News-finds-me perception moderation in TikTok sustainability communications: from the green destinations brand association’s approach

Purpose Despite the significance of sustainability communications, research is scarce on the subject, specifically on recent mediums such as TikTok, which benefits from the news-finds-me perceptions (NFMP) and bandwagon effects. This investigation examines the impacts of the bandwagon, sustainability communications and perceived environmental values on green destinations’ brand associations, as well as the NFMP moderation in the paradigm. Design/methodology/approach The study collects survey data from 463 participants in Vietnam, which was then analyzed using PLS-SEM, employing the SmartPLS 4.0 software. Findings The results indicate complicated moderate effects of NFMP, which dampen the impacts of bandwagon effects on environmental value and brand associations while strengthening the influence of sustainability communication on brand associations. Originality/value The study is the first to examine the moderation effects of NFMP in the impacts of sustainability communications and bandwagon effects on TikTok to destination brand associations.