Millennial social media users' intention to travel: the moderating role of social media influencer following behavior

Joyce Han,Han Chen

doi:10.1108/ihr-11-2020-0069

Abstract

PurposeSocial media (SoMe) influencer marketing is a popular practice. The current study examines the interplays between SoMe influencers' source credibility, Millennial users' attitudes and intention to travel. It further investigates the moderating role of SoMe influencer following behavior on the aforementioned relationships.Design/methodology/approachA total of 212 useable responses were collected through an online survey. Structural equation modeling and hierarchical multiple regressions were employed for hypotheses testing.FindingsResults indicated that source credibility had a significantly positive influence on the SoMe users' attitudes, which in turn was positively associated with the intention to visit the endorsed destination. Moreover, both relationships were strengthened for SoMe influencer followers than for nonfollowers.Originality/valueThe study expanded the source credibility theory to the use of SoMe influencer marketing on travel destinations among Millennial SoMe users. In addition, the research applied the self-determination theory to fill the gap in literature by examining the moderating role of SoMe influencer following behavior.

Highlights

With 3.5bn active social media (SoMe) users worldwide, spanning from major networking apps such as Twitter, Instagram, Facebook and Snapchat, SoMe is continuously increasing its power in marketing brands and influencing consumer behavior (Mohsin, 2020; Smart Insights, 2018)
The results showed that source credibility is positively related to SoMe users’ attitudes toward influencer marketing (0.62, p < 0.01), suggesting that the more credible SoMe influencers’
The results show that there is a significantly positive relationship between source credibility and Millennial SoMe users’ attitudes toward influencers’ posts, which is consistent with the source credibility theory that people are more likely to be persuaded when the source presents itself as credible and people tend to have respect and readily accept the words of communicators with high level of source credibility (Hovland et al, 1953; McCroskey et al, 1974)

Summary

Introduction

With 3.5bn active social media (SoMe) users worldwide, spanning from major networking apps such as Twitter, Instagram, Facebook and Snapchat, SoMe is continuously increasing its power in marketing brands and influencing consumer behavior (Mohsin, 2020; Smart Insights, 2018). SoMe is changing the behavioral intentions and decision-making process in purchasing products and the ways tourists gather information, decide where to travel and share their experiences (Xiang and Gretzel, 2010). Previous research suggests that destination marketing organizations (DMOs) can benefit from using SoMe platforms as a destination marketing tool (Hays et al, 2013; Lange-Faria and Elliot, 2012). With recognizing SoMe as a means of socializing with others, DMOs can streamline authentic travel information and build their brand through direct interaction with the consumer (Lange-Faria and Elliot, 2012).

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