Investigating the impact of food tourism vlogger entrepreneurs' language characteristics on audiences' attitude and behaviours

Hutchinson, Wei, Djafarova, Elmira, Liu, Shaofeng and Abdelrahman, Mahmoud ORCID: https://orcid.org/0000-0002-4733-4046 (2024) Investigating the impact of food tourism vlogger entrepreneurs' language characteristics on audiences' attitude and behaviours. International Journal of Entrepreneurial Behaviour and Research, 30 (2/3). pp. 735-772. ISSN 1355-2554

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Abstract

Purpose Despite entrepreneurial linguistic style gaining increased attention in entrepreneurship studies, the field for digital vlogger entrepreneurs still lacks a comprehensive understanding of how linguistic patterns enhance audiences attitude and behaviour. This study aims to propose a conceptual model of “language-mental imagery-attitude-behaviour model” that leads to the examination of rich sensory language style of food travel vlogger entrepreneurs and its persuasive effect on audiences' attitude and behavioural intention. Design/methodology/approach The present study utilises a stimulus-based survey method that involves a sensory-rich vlog script extracted from a high social media engagement authentic vlog. Data are collected through an online questionnaire distributed to a sample of 355 participants via the Amazon Turk mechanism. The study employs confirmatory factor analysis and structural equation modelling to test the proposed hypotheses, with the aim of contributing to the advancement of theories of embodied cognition in entrepreneurial language by examining the attitudes and behaviours of audiences exposed to sensory-rich language. The findings of this research provide valuable insights into the effects of sensory-rich language on audience responses and can inform future research on the role of embodied cognition in entrepreneurial communication. Findings The findings demonstrate that vlogger entrepreneurial sensory-rich linguistic communication style positively influence audiences' attitude, behavioural involvement with food and intention to taste. Visit intention will be enhanced via the mediating effects of attitude, behavioural involvement with food and intention to taste. Practical implications This research highlights the significance of sensory-rich language for vlogger entrepreneurs in entrepreneurial communication, digital storytelling and for destination marketing enterprises in creating a digital sensory engagement marketing strategy. Originality/value The study contributes to the literature by elucidating the theories of embodied cognition in entrepreneurial communication. By examining the relationships between vlogger communication evoked mental imagery, audiences attitude and behaviours, this study provides novel insights into the effectiveness of sensory-rich language in vlogger entrepreneurial communication and its impact on audience engagement. These findings have important implications for communication scholars and practitioners alike, shedding light on the role of embodied cognition in entrepreneurial language and the potential of sensory-rich language to enhance audience engagement.