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March 30, 2026Journal of Hospitality and Tourism Technology

When the match is right: how influencer–brand–follower congruence drives travel purchase behavior

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Authors

TGThilini Chathurika GamageKTKayhan TajeddiniWHWaseem Ul Hameed

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Overview

Quantitative analysis reveals congruence influences travel purchase behavior, emphasizing effective advertising strategies.

Key Points

  • To examine how influencer congruence with brands and followers affects travel purchase behavior.
  • Quantitative cross-sectional survey among 374 Sri Lankan travelers
  • Focus on Instagram travel content engagement
  • Utilization of partial least squares structural equation modeling for hypothesis testing
  • Trustworthy and attractive influencers enhance perceived authenticity
  • Perceived authenticity positively influences attitudes toward travel brands
  • Improved attitudes drive positive travel purchase behavior

Cite This Study

Gamage et al. (2026) studied this question.

synapsesocial.com/papers/69c9c51bf8fdd13afe0bd0c9https://doi.org/10.1108/jhtt-08-2025-0684
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