Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Business
An Analysis Of The Impact Of An Influencer's Perceived Trustworthiness And Content Quality On Their Follower's Travel Intent, Josh C. Mcnair
An Analysis Of The Impact Of An Influencer's Perceived Trustworthiness And Content Quality On Their Follower's Travel Intent, Josh C. Mcnair
Doctor of Business Administration (DBA)
Influencer marketing is quickly becoming an essential aspect of a company's online and social media strategy. This research examines the field of influencer marketing by conducting a quantitative study that researches the impact of two influencer attributes, trust and content quality, and how they affect the travel intentions of a follower. The study was conducted directly by an influencer on their followers, and the analysis showed that trust and content quality impact the travel intentions of followers. This work is important as the travel industry is still recovering from the Covid-19 pandemic. It provides a better understanding of how companies, …