The attitudes homophily between influencers and customers and the intention to use the brand in social media marketing within the Tourism and Hospitality Industry: the role of trust

Document Type : Original Article

Authors

1 High Institute for Tourism and Hotels,, 6th of October,, Tourism Studies Department, Giza, Egypt

2 Hotel Management, Faculty of Tourism and Hotels, Suez Canal University, Ismailia, Egypt

3 Faculty of Tourism and Hotels, October 6 University, Egypt,

4 Tourism Studies Department, Higher Institute for Tourism and Hotels (6 October), 6 October City, Egypt

Abstract

This study investigates the increasing prevalence of influencer marketing on social media. The main objectives are as follows: 1) To examine the impact of attitudes homophily on the intention to use the brand, 2) To study the influence of attitudes homophily on trust, 3) To explore the role of trust as a mediator in the relationship between attitudes homophily and the intention to use the brand, and 4) To analyze the role of trust in the intention to use the brand. A questionnaire was developed, consisting of three sections, to test these hypotheses. Data was collected from hotel guests who visited Sharm El-Sheikh and tourists from tourism and aviation companies in Cairo, Egypt. A total of 550 questionnaires were distributed to a convenient sample of tourists, resulting in 338 valid responses with a response rate of 61.5%. Smart PLS-3.0 was used to test the hypotheses. The empirical findings indicate that attitudes homophily has a positive impact on the intention to use the brand, as well as a positive influence on trust.

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