Purpose

From a consumer–brand relationship (CBR) perspective, this study proposes a serial multiple mediation model to explore the pathways (e.g. cognitive, affective and hybrid) to increase online celebrity brand equity (OCBE) and follower's hotel booking intentions (FBI).

Design/methodology/approach

Paper-based and online surveys were used to collect data from 443 respondents who had been using TikTok and had followed at least one online celebrity on TikTok, while that online celebrity had reviewed one or more types of accommodation. A serial multiple mediation model was evaluated through covariance-based structural equation modeling.

Findings

The results confirmed the hybrid cognitive–affective and cognitive–affective–conative pathways among antecedents and components of OCBE and FBI.

Originality/value

From a CBR perspective, this study provides a serial multiple mediation model to increase OCBE via hybrid cognitive–affective pathways and to drive FBI via cognitive–affective–conative pathways. These sequential relationships contribute to the human branding literature by defining a mechanism of how online celebrities can efficiently attract followers, thus driving online celebrity brand loyalty and hotel booking intentions.

Research limitations/implications

The results should be validated in other cultural contexts to generalize findings and broaden the range of target respondents to include international followers and those within other nations.

中文翻译：

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增加网红品牌资产和粉丝酒店预订意愿的途径：串行多重中介模型

目的

从消费者-品牌关系（CBR）的角度来看，本研究提出了一系列多重中介模型，以探索增加网红品牌资产（OCBE）和追随者酒店预订意向（FBI）的途径（例如认知、情感和混合）。

设计/方法论/途径

采用纸质调查和在线调查收集了 443 名曾使用 TikTok 并在 TikTok 上关注过至少一位网红的受访者数据，而该网红评论了一种或多种住宿类型。通过基于协方差的结构方程模型评估了串行多重中介模型。

发现

结果证实了 OCBE 和 FBI 的前因和组成部分之间存在混合的认知-情感和认知-情感-意动路径。

原创性/价值

从 CBR 的角度来看，本研究提供了一个串行多重中介模型，通过混合认知-情感途径增加 OCBE，并通过认知-情感-意动途径驱动 FBI。这些顺序关系通过定义网红如何有效吸引追随者的机制，为人类品牌文学做出贡献，从而提高网红品牌忠诚度和酒店预订意向。

研究局限性/影响

结果应在其他文化背景下进行验证，以概括研究结果并扩大目标受访者的范围，以包括国际追随者和其他国家的追随者。