Sosyal Medya Influencerlarına Duyulan Güvenin Satın Alma Öncesi Davranış Üzerine Etkisi: Z Kuşağı Üzerine Bir Araştırma

Abstract

This research aims to investigate and analyze the effect of trust in social media influencers on the pre-travel behavior of Generation Z. In this context, an online survey was conducted with 497 students in the Z generation who received tourism education at the university level with the convenience sampling method. In the study, the proposed research model was analyzed using PLS-SEM and the suitability of the proposed model was evaluated according to various compliance measures. As a result of the analyzes made trust in social media influencers has a positive effect on the desire to travel and the evaluation of alternatives; however, it was found that it did not have a significant effect on information search. It has been determined that the desire to travel has a positive effect on information search and information search has a positive effect on the evaluation of alternatives. Finally, while supporting the mediating role of the desire to travel in the relationship between trust in social media influencers and information search; the mediating role of information search was not supported in the relationship between trust in social media influencers and evaluation of alternatives.