Mix and match? How multimodal cues shape affective responses in travel vlogs

Given the importance of multimodal cues in travel vlog research, the current research examines how the visual perspective can impact consumers’ visit intention through the affect transfer process while interacting with two modality cues. Study 1 reveals that actors’ perspective can enhance visit intention through the affect transfer process when background music is absent. Study 2 demonstrates that the effects of actors’ perspective on consumers’ visit intention through affect transfer can be stronger without stickers. The current research extends travel vlog research on multimodal cues and provides managerial implications for how to design effective travel vlogs.