The Mediating Role of Parasocial Interaction in the Effect of Social Media Influencers' Source Credibility on Destination Visit Intention

Öz

Social media influencers have emerged as a powerful marketing tool that guides consumers' purchasing decisions through the trust and engagement they build with their followers. In this context, the parasocial interaction between influencers and their followers leads users to perceive influencers as genuine friends or advisors, thereby increasing trust in their recommendations and guidance, which in turn serves as a strong motivator in shaping purchasing decisions. This study, which examines the impact of perceived source credibility of social media influencers on destination visit intention and the mediating role of parasocial interaction in this effect, collected data from 535 participants through an online survey and analyzed it using SPSS and AMOS software. The research findings indicate that the perceived source credibility of social media influencers has a significant effect on both destination visit intention and parasocial interaction. Furthermore, parasocial interaction has been identified as an important factor in increasing destination visit intention. Additionally, parasocial interaction plays a partial mediating role in the relationship between credibility and visit intention. The study emphasizes the effectiveness of social media influencers as a tool in tourism marketing and highlights the importance of collaborating with credible influencers.

Anahtar Kelimeler

• Social Media Influencers
• Source Credibility
• Parasocial Interaction
• Destination Visit Intention

Sosyal Medya Fenomenlerinin Kaynak Güvenilirliğinin Destinasyon Ziyaret Niyeti Üzerindeki Etkisinde Parasosyal Etkileşimin Aracı Rolü

Öz

Sosyal medya fenomenleri, takipçileriyle kurdukları güvenilirlik ve etkileşim bağları sayesinde, tüketicilerin satın alma karar süreçlerini yönlendiren etkili birer pazarlama aracı olarak öne çıkmaktadır. Bu bağlamda, fenomenler ile takipçileri arasında gelişen parasosyal etkileşim, kullanıcıların fenomenleri gerçek birer arkadaş ya da danışman gibi algılamalarına yol açarak, onların öneri ve yönlendirmelerine olan güveni artırmakta ve satın alma kararlarını şekillendirmede güçlü bir motivasyon kaynağı oluşturmaktadır. Sosyal medya fenomenlerinin algılanan kaynak güvenilirliğinin destinasyon ziyaret niyeti üzerindeki etkisi ve bu etkide parasosyal etkileşimin aracı rolünün incelendiği bu çalışmada çevrimiçi anket yoluyla 535 katılımcıdan veri toplamış ve SPSS ile AMOS programları kullanarak analiz gerçekleştirmiştir. Araştırma bulguları, sosyal medya fenomenlerinin algılanan kaynak güvenilirliğinin destinasyon ziyaret niyeti ve parasosyal etkileşim üzerinde anlamlı bir etkisinin olduğunu göstermektedir. Parasosyal etkileşim ise destinasyon ziyaret niyetini artıran önemli bir faktör olarak tespit edilmiştir. Ayrıca, parasosyal etkileşim, güvenilirlik ile ziyaret niyeti arasındaki ilişkide kısmi aracılık rolü üstlenmektedir. Çalışma, sosyal medya fenomenlerinin turizm pazarlamasında etkili bir araç olduğunu vurgulamakta ve güvenilir fenomenlerle iş birliği yapmanın önemini ortaya koymaktadır.

Anahtar Kelimeler

• Sosyal Medya Fenomenleri
• Kaynak Güvenilirliği
• Parasosyal Etkileşim
• Destinasyon Ziyaret Niyeti

Kaynakça

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