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Publicação
The Impact of Influencers’ Negative Reviews on Tourists’ Behavior
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Autores
Orientador(es)
Resumo(s)
This study aims to understand the impact of influencers’ positive and negative reviews on tourists purchasing behavior. Influencer Credibility, SMI-based Tourist Information Search, and Consumers’ Trust in Influencers were the constructs used to predict Purchase Decision. The research relies on data from a survey focused on Portuguese Millennials and Gen Zs due to their frequent use of social media and the growth of influencer marketing in Portugal. To analyze the model, a two-step method comprising measurement model and a structural model was adopted, using Smart PLS 4 to perform the analysis. The sample comprises 205 individuals aged between 18 and 42. The results demonstrate that influencer credibility significantly impacts SMI-based tourist information search, and the latter considerably impacts purchase decisions. However, consumers demonstrated their purchase decisions are not influenced by influencer credibility, and consumers’ trust in influencers was found to be insignificant in mediating influencer credibility and SMI-based tourist information search’s relationships with purchase decisions.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Social media Influencer Credibility Tourism Consumer trust Negative reviews