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How social media influencers impact travel behaviors: the effects of authenticity and social contagion in experiential consumption
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Orientador(es)
Resumo(s)
Social media significantly influenced the tourism industry since tourists nowadays share their travel experiences and recommendations with others across several platforms (e.g., Instagram). With the growth of social media use in tourism, the phenomenon of travel-related social media influencers emerged. The main goal of this research is to study influencers’ social contagion effects in the context of travel experiences and behaviors. Four studies (1 PLS-SEM, 2 experiments and 1 field observation on Instagram) were conducted with a total of 940 participants. Firstly, study 1, demonstrates that influencers’ credibility is a major attribute in influencing followers’ behavioral intentions and that social contagion is triggered by influencers’ authenticity. In study 2, we show that social contagion is not only applicable for contaminated objects, but also for experiential purchases, demonstrating that social contagion in tourism can occur even without physical contact. Study 3 reveals that, when social media influencers post more authentic content (i.e., organic posts rather than paid content), it drives to greater behavioral intentions. Finally, study 4 demonstrates that posts about experiences lead to greater purchasing intentions when compared to material posts (e.g., products). The findings extend previous research in tourism and on social contagion, indicating how travel influencers’ contagion affects experiential consumption, that can enhance authentic touristic experiences.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Authenticity Behavioral Intentions Experiential Posts Social Contagion Social Media Influencers Travel Influencers