Show simple item record

AdvisorSharif, Khurram, J,
AuthorGEORGE, SRUTHIKA LIZA
Available date2020-02-04T09:48:24Z
Publication Date2020-01
URIhttp://hdl.handle.net/10576/12643
AbstractThe main objective of this study is to understand the qualities of social media influencers, in the travel and tourism industry, which generate trust in the followers, thereby having an impact on the followers’ intention to visit a destination promoted/recommended by the SMIs. The characteristics identified are Quality of Information provided by SMIs, Attractiveness of their Content on social media platforms, Credibility of SMIs, Authenticity of SMIs and Popularity of SMIs and the Engagement with their followers. Additionally, the study also investigates the effect of Trust on the individual’s intention to visit a destination. The results revealed that out of the five characteristics, Quality of Information was shown to have no impact on the trust generated whereas other factors had a significant positive impact on Trust. Furthermore, Trust had a significant positive impact on the follower’s intention to visit the destination promoted by the SMIs.
Languageen
SubjectSocial Media Influencers
Quality of Information
Attractiveness of Content
Credibility
Authenticity
Popularity
Engagement
Trust
Intention to Visit
TitleUsing Social Media Influencers to Promote Qatar as a Tourist Destination
TypeProfessional Masters Project
DepartmentBusiness Administration
dc.accessType Open Access


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record