Publicação
Attractiveness of social media influencers – is it always beneficial – the role of social comparison and similarity
| Resumo: | Social media platforms became one of the most important online markets for every brand and today’s society spends an immense amount of time on social media, which can be seen as an outstanding opportunity for different business segments. Sharing any kind of traveling experience and promoting it can generate different emotional reactions, which can lead to traveling intentions. Based on this, the purpose of this paper is to discuss the importance of Instagram travel influencers and to verify how attractiveness, jealousy and self-presentation influence the intention to travel. The exploratory study was conducted in February 2021on general public, where it was obtained 200 valid responses. PLS-SEM findings indicate that there is a major influence on travel intentions, caused by attractiveness and jealousy. |
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| Autores principais: | Paunovic, Marija |
| Assunto: | Influencers Travelling Social comparison and Attractiveness |
| Ano: | 2022 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | Social media platforms became one of the most important online markets for every brand and today’s society spends an immense amount of time on social media, which can be seen as an outstanding opportunity for different business segments. Sharing any kind of traveling experience and promoting it can generate different emotional reactions, which can lead to traveling intentions. Based on this, the purpose of this paper is to discuss the importance of Instagram travel influencers and to verify how attractiveness, jealousy and self-presentation influence the intention to travel. The exploratory study was conducted in February 2021on general public, where it was obtained 200 valid responses. PLS-SEM findings indicate that there is a major influence on travel intentions, caused by attractiveness and jealousy. |
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