Tourism Promotion through Vlog Advertising and Customer Engagement Behaviours of Generation Z

Amir Zaib Abbasi, Khalil Hussain, Tooba Kaleem, Mostafa Rasoolimanesh, Tareq Rasul, Ding Hooi Ting, Raouf Ahmad Rather

Research output: Contribution to journalArticlepeer-review

11 Citations (Scopus)


This study investigates the effectiveness of Vlogs as an advertising tool to promote the tourism sector in Pakistan using Ducoffe’s Advertising Value Model and stimulus-organism-response (S-O-R) framework, and its subsequent effect on Customer Engagement Behaviours (CEBs). Data were collected from generation Z and using an online and offline medium, 230 students were approached; 206 questionnaires were usable for analysis. Partial least squares–structural equation modelling (PLS-SEM) was used for model assessment. The results indicated that all the relationships are supported: informativeness, entertainment, credibility and irritation significantly influence advertising value, adverting value influences attitude towards Vlog, and finally, attitude towards Vlog significantly influences electronic word-of-mouth (eWOM), positive word-of-mouth (PWOM), customer referral, and destination visit intention. This study is the first in this domain that measures the importance of Vlog advertising value in shaping the attitude of generation Z toward Vlog destination advertising, especially in the context of Pakistan, a developing economy. The theoretical and practical implications of the findings followed by the limitations of the study and suggestions for future research directions are also discussed.
Original languageEnglish
JournalCurrent Issues in Tourism
Publication statusPublished - 19 Nov 2022


  • Vlog
  • Advertising
  • Ducoffe’s Advertising Value Model
  • Tourism
  • PLS-SEM Technique
  • CEBs Framework.


Dive into the research topics of 'Tourism Promotion through Vlog Advertising and Customer Engagement Behaviours of Generation Z'. Together they form a unique fingerprint.

Cite this