Impact of Social Media Influencers on Travel Decisions

Abstract

This rising importance of social media influencers regarding the promotion of brands has been witnessed during the past decade. Social media influencers related to the travel sector, equip their followers with every necessary information for creating a favorable image of travel products. The primitive goal of this research study is to identify the direct as well as the indirect efficacy of social media influencers on consumers' purchasing decisions related to travel products via information search and desire to mimic. This research is cross-sectional and utilized deductive approach. The study has implemented a quantitative technique for collecting primary data from social media users through convenience sampling. For validating the hypotheses of this dissertation some momentous tests have been run. It is found that the direct impact of social media influencers on consumers’ purchasing decisions related to travel products is found significant. However, this study failed to find the significant mediating impact of information search between social media influencers and consumers’ purchasing decisions related to travel products. Notwithstanding, the indirect efficacy of social media influencers on consumers’ purchasing decisions related to travel products via desire to mimic is found significant. This study would assist marketing managers of travel and tourism sector in designing as well as implementing expedient influencer marketing strategies to improve marketing activities of travel products.