Social Influence Research Articles

Cybercriminal Networks and Operational Dynamics of Business Email Compromise (BEC) Scammers: Insights from the “Black Axe” Confraternity

ABSTRACT I explored the relationship between the “Black Axe” Confraternity and cybercrime, with a particular emphasis on the structural dynamics of the Business Email Compromise (BEC) schemes. I investigated whether a conventional hierarchical system governs the membership and remuneration for BEC roles as perpetrators by interviewing an accused “leader” of the “Black Axe” affiliated cybercriminal incarcerated in a prominent Western nation. I supplemented the analysis of interview data with insights from tapped phone records monitored by a law enforcement entity. I merged Actor-network theory and Social Network theory as analytical frameworks and thematically analyzed data to produce six overarching themes: (1) The fluidity of Structure and Adaptive Roles in BEC, (2) Challenges in Visualizing Criminal Networks, (3) Globalization and Transnational Dimensions, (4) Social and Cultural Influences, (5) Internal Cybersecurity Threats and Money Laundering, and (6) Remuneration and Influences of Cryptocurrency, casting a brighter light on the topic. Unlike traditional organized crime, BEC scammers have adopted a nonhierarchical model that is flexible and fluid. I found no evidence of a rigid hierarchy dictating positions and remuneration for BEC roles. Instead, I observed that cybercriminals involved in BEC activities functioned horizontally, promoting fluidity, maneuverability, collaboration, and specialization across various facets of their illicit pursuits. I also highlighted the cross-border links BEC offenders have with other criminal actors facilitated by Black Axe organizational machinery. My research adds value to the existing body of knowledge, utilizing a unique dataset comprising direct testimonies of a high-profile BEC offender affiliated with the ‘hard–to–access,’ Black Axe gang.

The dynamics of social media influencer-driven CSR advertising: The role of sponsorship disclosure and perceived similarity

ABSTRACT Drawing upon the Persuasion Knowledge Model, this study investigates the boundary conditions and psychological mechanisms aimed at enhancing the effectiveness of corporate social responsibility (CSR) advertising when conveyed by social media influencers (SMI) targeting Generation Z consumers. To this end, two experiments were conducted to examine the interaction impacts of disclosure prominence (implicit vs. explicit), endorsement type (brand vs. CSR), and perceived similarity on online behavioral intentions, mediated by perceptions of manipulativeness. The findings of Study 1 revealed that implicit disclosure played a more significant role in eliciting positive behavioral intentions to SMI-CSR advertising, while the opposite results were found for SMI-brand advertising. The results of Study 2 demonstrated that explicit disclosure was less likely to generate perceived manipulativeness toward SMI-CSR ads endorsed by SMIs with low similarity. However, the level of perceived manipulativeness was similar for SMI-CSR ads by SMIs with high similarity regardless of disclosure prominence. Notably, perceived manipulativeness emerged as a significant mediator underlying these interactions in both studies. The theoretical and practical implications are also discussed.

Exploring the journey of influencers in shaping social media engagement success

This study unfolds nuanced insights into the diverse dimensions dictating the success of social media influencers. Analyzing more than 210,000 social media posts and utilizing the Heuristic-Systematic Model of Information Processing (HSM), this study explores diverse factors, including individual appearance characteristics, depth of persuasive power, and various influencer types. The findings of this study shed light on the distinct impacts of varying influencer archetypes, such as celebrities and micro-celebrities, on user engagement and reveal the nuanced moderating effects of these archetypes on the relationships intertwined with personal attributes, persuasive potency, and influencer success. The proposed model advocates that influencers who leverage more profound, systematic processing strategies, marked by detailed information analysis and conveyance, are poised to experience elevated user engagement compared to counterparts employing heuristic modalities, distinguished by practical mental shortcuts and superficial examinations. This elucidation accentuates the imperative of harmonizing heuristic and systematic methodologies for emerging influencers and brands aspiring to optimize user engagement and efficaciously mold consumer behavior. This paper encapsulates a comprehensive exploration of the dynamic landscapes of influencer marketing via the HSM prism, delivering profound insights and practical ramifications for scholars, marketers, and influencers aiming to navigate and exploit the intricate networks of influential determinants in the ever-evolving digital marketing domain.

Quantitative analysis of social influence and digital piracy contagion with differential equations on networks

Illegal file sharing of copyrighted contents through popular file sharing networks poses an enormous threat to providers of digital contents, such as, games, softwares, music and movies. Though empirical studies of network effects on piracy is a well-studied domain, the dynamics of peer effect in the context of evolving social contagion has not been enough explored using dynamical models. In this research, we methodically study the trends of online piracy with a continuous ODE approach and differential equations on graphs to have a clear comparative view. We first formulate a compartmental model to study bifurcations and thresholds mathematically. We later move on with a network-based analysis to illustrate the proliferation of online piracy dynamics with an epidemiological approach over a social network. We figure out a solution for this online piracy problem by developing awareness among individuals and introducing media campaigns, which could be a valuable factor in eradicating and controlling online piracy. Next, using degree-block approximation, network analysis has been performed to investigate the phenomena from a heterogeneous approach and to derive the threshold condition for the persistence of piracy in the population in a steady state. Considering the dual control of positive peer influence and media-driven awareness, we examine the system through realistic parameter selection to better understand the complexity of the dynamics and suggest policy implications.

Adoption and use of MOOCs by undergraduates in selected universities in Ibadan, Nigeria

This research examines the utilisation of Massive Open Online Courses (MOOCs) by university undergraduates in Ibadan, Nigeria, for digital skill development. A survey of 378 undergraduates from the University of Ibadan, Lead City University, and Dominican University is conducted. Principal Component Analysis (PCA) simplifies UTAUT variables, while regression analysis explores factors influencing MOOC usage. Results show a substantial 77.8% adoption rate of MOOCs, indicating a growing interest in online learning. Performance expectancy, effort expectancy, social influence, facilitating conditions, and internet accessibility significantly influence MOOC usage, though higher values for performance expectancy and facilitating conditions unexpectedly correspond to reduced utilisation. Demographic factors like age and gender do not significantly impact adoption. Limitations include the focus on Ibadan university students, potentially limiting generalizability, and the study’s cross-sectional nature, which may not capture long-term trends. Nonetheless, the research sheds light on digital education in Nigeria, emphasising MOOC utilisation among students. Rigorous statistical analyses and incorporating the UTAUT framework provide a robust foundation for interpretation. The results highlight prevalent MOOC usage and offer insights into adoption factors. Implications extend to educational institutions, instructors, digital literacy initiatives, and policy-making, stressing the importance of enhancing MOOC adoption for digital skill development among Nigerian university students.

Older Adults’ Adoption of Technology-Mediated Mobility Solutions: A Review and Agenda

ABSTRACT Mobility is important to older adults’ independent living. However, not all older adults’ experience mobility seamlessly; instead, they often encounter challenges in mobility. The advent of technology has led to the development of technology-mediated mobility solutions. Many studies have been conducted to examine older adults’ adoption of technology-mediated mobility solutions. Yet, no study, to date, has attempted to systematically review the progress of research in the field, thereby depriving researchers of an overview of older adults’ adoption of technology-mediated mobility solutions, which may be useful for early career researchers to gain entry insights and established researchers to gain an updated understanding of the field. To address this gap, this study systematically reviews the literature on older adults’ adoption of technology-mediated mobility solutions, encompassing the progress of research in the field, as well as the antecedents and consequences of adopting technology-mediated mobility solutions among older adults. In doing so, this study delivers seminal state-of-the-art insights on a comprehensive encapsulation of antecedents (i.e. ethical considerations, social influences, personal factors, usability elements, and environmental conditions) and consequences (i.e. quality of life) of older adults’ adoption of technology-mediated mobility solutions, as well as directions to stimulate future research in the field.

Study of Narcissism through Instagram Influencers

The use of social networking sites and especially Instagram use has grown rapidly. Saying this, anew breed of narcissism is practiced/seen in social media influencers. The new features introduced by Instagram has only facilitated Narcissism. The present study focuses on how the social media influencer affects its users and promotes traits of Narcissism and how various Instagram features like reels, story, filters have become an everyday aspect of the users.

Exploring the effects of audience and strategies used by beauty vloggers on behavioural intention towards endorsed brands

Influencer marketing has become a potent and dynamic force in the digital age, changing the face of marketing in a variety of sectors. Even though social media influencers are still important in corporate communication strategies, there are still unresolved issues concerning what exactly makes an influencer powerful and how that influence impacts the behaviour of their followers. This research investigates the role of interactional elements used by beauty vloggers on the purchase intentions of consumers. In addition to the influence of beauty vloggers, there are inherent aspects that impact consumer purchasing behaviour. The present study also examines the impact of audience characteristics in forming consumer attitudes towards beauty vloggers that result in shaping favourable consumer behaviour. The study was carried out on individuals aged 16 to 45 years, who use social platforms regularly. Data obtained from 367 respondents from North India was analysed using structural equation modelling with the SmartPLS software. The outcome of the study demonstrates that interactional elements used by beauty vloggers impact the behaviour of consumers. The results also showed that perceived influence serves as a partial mediator in the relationship between interactional elements and consumers’ purchase intention. Moreover, findings indicate that when consumers hold favourable attitudes towards beauty vloggers, the impact of self-concept and personality congruence enhancement on consumer behaviour is amplified, showcasing the mediating role of consumer attitude. The study’s findings offer insights that can assist industrial marketers and cosmetic company practitioners in strategically selecting influencers to boost sales.

Analyzing University Students’ Attitude and Behavior Toward AI Using the Extended Unified Theory of Acceptance and Use of Technology Model

This quantitative study using Partial Least Square Structural Equation Modeling (PLS-SEM) examined a structural model of the attitudes and behaviors of university students toward AI in higher education. The results obtained using SmartPLS 4.0 indicate that the constructs exhibit validity and reliability (λ ≥ 0.708, α=0.767-0.948, AVE=0.584-0.777, HTMT=< 3.3). Further, the analysis of the hypothesized extended Unified Theory of Acceptance and Use (UTAUT) model reveals that AI Awareness significantly impacts Attitude toward AI (β = 0.156, p = 0.003) and Behavioral Intention to Use AI (BIU) (β = 0.337, p < 0.001). AI Trust also significantly influences Attitude toward AI (β = 0.366, p < 0.001) and BIU-AI (β = 0.173, p = 0.007). Additionally, Attitude toward AI is a strong predictor of BIU-AI (β = 0.457, p < 0.001). Social Influence significantly affects Attitude toward AI (β = 0.21, p < 0.001), while Effort Expectancy and Performance Expectancy do not show significant effects in this context. The link between Facilitating Conditions and BIU-AI is also insignificant. The model explained a substantial portion of the variance in attitude (R2 =0.612) and behavior (R2 =0.710). Fit indices indicate good model fit, and predictive relevance metrics were satisfactory.

Intersections of queer, gender, and religious socialization: a critical collaborative autoethnography

As four queer counseling and counselor education scholars, we used critical collaborative autoethnography to examine socialization influences on our queer, gender, and religious identities. Analysis revealed four themes describing social-cultural socialization’s influence on identity negotiation processes: social-cultural/environmental influences; navigating inequalities, power relations, and structures; personal/internal development; and action-oriented change. Findings inform counseling, psychology, PK-12 and higher education, and an interdisciplinary understanding of intersectional identity development for queer persons in theologically conservative and gendered contexts and warrant further investigation of intersectional identity development for queer persons navigating dominant gendered, racist, and religious contexts.

The place of legal obligations in the system of social obligations

The emergence and gradual development of human society, as well as the need to regulate relations between individuals within such a society, lead to the emergence of the first elementary rules of behavior. Undoubtedly, such rules arise spontaneously in the process of living together, have an oral form of expression and are supported by early traditions and customs. Gradually, the dynamic development of society causes complications and branching of ties between its members, giving impetus to the appearance of more regulated and established rules of behavior, namely, a system of social norms. The system of social norms is created and developed throughout the history of mankind, adapting to the emergence of new needs and interests of society. That is why this system is characterized by objectivity, as it expresses the laws of the development of society, its specificity, fixing stable and repeated social connections. At the same time, it is worth taking into account the subjective factor in the formation of social norms, since they cannot arise without the participation of public consciousness. The subjective nature of social norms is determined by the possibility of individuals and social groups to realize the needs of society in establishing value guidelines for behavior and to establish them in various rules or prescriptions, having formed a certain level of legal consciousness that would correspond to the level of development of society. So, on the one hand, social norms are created by people and have a conscious-volitional character, and on the other hand, they are determined by the action of objective laws that do not depend on a person. Thus, social norms can be defined as rules of behavior of a general nature existing in society, determined by objective laws, which express the will of a certain part of the population or the entire society and are provided by various means of social influence. At the nascent stage of the system of social norms, most of it consisted of social obligations and sanctions for their non-compliance, which were determined by the system of society at that time. Social duties arise together with the appearance in human society of the germs of morality and a person's awareness of his responsibility to his family and tribe. Accordingly, with the development of humanity and the diversification of social interactions, the institution of duty was modified, acquiring new features and giving impetus to the emergence of moral, religious, and later legal duties. A legal obligation arises and develops in a close relationship with other types of social obligations, in particular - moral, religious, corporate, so we consider it expedient to compare and compare them.

Understanding covid-19 prevention behaviours: Implications for social and health marketers for the prevention of future pandemics

From the integrative perspectives of the health belief model and social influence theories, the study sought to identify factors social and health marketers should focus on to elicit voluntary change in behavior toward the performance of COVID-19 infection prevention behaviors such as frequent handwashing with soap, social distancing, and avoidance of handshaking using mixed method approach. The quantitative data from 605 respondents through structured questionnaires were analyzed using PLS-SEM. The qualitative data through five focus group discussions were also analyzed using thematic analysis. The result shows that religiosity and trust in traditional medicine are the major factors contributing to the lack of severity and susceptibility to the coronavirus. The result further shows informational and normative social influencers as significant mediators between the constructs of the HBM and the performance of the COVID-19 protocols, suggesting that these influencers play a significant role in achieving the performance of the recommended behaviors.

Consensus-building conversation leads to neural alignment

Conversation is a primary means of social influence, but its effects on brain activity remain unknown. Previous work on conversation and social influence has emphasized public compliance, largely setting private beliefs aside. Here, we show that consensus-building conversation aligns future brain activity within groups, with alignment persisting through novel experiences participants did not discuss. Participants watched ambiguous movie clips during fMRI scanning, then conversed in groups with the goal of coming to a consensus about each clip’s narrative. After conversation, participants’ brains were scanned while viewing the clips again, along with novel clips from the same movies. Groups that reached consensus showed greater similarity of brain activity after conversation. Participants perceived as having high social status spoke more and signaled disbelief in others, and their groups had unequal turn-taking and lower neural alignment. By contrast, participants with central positions in their real-world social networks encouraged others to speak, facilitating greater group neural alignment. Socially central participants were also more likely to become neurally aligned to others in their groups.

Influencer Marketing in the Digital Age: Exploring the Influence of Social Media Influencers on Consumer

Through the research we are going to discover how social media influencers do impact consumer behavior, especially that of purchasing. It brings forth the existential question of how much influential the lifestyles of social media stars have on consumer behavior as among the younger generation there is a strong tendency to copy the lifestyle of influencers. The research demonstrates information which illustrates that there is a considerable number of both male and female consumers that are mostly guided by what social media influencers recommend, with this having the highest proportion among the youth. Views of influencers influence the probability of buying products or services most likely, among female participants and individuals between 20-25 years old. The study finds that the credibility of influencers is positively related to the probability of ordering everything they advertise, especially on the young people. The effect of influencers on the buying decision is likewise inherently related to the trustworthiness of the product endorsed, showing how significant the authentic content is. The report highlights the importance for these brands to comprehend how influencer marketing works, relate it to consumer trust and purchasing behavior, so that they may effectively take advantage of this aspect of social media. Key Words: Influencer marketing, Consumer behavior, social media, Purchasing decisions, Authenticity, Brand management, Online marketing, Consumer trust.

Does social currency influence social media usage and brand experience: an empirical analysis

PurposeLoading the work on social capital theory, we have tried to check the influence of social currency (SC) on social media usage (SMU) and its subsequent impact on the brand experience (BE). The study attempted to ascertain the mediation of loyalty (LT) between the SC and SMU as well as the moderation of perceived ease of use (PEU) in the SMU and BE relationship.Design/methodology/approachThe data were collected from 384 respondents employing snowball sampling technique by administering a questionnaire on seven-point Likert scale. The respondents were the active internet users, who devote the significant part of their daily routine to social media activities. Structural equation modelling was used to study the path of the considered variables.FindingsThe result of the study strengthened the findings of earlier studies on SC dimensions. This study elaborated about the positive impact of SC on SMU, SC on LT, LT on SMU, SMU on BE. The study also found the mediating effect of LT in the SC and BE relationship. The study did not identify a moderating role of PEU in the SMU and BE relationship.Research limitations/implicationsBy taking into account SC, SMU, LT, PEU and BE, the study adds the knowledge to the social capital theory.Practical implicationsThis study aids marketers in adjusting social media strategies for the effective use of SC aimed to deliver enhanced BE. Additionally, it demonstrates the value of customer LT in the context of SC and SMU by customers.Originality/valueThis study is among the few research on the SC of the Indian user and its impact on SMU and BE. Checking the mediation of LT and the moderation of PEU in the SC context makes this study novel and different from any study conducted earlier.

The Enforcement of Political Norms

Abstract Democracies generate norms prescribing what behaviours and preferences are deemed acceptable. But what keeps these political norms in place? We expect that they are enforced by observers who disapprove of norm-breaching behaviour and are willing to apply sanctions that make it socially costly. We test this expectation with a survey in Spain, where respondents were shown pictures of individuals with different political views. We focus on norms against radical-right preferences, one of the most established political norms. In line with our expectations, individuals disapprove of radical-right preferences more than other political preferences. This makes them more likely to socially sanction those preferences, which they do mainly in indirect ways that do not force interaction with the person breaching the norm. We provide evidence on the individual-level predictors of norm enforcement. Our findings highlight the micro-level mechanisms by which social influence affects the behaviour of democratic citizens.

The Impact of Online Reviews on Consumers’ Purchase Intentions: Examining the Social Influence of Online Reviews, Group Similarity, and Self-Construal

Consumers often rely on evaluations such as online reviews shared by other consumers when making purchasing decisions. Online reviews have emerged as a crucial marketing tool that offers a distinct advantage over traditional methods by fostering trust among consumers. Previous studies have identified group similarity between consumers and reviewers as a key variable with a potential impact on consumer responses and purchase intention. However, the results remain inconclusive. In this study, we identify self-construal and group similarity as key factors in the influence of online review ratings on consumers’ purchase intentions. We further investigate the role of consumers’ self-construal in shaping consumers’ perceptions of online reviews in terms of belongingness and diagnosticity. To test the hypothesis, we conducted a 2 (online review rating) × 2 (group similarity) × 2 (self-construal) ANOVA on 276 subjects collected through Amazon Mechanical Turk (MTurk), and contrast analysis and PROCESS macro model 12 were used for the interaction effect analysis and moderated mediation analysis. Our findings reveal that consumers with an interdependent self-construal are sensitive to both review ratings and group similarity with regards to their purchase intentions. They demonstrate a positive purchase intention when both group similarity and online review ratings are high. However, their purchase intention is not influenced by review ratings when group similarity is low. Conversely, consumers with an independent self-construal exhibit a more positive purchase intention when the online review rating is high, irrespective of group similarity. Additionally, our study highlights the mediating roles of perceived diagnosticity and belongingness in the relationship between online review ratings, group similarity, self-construal, and purchase intentions. Results show significant indirect effects for perceived diagnosticity and belongingness, meaning that the impact of online review ratings on purchase intention is mediated by these two variables. The outcomes of our research offer theoretical and practical implications concerning online reviews and suggest new avenues for future research in the area of online consumer behavior.

Examining students' acceptance of the large‐scale HyFlex course: An empirical study

AbstractThe HyFlex course has been widely adopted in higher education settings. However, there is a paucity of empirical studies examining students' acceptance of large‐scale HyFlex courses, as well as factors influencing their acceptance. To fill this research gap, the present study investigated students' acceptance of a large‐scale HyFlex course and the variations in their acceptance according to different participation modes (ie, on‐site, synchronously online and mixed attendance), based on a total of 160 valid samples from a large‐scale HyFlex course at a normal university in central China during the fall semester of 2022. The results indicated that students' overall HyFlex course acceptance was generally high, and the students who alternately engaged in on‐site and synchronously online learning had the highest level of acceptance. Furthermore, this study employed structural equation modelling to validate a model integrating the unified theory of acceptance and use of technology with connected classroom climate (CCC). The findings showed that performance expectancy (PE), effort expectancy, facilitating conditions and CCC directly influenced students' acceptance, with performance expectancy having the strongest direct effect. However, social influence only had an indirect effect on students' acceptance, while CCC had both direct and indirect effects. This study carries substantial theoretical and practical implications, enhancing our understanding of students' acceptance of the HyFlex learning approach.Practitioner notesWhat is already known about this topic The adoption of the HyFlex course, especially in the context of large‐scale courses, is prevalent in higher education settings. Existing studies have predominately focused on assessing the impact of HyFlex course on student engagement and learning outcomes, the development and implementation of HyFlex course structures, and educators' perspectives and experiences with HyFlex courses. Although some research has delved into students' satisfaction with HyFlex courses, particularly in small class settings, our understanding of students' acceptance of large‐scale HyFlex course remains limited. There has been a noticeable gap in investigations exploring distinctions among students who opt for varying HyFlex course delivery modes, such as on‐site, synchronously online and mixed attendance formats. What this paper adds This study reveals that students generally displayed a high level of acceptance towards the large‐scale HyFlex course. Notably, students who participated in alternating on‐site and synchronously online learning exhibited a significantly higher level of acceptance towards the HyFlex course compared to their counterparts. A novel approach was employed in this study by integrating the UTAUT model with the concept of connected classroom climate (CCC) to comprehensively explore the key influencing factors and their interrelationships regarding students' acceptance of a large‐scale HyFlex course. The study found that performance expectancy (PE), effort expectancy (EE), facilitating conditions (FC) and CCC were all significant factors that positively influenced students' acceptance of the HyFlex course. Particularly, PE emerged as the factor with the strongest direct impact on HyFlex course acceptance (ACP). Interestingly, social influence (SI) did not exhibit a significant direct effect on students' ACP. However, it had a significant and positive indirect effect on students' ACP through the mediation of PE. Furthermore, CCC was shown to have both direct and indirect effects on students' acceptance of the HyFlex course, with the indirect effect of CCC on ACP accounted for nearly half of the total effect. Implications for practice and/or policy Instructors should prioritize emphasizing the advantages and benefits of HyFlex courses to enhance students' motivation and willingness to participate actively in these courses. This may involve showcasing how HyFlex course offer flexibility, convenience and varied learning opportunities. When implementing HyFlex courses, instructors should work to mitigate students' perceived EE. This could be achieved through streamlining course navigation, ensuring user‐friendly technology tools and providing clear guidelines for participation. Simultaneously, efforts should be made to enhance perceived learning support to facilitate students' engagement and acceptance of HyFlex courses. Instructors in HyFlex course settings should place a strong emphasis on creating a supportive and collaborative learning environment. This involves fostering interactions among students, encouraging peer‐to‐peer support and providing resources and guidance to help students navigate the challenges and opportunities presented by HyFlex course formats. Building a sense of community and connectedness among students can significantly impact their acceptance and success in such courses.

Predictors of solar water heater purchasing intention: An empirical analysis of residential behaviors in Hanoi city, Vietnam

Abstract Solar energy is a field that has grown rapidly in the world in recent years to solve the energy crisis and respond to climate change. Vietnam is a country with renewables energy potential including solar power and is pursuing net zero emissions target by 2050. This study explores factors affecting the residents' intention to buy solar water heater in Hanoi, Vietnam. We used theory of planned behaviors and technology acceptance model to build research model and hypotheses. A community survey was conducted with 450 households in 3 districts using cluster sampling method to collect information. We conducted descriptive statistical analysis, Cronbach's Alpha test, exploring factor analysis, conformity factor analysis and regression to identify and evaluate the impact of factors on solar water heater consumption intention. The results showed that there were significant factors affecting people's intention to buy solar water heater including attitude, perceived usefulness, price perception, social influence and financial support in which attitude is the most influential factor. Regarding social characteristic of respondents, we also found positively significant relationship between income, education level and intention to use solar heater. Recommendations for government and business included increasing awareness of the benefits and economic feasibility of renewable energy devices to consumers through social media, implementing financial incentives to support clean energy consumption behavior, and strengtheing the emergence of local solar evangelist groups in the communities. Future research can expand to other cities and explore more indirect factors affecting the green energy consumption behavior of Vietnamese residents.

Investigating the Impact of Instagram Travel Influencers on the Travel Intentions of Chinese Students Studying in the UK

Social media influencers (SMIs) marketing has proven to be a successful strategy in the travel industry, engaging with specific consumer target groups in a trustworthy and approachable manner. Of the many social media platforms, Instagram is the most popular with Generation Y and Z. The majority of Chinese students in the UK for higher education are Gen Z and Chinese students spend the most on travel in the UK. Therefore, the aim of this study is to investigate the impact of Instagram travel influencers on the travel intentions of Chinese students studying in the UK. This study proposed hypotheses based on the Stimulus-Organism-Response model that the quality of information generated by Instagram travel influencers, their credibility and popularity & engagement have a positive effect on the generation of follower trust, and that trust has a positive effect on travel intention. To test the hypotheses, this study collected data from Chinese Gen Y and Z students studying in the UK by means of a questionnaire. The results showed that the credibility and popularity & engagement of Instagram travel influencers had a positive effect on followers generating trust and trust had a positive effect on travel intention, while the quality of information generated by Instagram travel influencers had no effect on trust. This study contributes to the existing literature for the impacts of SMIs on international students’ travel intention and provides practical implications for travel agencies in the UK to choose propriate SMIs to promote the destinations and for travel influencers to reap benefits from the travel industry.