Research Article
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Decoding destination desires: The influence of social media on young travelers' choices through Parasocial Interaction

Year 2024, Volume: 14 Issue: 3, 1544 - 1564, 29.09.2024
https://doi.org/10.30783/nevsosbilen.1474449

Abstract

Bu çalışma, kaynak güvenilirliğinin (çekicilik, uzmanlık, güvenilirlik ve benzerlik) ve adillik (dağıtımsal bilgi, prosedürel ve kişilerarası) özelliklerinin Sosyal medya fenomenleri ve takipçileri arasındaki parasosyal ilişkilerin geliştirilmesi üzerindeki etkisini ve bu ilişkilerin Y ve Z kuşakları arasındaki destinasyon ziyaret niyetlerinin pazarlama sonuçlarına nasıl yol açtığını araştırmayı amaçlamaktadır. Kartopu örneklem metodu veri toplama metodu olarak kullanılmıştır. Toplam 204 katılımcıya ulaşılarak 204 adet anket formu doldurtulmuştur. Toplanan veriler Smart PLS kullanılarak analiz edilmiştir. Bulgular, çekiciliğin (kaynak güvenilirliğinin bir alt boyutu), dağıtımsal adaletin, prosedürel adaletin ve bilgisel adaletin, Sosyal medya fenomenleri ile Y ve Z kuşağı arasında parasosyal ilişkiler geliştirmede önemli bir etkiye sahip olduğunu ve bu parasosyal ilişkilerin, bu faktörler ile destinasyon ziyaret niyetleri arasındaki ilişkiye aracılık ettiğini göstermektedir. Ayrıca, uzmanlık, güvenilirlik, benzerlik ve bilgilendirici adillik, önceki literatürle uyumlu olmayan bir şekilde, parasosyal ilişkileri ve niyetleri etkilememektedir. Bu araştırma, destinasyon pazarlaması bağlamında destinasyon ziyaret niyetlerinin anlaşılmasına ilişkin kanıtlar sunarak turizm pazarlaması literatürüne önemli teorik ve pratik katkılar sağlamaktadır.

References

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  • Aw, E. C.-X., & Chuah, S. H.-W. (2021). “Stop the unattainable ideal for an ordinary me!” fostering parasocial relationships with social media influencers: The role of self-discrepancy. Journal of Business Research, 132, 146-157.
  • Backaler, J., & Backaler, J. (2018). Then vs. now: Influencer marketing (re-) defined. Digital Influence: Unleash the Power of Influencer Marketing to Accelerate Your Global Business, 5-18.
  • Boerman, S. C., & Van Reijmersdal, E. A. (2020). Disclosing influencer marketing on YouTube to children: The moderating role of para-social relationship. Frontiers in Psychology, 10, 3042.
  • Breves, P. L., Liebers, N., Abt, M., & Kunze, A. (2019). The perceived fit between instagram influencers and the endorsed brand: How influencer–brand fit affects source credibility and persuasive effectiveness. Journal of Advertising Research, 59(4), 440-454.
  • Brockner, J., De Cremer, D., van Dijke, M., De Schutter, L., Holtz, B., & Van Hiel, A. (2021). Factors affecting supervisors' enactment of interpersonal fairness: The interactive relationship between their managers' informational fairness and supervisors' sense of power. Journal of Organizational Behavior, 42(6), 800-813.
  • Bryman, A. (2016). Social research methods. Oxford university press.
  • Cheng, Y., Wei, W., & Zhang, L. (2020). Seeing destinations through vlogs: implications for leveraging customer engagement behavior to increase travel intention. International Journal of Contemporary Hospitality Management, 32(10), 3227-3248.
  • Childers, C. C., Lemon, L. L., & Hoy, M. G. (2019). # Sponsored# Ad: Agency perspective on influencer marketing campaigns. Journal of Current Issues & Research in Advertising, 40(3), 258-274.
  • Choi, S., Kim, I., Cha, K., Suh, Y.-K., & Kim, K.-H. (2019). Travelers’ parasocial interactions in online travel communities. Journal of Travel & Tourism Marketing, 36(8), 888-904.
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  • Gerrath, M. H., & Usrey, B. (2021). The impact of influencer motives and commonness perceptions on follower reactions toward incentivized reviews. International journal of Research in Marketing, 38(3), 531-548.
  • Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), 43-54.
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  • Henseler, J., Ringle, C. M., & Sarstedt, M. (2012). Using partial least squares path modeling in advertising research: basic concepts and recent issues. Handbook of research on international advertising, 252.
  • Horton, D., & Richard Wohl, R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. psychiatry, 19(3), 215-229.
  • Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public opinion quarterly, 15(4), 635-650.
  • Ismagilova, E., Slade, E., Rana, N. P., & Dwivedi, Y. K. (2020). The effect of characteristics of source credibility on consumer behaviour: A meta-analysis. Journal of Retailing and Consumer Services, 53, 101736.
  • Jalilvand, M. R. (2017). Word-of-mouth vs. mass media: Their contributions to destination image formation. Anatolia, 28(2), 151-162.
  • Jensen Schau, H., & Gilly, M. C. (2003). We are what we post? Self-presentation in personal web space. Journal of consumer research, 30(3), 385-404.
  • Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing intelligence & planning, 37(5), 567-579.
  • Kim, D. Y., & Kim, H.-Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134, 223-232.
  • Leite, F. P., & Baptista, P. d. P. (2022). The effects of social media influencers’ self-disclosure on behavioral intentions: The role of source credibility, parasocial relationships, and brand trust. Journal of Marketing theory and Practice, 30(3), 295-311.
  • Lim, J. S., Choe, M.-J., Zhang, J., & Noh, G.-Y. (2020). The role of wishful identification, emotional engagement, and parasocial relationships in repeated viewing of live-streaming games: A social cognitive theory perspective. Computers in Human Behavior, 108, 106327.
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  • Lou, C., & Kim, H. K. (2019). Fancying the new rich and famous? Explicating the roles of influencer content, credibility, and parental mediation in adolescents’ parasocial relationship, materialism, and purchase intentions. Frontiers in Psychology, 10, 2567.
  • Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73.
  • Magno, F., Cassia, F., & Bruni, A. (2017). Adoption and impact of marketing performance assessment systems among travel agencies. International Journal of Contemporary Hospitality Management. Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174, 121246.
  • Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.
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  • Pop, R.-A., Săplăcan, Z., Dabija, D.-C., & Alt, M.-A. (2022). The impact of social media influencers on travel decisions: The role of trust in consumer decision journey. Current issues in Tourism, 25(5), 823-843.
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Decoding Destination Desires: The Influence of Social Media on Young Travelers' Choices Through Parasocial Interaction

Year 2024, Volume: 14 Issue: 3, 1544 - 1564, 29.09.2024
https://doi.org/10.30783/nevsosbilen.1474449

Abstract

This study aims to explore the influence of source credibility (attractiveness, expertise, trustworthiness, and similarity) and fairness (distributive information, procedural, and interpersonal) on developing parasocial relationships between SMIs and their followers, and how these relationships lead to the marketing outcome of destination visit intentions between generation Y and Z. This study utilized a quantitative research method, specifically the self-administered questionnaire technique. The collected data was analysed using Smart PLS. The findings indicate that attractiveness (a sub-dimension of source credibility), distributive fairness, procedural fairness, and informational fairness have a significant influence on developing parasocial relationships between SMIs and generation Y and Z. Additionally, these parasocial relationships mediate the relationship between these factors and destination visit intentions. Furthermore, expertise, trustworthiness, similarity, and informational fairness do not influence parasocial relationships and intentions, which is not in line with previous literature. This research makes significant theoretical and practical contributions to the tourism marketing literature by providing evidence in regard to understanding destination visit intentions in the context of destination marketing.

References

  • Ashraf, A., Hameed, I., & Saeed, S. A. (2023). How do social media influencers inspire consumers' purchase decisions? The mediating role of parasocial relationships. International Journal of Consumer Studies.
  • Aw, E. C.-X., & Chuah, S. H.-W. (2021). “Stop the unattainable ideal for an ordinary me!” fostering parasocial relationships with social media influencers: The role of self-discrepancy. Journal of Business Research, 132, 146-157.
  • Backaler, J., & Backaler, J. (2018). Then vs. now: Influencer marketing (re-) defined. Digital Influence: Unleash the Power of Influencer Marketing to Accelerate Your Global Business, 5-18.
  • Boerman, S. C., & Van Reijmersdal, E. A. (2020). Disclosing influencer marketing on YouTube to children: The moderating role of para-social relationship. Frontiers in Psychology, 10, 3042.
  • Breves, P. L., Liebers, N., Abt, M., & Kunze, A. (2019). The perceived fit between instagram influencers and the endorsed brand: How influencer–brand fit affects source credibility and persuasive effectiveness. Journal of Advertising Research, 59(4), 440-454.
  • Brockner, J., De Cremer, D., van Dijke, M., De Schutter, L., Holtz, B., & Van Hiel, A. (2021). Factors affecting supervisors' enactment of interpersonal fairness: The interactive relationship between their managers' informational fairness and supervisors' sense of power. Journal of Organizational Behavior, 42(6), 800-813.
  • Bryman, A. (2016). Social research methods. Oxford university press.
  • Cheng, Y., Wei, W., & Zhang, L. (2020). Seeing destinations through vlogs: implications for leveraging customer engagement behavior to increase travel intention. International Journal of Contemporary Hospitality Management, 32(10), 3227-3248.
  • Childers, C. C., Lemon, L. L., & Hoy, M. G. (2019). # Sponsored# Ad: Agency perspective on influencer marketing campaigns. Journal of Current Issues & Research in Advertising, 40(3), 258-274.
  • Choi, S., Kim, I., Cha, K., Suh, Y.-K., & Kim, K.-H. (2019). Travelers’ parasocial interactions in online travel communities. Journal of Travel & Tourism Marketing, 36(8), 888-904.
  • Choi, W.-S., Kang, S.-W., & Choi, S. B. (2022). Creativity in the South Korean Workplace: Procedural Justice, Abusive Supervision, and Competence. International journal of environmental research and public health, 19(1), 500.
  • Christou, E., & Chatzigeorgiou, C. (2020). Adoption of social media as distribution channels in tourism marketing: A qualitative analysis of consumers’ experiences. Journal of Tourism, Heritage & Services Marketing (JTHSM), 6(1), 25-32.
  • Coco, S. L., & Eckert, S. (2020). # sponsored: Consumer insights on social media influencer marketing. Public Relations Inquiry, 9(2), 177-194.
  • Cox, C., Burgess, S., Sellitto, C., & Buultjens, J. (2009). The role of user-generated content in tourists' travel planning behavior. Journal of Hospitality Marketing & Management, 18(8), 743-764.
  • Dabija, D.-C., Bejan, B. M., & Tipi, N. (2018). Generation X versus millennials communication behaviour on social media when purchasing food versus tourist services. E+ M Ekonomie a Management, 21(1), 191-205.
  • Dahanayake, P., Rajendran, D., Selvarajah, C., & Ballantyne, G. (2018). Justice and fairness in the workplace: a trajectory for managing diversity. Equality, Diversity and Inclusion: An International Journal, 37(5), 470-490.
  • Dedeoglu, B. B. (2019). Are information quality and source credibility really important for shared content on social media? The moderating role of gender. International Journal of Contemporary Hospitality Management, 31(1), 513-534.
  • Delbaere, M., Michael, B., & Phillips, B. J. (2021). Social media influencers: A route to brand engagement for their followers. Psychology & Marketing, 38(1), 101-112.
  • Dibble, J. L., Hartmann, T., & Rosaen, S. F. (2016). Parasocial interaction and parasocial relationship: Conceptual clarification and a critical assessment of measures. Human Communication Research, 42(1), 21-44.
  • Dou, X., Walden, J. A., Lee, S., & Lee, J. Y. (2012). Does source matter? Examining source effects in online product reviews. Computers in Human Behavior, 28(5), 1555-1563.
  • Ecker, U. K., & Antonio, L. M. (2021). Can you believe it? An investigation into the impact of retraction source credibility on the continued influence effect. Memory & Cognition, 49, 631-644.
  • Fang, Y.-H., & Chiu, C.-M. (2010). In justice we trust: Exploring knowledge-sharing continuance intentions in virtual communities of practice. Computers in Human Behavior, 26(2), 235-246.
  • Farivar, S., Wang, F., & Yuan, Y. (2021). Opinion leadership vs. para-social relationship: Key factors in influencer marketing. Journal of Retailing and Consumer Services, 59, 102371.
  • Femenia-Serra, F., & Gretzel, U. (2020). Influencer marketing for tourism destinations: Lessons from a mature destination. Information and Communication Technologies in Tourism 2020: Proceedings of the International Conference in Surrey, United Kingdom, January 08–10, 2020,
  • Fortin, M., Cropanzano, R., Cugueró-Escofet, N., Nadisic, T., & Van Wagoner, H. (2020). How do people judge fairness in supervisor and peer relationships? Another assessment of the dimensions of justice. Human Relations, 73(12), 1632-1663.
  • Gaenssle, S., & Budzinski, O. (2021). Stars in social media: New light through old windows? Journal of Media Business Studies, 18(2), 79-105.
  • Gerrath, M. H., & Usrey, B. (2021). The impact of influencer motives and commonness perceptions on follower reactions toward incentivized reviews. International journal of Research in Marketing, 38(3), 531-548.
  • Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), 43-54.
  • Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5-25.
  • Hair, J., Anderson, R., Babin, B., & Black, W. (2010). Multivariate data analysis: A global perspective (Vol. 7): Pearson Upper Saddle River. In: NJ.
  • Haobin Ye, B., Fong, L. H. N., & Luo, J. M. (2021). Parasocial interaction on tourism companies’ social media sites: antecedents and consequences. Current issues in Tourism, 24(8), 1093-1108.
  • Henseler, J., Ringle, C. M., & Sarstedt, M. (2012). Using partial least squares path modeling in advertising research: basic concepts and recent issues. Handbook of research on international advertising, 252.
  • Horton, D., & Richard Wohl, R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. psychiatry, 19(3), 215-229.
  • Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public opinion quarterly, 15(4), 635-650.
  • Ismagilova, E., Slade, E., Rana, N. P., & Dwivedi, Y. K. (2020). The effect of characteristics of source credibility on consumer behaviour: A meta-analysis. Journal of Retailing and Consumer Services, 53, 101736.
  • Jalilvand, M. R. (2017). Word-of-mouth vs. mass media: Their contributions to destination image formation. Anatolia, 28(2), 151-162.
  • Jensen Schau, H., & Gilly, M. C. (2003). We are what we post? Self-presentation in personal web space. Journal of consumer research, 30(3), 385-404.
  • Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing intelligence & planning, 37(5), 567-579.
  • Kim, D. Y., & Kim, H.-Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134, 223-232.
  • Leite, F. P., & Baptista, P. d. P. (2022). The effects of social media influencers’ self-disclosure on behavioral intentions: The role of source credibility, parasocial relationships, and brand trust. Journal of Marketing theory and Practice, 30(3), 295-311.
  • Lim, J. S., Choe, M.-J., Zhang, J., & Noh, G.-Y. (2020). The role of wishful identification, emotional engagement, and parasocial relationships in repeated viewing of live-streaming games: A social cognitive theory perspective. Computers in Human Behavior, 108, 106327.
  • Lim, X. J., Radzol, A., Cheah, J., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian journal of business research, 7(2), 19-36. Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism management, 29(3), 458-468.
  • Lou, C., & Kim, H. K. (2019). Fancying the new rich and famous? Explicating the roles of influencer content, credibility, and parental mediation in adolescents’ parasocial relationship, materialism, and purchase intentions. Frontiers in Psychology, 10, 2567.
  • Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73.
  • Magno, F., Cassia, F., & Bruni, A. (2017). Adoption and impact of marketing performance assessment systems among travel agencies. International Journal of Contemporary Hospitality Management. Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174, 121246.
  • Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.
  • Oliver, M. B., Bilandzic, H., Cohen, J., Ferchaud, A., Shade, D. D., Bailey, E. J., & Yang, C. (2019). A penchant for the immoral: Implications of parasocial interaction, perceived complicity, and identification on liking of anti-heroes. Human Communication Research, 45(2), 169-201.
  • Pop, R.-A., Săplăcan, Z., Dabija, D.-C., & Alt, M.-A. (2022). The impact of social media influencers on travel decisions: The role of trust in consumer decision journey. Current issues in Tourism, 25(5), 823-843.
  • Rakuten. (2019). Influencer Marketing Global Survey Consumers. https://go. rakutenmarketing.com/hubfs/docs/201920Influencer20Marketing20Report20-20Rakuten20Marketing.pdf
  • Roy, S., Dryl, W., & de Araujo Gil, L. (2021). Celebrity endorsements in destination marketing: A three country investigation. Tourism management, 83, 104213.
  • Saunders, M., Lewis, P., & Thornhill, A. (2019). Research methods for business students (8 ed.). Pearson education.
  • Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258-281.
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There are 66 citations in total.

Details

Primary Language English
Subjects Digital Marketing
Journal Section Articles
Authors

Lokman Dinc 0000-0002-8219-5248

Early Pub Date September 24, 2024
Publication Date September 29, 2024
Submission Date April 27, 2024
Acceptance Date September 16, 2024
Published in Issue Year 2024 Volume: 14 Issue: 3

Cite

APA Dinc, L. (2024). Decoding Destination Desires: The Influence of Social Media on Young Travelers’ Choices Through Parasocial Interaction. Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi, 14(3), 1544-1564. https://doi.org/10.30783/nevsosbilen.1474449