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2024 | OriginalPaper | Chapter

9. Tourism Impact of Social Media Influencers on Entrepreneurship During COVID-19

Authors : Rosliyana Perangin-Angin, Dyuty Firoz

Published in: Tourism Entrepreneurship

Publisher: Springer Nature Switzerland

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Abstract

The strategies of social media influencers in promoting local entrepreneurs to an international audience through globally accessible YouTube videos during the COVID-19 pandemic crisis are the focus of this research. Utilizing the Elaboration Likelihood Model (ELM), this study employs a qualitative data approach with thematic content analysis derived from viewer comments on selected YouTube videos. The theoretical insights gleaned from the ELM elucidate the cognitive mechanisms underlying viewer engagement, serving as the foundation for developing persuasive strategies that balance authenticity and connectivity. In practice, leveraging the ELM enables influencers and entrepreneurs to tailor marketing efforts to effectively engage audiences, drive economic growth, and contribute to Sustainable Development Goal 8: Decent Work and Economic Growth. By highlighting the resilience and adaptability of local businesses while addressing cultural challenges through empathetic storytelling, influencers and entrepreneurs play a critical role in fostering inclusive economic development, even amidst crisis situations.

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Title: Tourism Impact of Social Media Influencers on Entrepreneurship During COVID-19
Authors: Rosliyana Perangin-Angin
Dyuty Firoz
Publisher: Springer Nature Switzerland
Book: Tourism Entrepreneurship
Print ISBN: 978-3-031-61248-0

Electronic ISBN: 978-3-031-61249-7

Copyright Year: 2024
DOI: https://doi.org/10.1007/978-3-031-61249-7_9