Original scientific paper

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 ; University of Zagreb Faculty of Economics & Business, Zagreb, Croatia *
Morana FUDURIĆ orcid.org/0000-0002-7710-5842 ; University of Zagreb Faculty of Economics & Business, Zagreb, Croatia
Anđela KULAŠ ; Perutnina Ptuj - PIPO Čakovec

* Corresponding author.

Abstract

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.

Keywords

social media influencers; traveler’s customer journey; influencer credibility; source identity theory

Hrčak ID:

349502

URI

https://hrcak.srce.hr/349502

Publication date:

30.6.2026.

Article data in other languages: croatian

Visits: 0 *