Emotional contagion between bloggers and readers in the age of attention economy

This study examined the impact of bloggers' emotional expressions on readers' feelings and explored the potential mediating effects of readers' emotions on the relationship between emotional expressions and readers' intentions. The moderating effects of emotional impact and susceptibility on the relationship between bloggers' and readers' emotions were also analyzed. Experimental analyses were conducted for multiple groups. Bloggers' emotional expressions significantly influenced readers' emotions and travel intentions. The emotions of blog readers mediate the relationship between bloggers' emotional expressions and readers' behavioral intentions. The relationship between bloggers' emotional expressions and readers' emotions is moderated by emotional impact and susceptibility. This study provides insights into the managerial implications of social media in digital tourism marketing.