How social media influencers affect vacation plans: how trust factors into the decision-making process
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Abstract
Consumer behavior in the travel sector is being influenced more and more by the rise of social media influencers (SMIs). Building and sustaining fruitful, long-term connections between businesses and customers depends on trust, which is a crucial subject in influencer and travel marketing. This study focuses on assessing the role of customer journey constructs (such as desire, information search, evaluating alternatives, purchase decisions, satisfaction, and experience sharing) in mediating the relationship between SMI trust and the dimensions of customer journeys. It does this by applying customer journey theory to explain how SMI trust affects customer travel decision-making. Every stage of the travel decision-making process benefits from customer confidence in SMIs, according to the findings of an analysis of the data using Smart PLS. Additionally, every stage of the decision-making process mediates the trust impact on the subsequent stage, which has a cascading effect on the whole process and suggests ongoing SMI input. Since SMIs are a way for customers to look for information about their upcoming trip, it is recommended that tourism marketers utilize them to promote and encourage the desire to go. In addition to being a marketing tool, SMIs' credibility is a crucial component in effectively influencing travelers' choice of location.
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This work is licensed under a Creative Commons Attribution 4.0 International License.



