LINKING INFLUENCER CONTENT TO FOREIGN TOURISTS' DESTINATION CHOICES IN INDIA: SOCIAL MEDIA AS A MEDIATOR

DOI: https://doie.org/10.65985/APER.2025547386

Authors:

Pawan Kumar, Shikha Rani

Keywords:

Social Media Platforms, Social Media Influencer Marketing Content and Consumer Decision-Making for Destination Choices, India.

Abstract:

Purpose/objective: The primary aim of this study is to investigate the mediating effect of social media platforms in the relationship of influencer-generated content and foreign tourists' destination choices. Design/methodology: The present study used both descriptive and exploratory in nature. Exploratory factor analysis followed by confirmatory factor analysis, multiple regression with Process MACRO and bootstrapping approaches were used for data analysis. Results/findings: The study found that Social Media Influencer Marketing Content (SMIMC) has positive effect on Consumer Decision-Making for Destination Choices (CDMDC). The impact of Social Media Influencer Marketing Content (SMIMC) on Usage of Social Media Platforms(SMP), showing a very weak relationship Usage of Social Media Platforms(SMP) has a significant effect on Consumer Decision-Making for Destination Choices (CDMDC) SMIMC affects SMP first, and then SMP affects CDMDC. The relationship It can be concluded that there is no mediating effect Usage of Social Media Platforms(SMP) in relationship of Social Media Influencer Marketing Content (SMIMC) and Consumer Decision-Making for Destination Choices (CDMDC). Practical implications: This study suggests that tourism boards should further use influencer content to attract tourists on platforms like Instagram, YouTube and Facebook where trust itself exists between influencers and their followers. The findings surely show how influencer marketing can be made different for various tourist groups by creating content that feels real and matches their dreams and experiences. Originality: This study is to investigate the mediating effect of social media platforms in the relationship of influencer-generated content and foreign tourists' destination choices.

PDF