Publicação
The Impact of Social Media Influencers on Consumer Purchase Intentions in the Travel Sector
| Resumo: | The increasing impact of social media has reshaped consumers’ actions and choices, particularly in the travel sector, where Social Media Influencers (SMIs) are key in influencing purchase decisions. This study explores how specific influencer attributes – trustworthiness, expertise, attractiveness and content quality – impact consumer decision-making, emphasizing the mediating role of perceived credibility. While previous research acknowledges the broad influence of SMIs, there is a gap in understanding how credibility is formed and its impact on consumer buying decisions. Through a quantitative approach using Partial Least Squares Structural Equation Modelling (PLS-SEM), data from 694 respondents were analyzed. The findings highlight that trustworthiness, expertise, and content quality significantly enhance perceived credibility, which, in turn, strongly influences purchase intention. However, attractiveness does not play a decisive role in shaping credibility in the travel sector, challenging existing assumptions about its importance in influencer marketing. These findings provide relevant insights for marketing professionals and tourism businesses, emphasizing the need to select influencers based on credibility-driven attributes rather than mere popularity. This research adds to the ongoing discussion regarding how social media shapes consumer preferences and buying habits. |
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| Autores principais: | Correia, Júlia Perry Vidal Pinto |
| Assunto: | Social Media Influencer Travel Influencer Purchase Intention Travel Sector SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure SDG 17 - Partnerships for the goals |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | The increasing impact of social media has reshaped consumers’ actions and choices, particularly in the travel sector, where Social Media Influencers (SMIs) are key in influencing purchase decisions. This study explores how specific influencer attributes – trustworthiness, expertise, attractiveness and content quality – impact consumer decision-making, emphasizing the mediating role of perceived credibility. While previous research acknowledges the broad influence of SMIs, there is a gap in understanding how credibility is formed and its impact on consumer buying decisions. Through a quantitative approach using Partial Least Squares Structural Equation Modelling (PLS-SEM), data from 694 respondents were analyzed. The findings highlight that trustworthiness, expertise, and content quality significantly enhance perceived credibility, which, in turn, strongly influences purchase intention. However, attractiveness does not play a decisive role in shaping credibility in the travel sector, challenging existing assumptions about its importance in influencer marketing. These findings provide relevant insights for marketing professionals and tourism businesses, emphasizing the need to select influencers based on credibility-driven attributes rather than mere popularity. This research adds to the ongoing discussion regarding how social media shapes consumer preferences and buying habits. |
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