The impact of the source credibility of Instagram influencers on travel intention: The mediating role of parasocial interaction


YILMAZDOĞAN O. C. , Doğan R. Ş. , Altıntaş E.

Journal of Vacation Marketing, vol.27, no.3, pp.299-313, 2021 (Journal Indexed in SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 27 Issue: 3
  • Publication Date: 2021
  • Doi Number: 10.1177/1356766721995973
  • Title of Journal : Journal of Vacation Marketing
  • Page Numbers: pp.299-313
  • Keywords: Mediating role, parasocial interaction, source credibility, structural equation modeling, travel intention

Abstract

© The Author(s) 2021.The primary objective of this study is to determine the impact of the sub-dimensions of source credibility (attractiveness, trustworthiness and expertise), and its secondary objective is to investigate the mediating role of parasocial interaction the effect of the sub-dimensions of source credibility on travel intention. The study was conducted with data obtained from 379 participants and the response rate was found to be 88%. The validity and credibility of the constructs were tested through confirmatory factor analysis, while its hypotheses were tested using path analysis. It was found, as a result of the study, that the trustworthiness and expertise sub-dimensions of source credibility significantly impacted travel intention and played a significant mediating role between the trustworthiness and expertise sub-dimensions of parasocial interaction and travel intention. It is thought that the mediating role of parasocial interaction, which was not previously available in the literature, will make an important contribution to the researchers working on tourism-related marketing research in understanding the travel intention.