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June 4, 2026South Asian Journal of Marketing0 citationsOpen Access

Influencer Marketing and Purchase Intention in the Tourism Industry

The role of electronic word of mouth in social media influencer marketing and purchase intention in the tourism industry

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Authors

LFLahiru FernandoARAsanga RanasinghePFP. B. D. Fernando

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Overview

Randomized trial investigates the role of influencers in enhancing purchase intention through electronic word of mouth in tourism, indicating marketing significance.

Key Points

  • This research examines the effect of social media influencer marketing on consumer purchase intention in the tourism industry, highlighting key influencer traits.
  • Analyzed a moderated model using partial least squares structural equation modelling (PLS-SEM) with a sample of 385 tourists.
  • Influencer experience, trustworthiness, and content usefulness positively affect purchase intention; attractiveness has no significant impact.

Cite This Study

Fernando et al. (2026) studied this question.

synapsesocial.com/papers/6a2117dfd499ed480b170b99https://doi.org/10.1108/sajm-07-2025-0032
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