Acta turistica, Vol. 38 No. 1, 2026.
Izvorni znanstveni članak
https://doi.org/10.22598/at/2026.38.1.7
BEYOND INSPIRATION: UNPACKING THE ROLE OF SOCIAL MEDIA INFLUENCERS’ CREDIBILITY DIMENSIONS IN CUSTOMER JOURNEY OF TRAVELERS
Sandra HORVAT
orcid.org/0000-0002-9324-6960
; Ekonomski fakultet Sveučilišta u Zagrebu, Zagreb, Hrvatska
*
Morana FUDURIĆ
orcid.org/0000-0002-7710-5842
; Ekonomski fakultet Sveučilišta u Zagrebu, Zagreb, Hrvatska
Anđela KULAŠ
; Perutnina Ptuj - PIPO Čakovec
* Dopisni autor.
Sažetak
This study investigates the role of social media influencers across the entire traveler’s customer journey specifically examining the pre-purchase (needs recognition, information gathering and evaluation of alternatives), purchase (booking), and post-purchase (experience evaluation and information dissemination) stages. Drawing on the Source Credibility Theory, the research analyzes how three key dimensions of influencer credibility (Trustworthiness, Expertise and Attractiveness) shape customer behaviors at each stage. An online survey of 197 respondents confirmed that, while overall influencer credibility is a strong predictor across the three journey stages, the dimensions of Trustworthiness and Attractiveness emerged as the primary forces driving customer journey, significantly outweighing the direct effect of expertise. The mediation analysis revealed that influencer credibility shapes customer responses through a dynamic, stage-by-stage process in which its effects flow from pre-purchase to purchase stages before influencing post-purchase outcomes.
Ključne riječi
social media influencers; traveler’s customer journey; influencer credibility; source identity theory
Hrčak ID:
349502
URI
Datum izdavanja:
30.6.2026.
Posjeta: 0 *