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Attractiveness of social media influencers – is it always beneficial – the role of social comparison and similarity
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Orientador(es)
Resumo(s)
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.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM
Palavras-chave
Influencers Travelling Social comparison and Attractiveness