Sage Journals: Discover world-class research

Abstract

This research aims to understand the unique aspects of social media that should be considered by a destination marketing organization (DMO) to create advertisements that attract the interests of tourists on YouTube. It examines the effectiveness of two YouTube-specific practices—native advertising and comment management. Two studies with a multi-method approach examined the effects of such practices on tourists’ perceptions regarding DMOs’ YouTube advertisements and destinations. The results showed that tourists positively perceived the advertisements and the destinations when DMOs’ YouTube advertisements were recognized as non-advertising content, and when native advertising was emphasized in the comment section of the YouTube advertisements. By delving into the necessary adaptations within the current video marketing communication framework for social media platforms, this study contributes to the field of destination advertising. Moreover, it provides practical insights into effective video advertising strategies for social media platforms that DMOs can implement.

Keywords

comment management destination advertising destination marketing organizations native advertising YouTube

Get full access to this article

View all access options for this article.

References

Alegro

Turnšek

(2021). Striving to be different but becoming the same: Creativity and destination brands’ promotional videos. Sustainability, 13(1), 139–154. https://doi.org/10.3390/su13010139

Areni

C. S.

(2022). Automated text analyses of YouTube comments as field experiments for assessing consumer sentiment towards products and brands. Journal of Product & Brand Management, 31(5), 702–717. https://doi.org/10.1108/JPBM-01-2021-3341

Arora

Lata

(2020). YouTube channels influence on destination visit intentions: An empirical analysis on the base of information adoption model. Journal of Indian Business Research, 12(1), 23–42. https://doi.org/10.1108/JIBR-09-2019-0269

Beeton

(2005). Film-induced tourism. Channel View. https://doi.org/10.21832/9781845410162

N. C.

(2021). How emotions and issue controversy influence the diffusion of societal issues with imagined audience on Facebook. Behaviour & Information Technology, 41(6), 1245–1257. https://doi.org/10.1080/0144929X.2020.1869307

Brown

S. P.

Stayman

D. M.

(1992). Antecedents and consequences of attitude toward the ad: A meta-analysis. Journal of Consumer Research, 19(1), 34–51. https://doi.org/10.1086/209284

Byun

Jang

S. S.

(2015). Effective destination advertising: Matching effect between advertising language and destination type. Tourism Management, 50, 31–40. https://doi.org/10.1016/j.tourman.2015.01.005

Chu

S. C.

Deng

Cheng

(2020). The role of social media advertising in hospitality, tourism and travel: A literature review and research agenda. International Journal of Contemporary Hospitality Management, 32(11), 3419–3438. https://doi.org/10.1108/IJCHM-05-2020-0480

Cooper

C. A.

Nownes

A. J.

(2004). Money well spent? An experimental investigation of the effects of advertorials on citizen opinion. American Politics Research, 32(5), 546–569. https://doi.org/10.1177/1532673X04263829

10.

DeAndrea

D. C.

Carpenter

C. J.

(2018). Measuring the construct of warranting value and testing warranting theory. Communication Research, 45(8), 1193–1215. https://doi.org/10.1177/0093650216644022

11.

Dehejia

Pop-Eleches

Samii

(2021). From local to global: External validity in a fertility natural experiment. Journal of Business & Economic Statistics, 39(1), 217–243. https://doi.org/10.1080/07350015.2019.1639407

12.

Drèze

Hussherr

F. X.

(2003). Internet advertising: Is anybody watching? Journal of Interactive Marketing, 17(4), 8–23. https://doi.org/10.1002/dir.10063

13.

Ebrahimi

Hajmohammadi

Khajeheian

(2020). Place branding and moderating role of social media. Current Issues in Tourism, 23(14), 1723–1731. https://doi.org/10.1080/13683500.2019.1658725

14.

Evans

N. J.

Hoy

M. G.

Childers

C. C.

(2018). Parenting YouTube natives: The impact of pre-roll advertising and text disclosures on parental responses to sponsored child influencer videos. Journal of Advertising, 47(4), 326–346. https://doi.org/10.1080/00913367.2018.1544952

15.

Friestad

Wright

(1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of Consumer Research, 21(1), 1–31. https://doi.org/10.1086/209380

16.

Girma

L. L.

(2021, October 4). South Korea’s new tourism campaign with 161 million views online already. Skift. https://skift.com/2021/10/04/south-koreas-new-tourism-campaign-with-161-million-views-online-already/

17.

Göbel

Meyer

Ramaseshan

Bartsch

(2017). Consumer responses to covert advertising in social media. Marketing Intelligence & Planning, 35(5), 578–593. https://doi.org/10.1108/MIP-11-2016-0212

18.

Goodrich

Schiller

Galletta

(2011). Intrusiveness of online video advertising and its effects on marketing outcomes [Conference session]. ICIS 2011 Proceedings (pp. 1–10). https://aisel.aisnet.org/icis2011/proceedings/visualmedia/5

19.

Hair

J. F.

Ringle

C. M.

Sarstedt

(2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202J

20.

Halim

Hussain

Ali

R. H.

(2022). Identifying content unaware features influencing popularity of videos on YouTube: A study based on seven regions. Expert Systems with Applications, 206, Article 117836. https://doi.org/10.1016/j.eswa.2022.117836

21.

Handley

(2017, February 16). Sixty-five percent of people skip online video ads. Here’s what to do about it. CNBC. https://www.cnbc.com/2017/02/16/sixty-five-percent-of-people-skip-online-video-ads-heres-what-to-do.html

22.

Hardwick

(2022, July 27). Top 100 most visited websites by search traffic. Ahrefs. https://ahrefs.com/blog/most-visited-websites/

23.

Harms

Bijmolt

T. H.

Hoekstra

J. C.

(2017). Digital native advertising: Practitioner perspectives and a research agenda. Journal of Interactive Advertising, 17(2), 80–91. https://doi.org/10.1080/15252019.2017.1357513

24.

Henseler

Dijkstra

T. K.

Sarstedt

Ringle

C. M.

Diamantopoulos

Straub

D. W.

Ketchen

D. J.

Hair

J. F.

Hult

G. T. M.

Calantone

R. J.

(2014). Common beliefs and reality about PLS: Comments on Rönkkö and Evermann (2013). Organizational Research Methods, 17(2), 182–209. https://doi.org/10.1177/1094428114526928

25.

Jeon

Y. A.

Son

Chung

A. D.

Drumwright

M. E.

(2019). Temporal certainty and skippable in-stream commercials: Effects of ad length, timer, and skip-ad button on irritation and skipping behavior. Journal of Interactive Marketing, 47(1), 144–158. https://doi.org/10.1016/j.intmar.2019.02.005

26.

Jha

Sindhavad

Yadav

Dalvi

Siddavatam

(2023). Rating YouTube videos: An improvised and effective approach [Conference session]. Advancements in Smart Computing and Information Security: First International Conference, ASCIS 2022, Rajkot, India (pp. 169–179). https://doi.org/10.1007/978-3-031-23092-9_14

27.

Jiang

Tan

Liu

Wan

Gursoy

(2020). The impact of power on destination advertising effectiveness: The moderating role of arousal in advertising. Annals of Tourism Research, 83, Article 102926. https://doi.org/10.1016/j.annals.2020.102926

28.

Joa

C. Y.

Kim

(2018). What makes people watch online in-stream video advertisements? Journal of Interactive Advertising, 18(1), 1–14. https://doi.org/10.1080/15252019.2018.1437853

29.

Johnson

B. K.

Potocki

Veldhuis

(2019). Is that my friend or an advert? The effectiveness of instagram native advertisements posing as social posts. Journal of Computer-Mediated Communication, 24(3), 108–125. https://doi.org/10.1093/jcmc/zmz003

30.

Kaikati

A. M.

Kaikati

J. G.

(2004). Stealth marketing: How to reach consumers surreptitiously. California Management Review, 46(4), 6–22. https://doi.org/10.2307/41166272

31.

Karsay

Matthes

Fröhlich

(2020). Gender role portrayals in television advertisements: Do channel characteristics matter? Communications, 45(1), 28–52. https://doi.org/10.1515/commun-2019-2055

32.

Khan

M. L.

(2017). Social media engagement: What motivates user participation and consumption on Youtube? Computers in Human Behavior, 66, 236–247. https://doi.org/10.1016/j.chb.2016.09.024

33.

Kim

B. H.

Pasadeos

Barban

(2001). On the deceptive effectiveness of labeled and unlabeled advertorial formats. Mass Communication & Society, 4(3), 265–281. https://doi.org/10.1207/S15327825MCS0403_02

34.

Kim

H. M.

(2021). What do others’ reactions to body posting on Instagram tell us? The effects of social media comments on viewers’ body image perception. New Media & Society, 23(12), 3448–3465. https://doi.org/10.1177/1461444820956368

35.

Kim

S. H.

Huang

Kim

(2022). Exploring advertising strategy for restaurants sourcing locally: The interplay of benefit appeal and regulatory focus. Journal of Hospitality and Tourism Management, 50, 127–138. https://doi.org/10.1016/j.jhtm.2022.01.009

36.

Kim

Choi

Song

Lee

M. J.

(2019). Investigating the impact of advertising during economic shocks on firm performance in the hospitality industry. Journal of Hospitality Marketing & Management, 28(8), 1010–1031. https://doi.org/10.1080/19368623.2019.1572563

37.

King

R. A.

Racherla

Bush

V. D.

(2014). What we know and don’t know about online word-of-mouth: A review and synthesis of the literature. Journal of Interactive Marketing, 28(3), 167–183. https://doi.org/10.1016/j.intmar.2014.02.001

38.

Lee

M. J.

Chun

J. W.

(2016). Reading others’ comments and public opinion poll results on social media: Social judgment and spiral of empowerment. Computers in Human Behavior, 65, 479–487. https://doi.org/10.1016/j.chb.2016.09.007

39.

Leung

Dickinger

(2018). Does repetition help? Impact of destination promotion videos on perceived destination image and intention-to-visit change. Journal of Travel & Tourism Marketing, 35(3), i–xiv. (Retraction published online 2017, Journal of Travel & Tourism Marketing, 1–14). https://doi.org/10.1080/10548408.2017.1341361

40.

Bonyadi

Lee

(2022). A parallel decomposition approach for building design optimization. Journal of Building Engineering, 54, Article 104574. https://doi.org/10.1016/j.jobe.2022.104574

41.

Liao

M. Q.

Mak

A. K.

(2019). Comments are disabled for this video: A technological affordances approach to understanding source credibility assessment of CSR information on Youtube. Public Relations Review, 45(5), Article 101840. https://doi.org/10.1016/j.pubrev.2019.101840

42.

Lim

Chung

Weaver

P. A.

(2012). The impact of social media on destination branding: Consumer-generated videos versus destination marketer-generated videos. Journal of Vacation Marketing, 18(3), 197–206. https://doi.org/10.1177/1356766712449366

43.

Madden

Ruthven

McMenemy

(2013). A classification scheme for content analyses of Youtube video comments. Journal of Documentation, 69(5), 693–714. https://doi.org/10.1108/JD-06-2012-0078

44.

Möller

A. M.

Boukes

(2022). Satirizing the clothing industry on YouTube: How political satire and user comments jointly shape behavioral intentions. Media Psychology, 25(5), 724–739. https://doi.org/10.1080/15213269.2022.2066004

45.

Mora

J. D.

(2016). Social context and advertising effectiveness: A dynamic study. International Journal of Advertising, 35(2), 325–344. https://doi.org/10.1080/02650487.2015.1022975

46.

Mulier

Slabbinck

Vermeir

(2021). This way up: The effectiveness of mobile vertical video marketing. Journal of Interactive Marketing, 55(1), 1–15. https://doi.org/10.1016/j.intmar.2020.12.002

47.

Pfeuffer

Zhang

Huh

(2021). The effect of sponsorship disclosure in Youtube product reviews. Journal of Current Issues & Research in Advertising, 42(4), 391–410. https://doi.org/10.1080/10641734.2020.1859023

48.

Pittam

Gallois

Callan

(1990). The long-term spectrum and perceived emotion. Speech Communication, 9(3), 177–187. https://doi.org/10.1016/0167-6393(90)90055-E

49.

Podsakoff

P. M.

MacKenzie

S. B.

Lee

J. Y.

Podsakoff

N. P.

(2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879. https://doi.org/10.1037/0021-9010.88.5.879

50.

Poon

(1988). Tourism and information technologies. Annals of Tourism Research, 15(4), 531–549. https://doi.org/10.1016/0160-7383(88)90048-5

51.

Preacher

K. J.

Rucker

D. D.

Hayes

A. F.

(2007). Addressing moderated mediation hypotheses: Theory, methods, and prescriptions. Multivariate Behavioral Research, 42(1), 185–227. https://doi.org/10.1080/00273170701341316

52.

Reinikainen

Munnukka

Maity

Luoma-aho

(2020). ‘You really are a great big sister’—Parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of Marketing Management, 36(3–4), 279–298. https://doi.org/10.1080/0267257X.2019.1708781

53.

Rozendaal

Buijs

van Reijmersdal

E. A.

(2016). Strengthening children’s advertising defenses: The effects of forewarning of commercial and manipulative intent. Frontiers in Psychology, 7, Article 1186. https://doi.org/10.3389/fpsyg.2016.01186

54.

Rubin

D. B.

(2005). Causal inference using potential outcomes: Design, modeling, decisions. Journal of the American Statistical Association, 100(469), 322–331. https://doi.org/10.1198/016214504000001880

55.

Seo

Almanza

Miao

Behnke

(2015). The effect of social media comments on consumers’ responses to food safety information. Journal of Foodservice Business Research, 18(2), 111–131. https://doi.org/10.1080/15378020.2015.1029384

56.

Shakeela

Weaver

(2016). The exploratory social-mediatized gaze: Reactions of virtual tourists to an inflammatory YouTube incident. Journal of Travel Research, 55(1), 113–124. https://doi.org/10.1177/0047287514532369

57.

Shareef

M. A.

Mukerji

Dwivedi

Y. K.

Rana

N. P.

Islam

(2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46, 58–69. https://doi.org/10.1016/j.jretconser.2017.11.001

58.

Shi

Messaris

Cappella

J. N.

(2014). Effects of online comments on smokers’ perception of antismoking public service announcements. Journal of Computer-Mediated Communication, 19(4), 975–990. https://doi.org/10.1111/jcc4.12057

59.

Sojern. (2021, August 24). How travel marketers are activating digital advertising in 2021. Cision. https://www.sojern.com/reports/how-travel-marketers-are-activating-digital-advertising-in-2021

60.

Spears

Singh

S. N.

(2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53–66. https://doi.org/10.1080/10641734.2004.10505164

61.

Speck

P. S.

Elliott

M. T.

(1997). Predictors of advertising avoidance in print and broadcast media. Journal of Advertising, 26(3), 61–76. https://doi.org/10.1080/00913367.1997.10673529

62.

Statt

(2016, November 3). YouTube will let users pin comments to promote better discussions. The Verge. https://www.theverge.com/2016/11/3/13504804/youtube-pinned-comments-moderation-tools-harassment

63.

Think with Google. (2014). The 2014 traveler’s road to decision. https://storage.googleapis.com/think/docs/2014-travelers-road-to-decision_research_studies.pdf

64.

Vendemia

M. A.

Bond

R. M.

DeAndrea

D. C.

(2019). The strategic presentation of user comments affects how political messages are evaluated on social media sites: Evidence for robust effects across party lines. Computers in Human Behavior, 91, 279–289. https://doi.org/10.1016/j.chb.2018.10.007

65.

Waddell

T. F.

Sundar

S. S.

(2017). #thisshowsucks! The overpowering influence of negative social media comments on television viewers. Journal of Broadcasting & Electronic Media, 61(2), 393–409. https://doi.org/10.1080/08838151.2017.1309414

66.

Walther

J. B.

DeAndrea

Kim

Anthony

J. C.

(2010). The influence of online comments on perceptions of antimarijuana public service announcements on Youtube. Human Communication Research, 36(4), 469–492. https://doi.org/10.1111/j.1468-2958.2010.01384.x

67.

Walther

J. B.

Parks

M. R.

(2002). Cues filtered out, cues filtered in: Computer-mediated communication and relationships. In Knapp

M. L.

Daly

J. A.

(Eds.), Handbook of interpersonal communication (3rd ed., pp. 529–563). Sage.

68.

Walther

J. B.

Van Der Heide

Hamel

L. M.

Shulman

H. C.

(2009). Self-generated versus other-generated statements and impressions in computer-mediated communication: A test of warranting theory using Facebook. Communication Research, 36(2), 229–253. https://doi.org/10.1177/0093650208330251

69.

Whittle

Xue

(2018). Native advertising on TV: Effects of ad format and media context. Online Journal of Communication and Media Technologies, 8(3), 203–214. https://doi.org/10.12973/ojcmt/2651

70.

Wojdynski

B. W.

Evans

N. J.

(2020). The covert advertising recognition and effects (CARE) model: Processes of persuasion in native advertising and other masked formats. International Journal of Advertising, 39(1), 4–31. https://doi.org/10.1080/02650487.2019.1658438

71.

Yang

K. C.

Huang

C. H.

Yang

S. Y.

(2017). Consumer attitudes toward online video advertisement: Youtube as a platform. Kybernetes, 46(5), 840–853. https://doi.org/10.1108/K-03-2016-0038

72.

Yoon

S. H.

Lee

S. H.

(2022). What likeability attributes attract people to watch online video advertisements? Electronics, 11(13), Article 1960. https://doi.org/10.3390/electronics11131960

Destination Advertising on YouTube: Effects of Native Advertising and Comment Management on Tourist Perception

Abstract

Keywords

Get full access to this article

References