Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/327518 
Year of Publication: 
2024
Citation: 
[Journal:] Journal of Innovation & Knowledge (JIK) [ISSN:] 2444-569X [Volume:] 9 [Issue:] 4 [Article No.:] 100616 [Year:] 2024 [Pages:] 1-10
Publisher: 
Elsevier, Amsterdam
Abstract: 
This study investigates how the discrete emotions expressed by travel influencers on YouTube influence viewer engagement, distinguishing between macro- and micro- influencers. Using text mining and machine learning techniques, 6,061 travel-related videos were analyzed. The results indicate that high-arousal negative emotions such as anger and disgust enhance engagement for macro-influencers but reduce engagement for micro- influencers. Conversely, low-arousal negative emotions, such as fear and sadness, increase engagement levels for micro-influencers, while decreasing them for macro-influencers. Positive emotions enhance engagement, particularly among micro-influencers. These insights can inform emotional strategies in influencer marketing.
Subjects: 
Emotions
Influencer marketing
Travel
Youtube
Engagement
Text-mining
JEL: 
M30
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by-nc-nd Logo
Document Type: 
Article

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