Millennial social media users' intention to travel: the moderating role of social media influencer following behavior

Purpose Social media (SoMe) influencer marketing is a popular practice. The current study examines the interplays between SoMe influencers' source credibility, Millennial users' attitudes and intention to travel. It further investigates moderating role of following behavior on aforementioned relationships. Design/methodology/approach A total 212 useable responses were collected through an online survey. Structural equation modeling hierarchical multiple regressions employed for hypotheses testing. Findings Results indicated that credibility had significantly positive influence attitudes, which in turn was positively associated with visit endorsed destination. Moreover, both relationships strengthened followers than nonfollowers. Originality/value expanded theory use travel destinations among users. In addition, research applied self-determination fill gap literature by examining behavior.