Authentication of SMIs by Culturally Different Audiences: Investigation with Chat GPT-3 Prompt Engineering

Abstract

AbstractThis study investigates how online users from culturally different audiences authenticate social media influencers (SMIs) and their creative products which promote destination culture, traditions, and heritage. We specifically examined the theme of existential authenticity focusing on an elevated sense of being, self-reflection, personal discovery, and a sense of community. The context of the study was Chinese influencer Li Ziqi and her videos that depict domestic, day-to-day life in rural areas of the Sichuan province of China. The videos indirectly and organically promote tourism by contributing to more developed perceptions of China’s destinations, people, and the country's brand through building positive associations, which potentially can be leveraged by the DMOs in their marketing efforts.