How Travel Vlogs on YouTube Influence Consumer Behavior: A Use and Gratification Perspective and Customer Engagement

YouTube is one of the emerging technologies that impact consumer behavior. In tourism sector, travel video blogs (travel vlogs) have become increasingly popular since they are highly influential in influencing Similarly, vlogs engaging and provide consumers with destination experiences. This study determines how behavior expressed through technologies, such as on YouTube, can influence intention electronic-Word Mouth (e-WOM) By incorporating use gratification (U&G) perspective, this examines role information seeking entertainment motivational factors for watching a source satisfaction. It will, turn, lead to greater degree engagement. The current investigated emotional presence aspects videos determine To evaluate research hypothesis, we collected data from 300 respondents who had traveled after vlog. We tested hypothesis by utilizing structural equation modeling, feature Smart-PLS 3.0 software. results indicate motivations vlogs, including desire entertainment, significantly customer engagement, both emotion presence. Customers emotionally engaged perceive having high will affect their them share e-WOM. addition, provides insight into managers academics