How online celebrity brand equity drive visit intentions an application of belief-desire-intention model

Abstract

Based on the Belief-Desire-Intention (BDI) Model, this study aims to examine how online celebrity brand equity influences followers' destination visit intentions, with fear of missing out (FOMO) serving as a moderator. This study targets Generation Z and Generation Alpha in Vietnam, who follow at least one online celebrity on social media platforms. Accordingly, the celebrity must have a green verification tick, a follower base of at least 100,000, and at least one trending video in destination reviews. Data collection will be carried out using a mixed-mode approach, combining both online and paper-based surveys. The model and hypotheses will be tested via partial least squares structural equation modeling (PLS-SEM). The findings offer both theoretical and practical implications for online celebrity brands and destination marketers, enhancing the effectiveness of their celebrity-based marketing strategies. This study paves the way for establishing online celebrities as human brands in destination contexts. Also, it contributes to destination literature by clarifying how online celebrity brand equity influences followers' sense of congruence, their desire to visit destinations, and ultimately, their intention to do so. Research purpose: This study aims to propose and evaluate a framework that explains how OCBE influences destination visit intentions within the Belief- Desire-Intention model. The study is the first to apply the BDI model in examining OCBE in a tourism context, providing both theoretical advancements and practical guidance for destination marketers to effectively leverage celebrity brands. Research motivation: Despite the increasingly independent influence of online celebrities over their followers in destination marketing contexts, research on the branding of online celebrities in tourism is limited. Therefore, to understand the mechanism through which online celebrities, as human brands, influence their followers, this study proposes a theoretical framework based on the Belief-Desire-Intention (BDI) model. Research design, approach, and method: This study employs a quantitative research approach. Specifically, the study conducts quantitative survey among Generation Z and Generation Alpha in Vietnam, who follow at least one online celebrity on social media platforms. This study will use Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate the proposed theoretical model and test the hypotheses. Main findings: The study results are expected to validate the positive influence of online celebrity brand equity on (1) follower-celebrity congruence and (2) follower-destination congruence. Moreover, the findings will confirm the influence of these congruence types on followers’ desire to visit destinations and subsequently their intentions to visit destinations. Additionally, the results will validate the moderating role of Fear-of-Missing-Out (FOMO) in the study context. Practical/managerial implications: This study generates practical implications for both online celebrities and destination marketing practitioners. For online celebrities, the study reveals that online celebrities with strong brand equity can elevate destination appeal simply through association. For destination marketers, the findings highlight the importance of collaborating with online celebrities who possess high brand equity and are congruent with the destination and its target tourist segments.