How social media influencers' expertise and transparency of sponsorship disclosures affect destination visit intentions

Abstract

Abstract

The use of influencer marketing has become increasingly prevalent among marketers and organizations in order to reach potential customers across a wide range of industries. This study aims to fill the gap of previous studies by investigating the effects of transparency in sponsorship disclosures and determining whether influencer expertise has a moderating effect on perceived trustworthiness and measuring the impact on destination visit intentions in the travel and tourism industry. This research uses a 2 (low transparency sponsorship disclosure vs. high transparency sponsorship disclosure) x 2 (low expertise vs. high expertise) in the form of an online experiment design conducted on social media users. This study applied a quantitative approach and a total of 227 participants completed an online questionnaire which was applied to test the framework for the study The analytical results show that high transparency has a significant effect on visit intention, however, it has a negative effect on the influencer’s perceived trustworthiness. Moreover, perceived trustworthiness from influencers significantly affects consumers’ visit intention. However, the results of the study show that there is no moderation effect for expertise in the relationship between transparency and perceived trustworthiness, nor mediation effect of perceived trustworthiness in the relationship between transparency and visit intention. This series of findings not only enrich the existing research on influencer marketing in the field of travel and tourism but also have meaningful practical implications for marketers, which they can use to boost the intention of visits and buying behavior among social media users.