From Scrolling to Social Capital: How Followers’ Behavioral Engagement Shapes Their Commitment to Travel Vloggers

Despite the growth of travel vloggers, little is known about how they cultivate sustained follower relationships. Grounded in social capital theory, this article examines how followers’ behavioral engagement with travel vloggers’ content contributes to vloggers’ social capital (trust, social interaction ties, and shared values) and followers’ vlogger commitment. Data from 527 travel vlogger followers were analyzed using consistent partial least-squares structural equation modeling (PLSc-SEM). We find that followers’ behavioral engagement enhances social capital, boosting followers’ vlogger commitment. Moreover, homophily (i.e., followers’ perceived similarity to the vlogger) amplifies the effect of behavioral engagement on their trust in and shared values with the vlogger. Conversely, heterophily (i.e., followers’ admiration of vloggers who have traits they lack and idealize or desire) only strengthens the effect of followers’ behavioral engagement on trust, indicating that followers’ aspirational dissimilarity from travel vloggers can likewise bolster trust. Consequently, both relatability and aspiration reinforce travel vloggers’ influence albeit through distinct psychological routes.