorser–destination congruence. Tourism marketers are advised to use SMIs when the destination images and target markets align.

Social media influencers as endorsers to promote travel destinations: an application of self-congruence theory to the Chinese Generation Y