VIETNAM NATIONAL UNIVERSITY, HANOI INTERNATIONAL SCHOOL GRADUATION PROJECT THE INFLUENCE OF SOCIAL MEDIA INFLUENCERS ON TRAVEL DECISIONS: THE ROLE OF TRUST IN THE DECISION JOURNEY OF STUDENTS IN VIETNAM PHAN BUI ANH QUAN Hanoi - Year 2024 VIETNAM NATIONAL UNIVERSITY, HANOI INTERNATIONAL SCHOOL GRADUATION PROJECT THE INFLUENCE OF SOCIAL MEDIA INFLUENCERS ON TRAVEL DECISIONS: THE ROLE OF TRUST IN THE DECISION JOURNEY OF STUDENTS IN VIETNAM SUPERVISOR: Bui My Trinh (Ph.) STUDENT: Phan Bui Anh Quan STUDENT ID: 20073011 COHORT: IB2020D SUBJECT CODE: INS401101 MAJOR: INTERNATIONAL BUSINESS Hanoi – Year 2024 ABSTRACT This study explores the influence of social media influencers (SMIs) on the travel decisions of Vietnamese students, focusing on the role of trust. Through a survey of 132 university students, the research finds that trust in SMIs significantly positive impacts various stages of the travel decision-making process, including desire, information search, evaluation of alternatives, purchase decision, satisfaction, and experience sharing. The findings suggest that collaboration with credible SMIs and authentic content is essential for effective tourism marketing. This study offers insights into enhancing marketing strategies and tourism management in Vietnam.
Keywords: Social media (SM); Social media influencer (SMI); Influencer Marketing (IM); Trust; Customer journey; Travel decision I. TABLES OF CONTENTS ABSTRACT. 3 LIST OF FIGURES. 5 LIST OF TABLES.
The Evolution of Social Media Influencers (SMIs). Trust and Credibility in Influencer Marketing. Customer Journey in Tourism. The Role of SMIs.
Trust in social media influencers. Proposed model and hypothesis development. The role of SMIs in pre-purchasing. The role of SMIs in actual purchasing.
The role of SMIs in the post - Purchase phrase. Sampling method and sampling size. RESULTS AND DISCUSSIONS. Results of hypothesis:.
Evaluation of PLS SEM measurement model:. Tests of mediating effect. 48 4 LIST OF FIGURES Figure II. Travel Social Media Influencers followed.
The Structural Model. Structural Model with Mediating Effect. 35 LIST OF TABLES Table III. Demographic characteristics of the respondents.
Reliability and validity of the constructs. Structural estimates of the model. Variance of inflation factor (VIF). R Square and R square adjusted.
The mediating role of DS, IS, EA, PD, SF on the SMIs trust effect. INTRODUCTION In this age of modern technologies, social media are being identified as a substantial tool for the student in Vietnam to get acquainted with and benefit from the extensive travel information that is available. The widespread influence of social media has made it easier than ever to absorb insights and experiences from various destinations (Luo & Zhong, 2015; Lin & Huang, 2006; Usui, 2018). The rise of social media influencers (SMIs) has added diversity to the context, impacting students’ travel decisions (Cox & Buultjens, 2009).
SMI is described as "a new type of independent third-party endorser who alter audience attitudes through TikTok, Reels, and the use of other social media" (Freberg & Freberg, 2011). Social media influence as a new source of information for travel planning of tourists is a crucial factor for searching for consumer's buying intention regarding tourism goods and the content material coming from SMI. However, the extent to which trust influences decision-making processes remains uncertain. Against this backdrop, exploring “The Influence of Social Media Influencers on Travel Decisions: The Role of Trust in the Decision-Making Journey of Students in Vietnam” becomes imperative.
This research endeavor aims to illuminate how Vietnamese students integrate advice from SMIs into their travel decision-making processes. The interaction between these variables will be examined to clarify how influencers shape students' travel choices and the pivotal role of trust therein. While numerous studies have assessed the impact of SMIs on travel decisions, there is a dearth of research focusing on this phenomenon within the Vietnamese context. Therefore, this study aims to fill this gap by investigating the influence of SMIs on the travel decisions of students in Vietnam.
Through comprehensive tracking and analysis of university students’ interactions on social media platforms that affect consumer behavior, this study strives to provide a thorough understanding of how the online environment shapes students’ travel plans (Dabija & Tipi, 2018; Fotis & Rossides, 2012; Guerreiro & Guerreiro, 2019; Hudson & Thal, 2013). Ultimately, the findings of this research hope to offer insights and enhance marketing strategies and tourism management in Vietnam. 6 This research introduces a model grounded in customer journey theory. This model is designed to examine the direct impact of trust in social media influencers (SMIs) on each phase of the travel decision-making process (including desire, information search, evaluation of alternatives, purchase decisions, satisfaction, and experience sharing).
Furthermore, an analysis will be performed to evaluate how each stage of the journey mediates the influence of SMI trust on the subsequent phase. By comprehending this intricate behavioral process, which includes both direct and indirect relationships, this study seeks to advance the understanding of customer journey theory and provide valuable insights for the practices of Destination Marketing Organizations (DMOs). Motivation to Do This Research: The motivation behind this research stems from the growing reliance on social media for travel planning, especially among younger generations. Understanding the impact of SMIs is crucial for developing effective tourism marketing strategies in Vietnam.
Research Question: How does SMI trust affect the travel decision-making process of Vietnamese students? Research Objectives: To examine the influence of SMI trust on the travel decisions of Vietnamese students. To identify the key factors that influence travel decisions at different stages of the decision journey. To evaluate the role of SMI trust in pre-purchase, purchase, and post-purchase phases of the travel decision-making process. Through comprehensive tracking and analysis of university students’ interactions on social media platforms, this study strives to provide a thorough understanding of how the online environment shapes students’ travel plans.
Ultimately, the findings aim to offer insights to enhance marketing strategies and tourism management in Vietnam. Structure of the research: 7 The structure of our research is as follows: Section 2 offers a literature review on customer journey theory in tourism and explores the theoretical background of SMIs’ role in tourism and trust concepts. Section 3 outlines the research model and hypothesis development. Section 4 details the research methodology, while Section 5 presents the research findings and discussion.
Finally, Section 6 discusses the theoretical and managerial implications, limitations, and future research directions. The Evolution of Social Media Influencers (SMIs) The concept of Social Media Influencers (SMIs) has undergone a substantial transformation over the past decade, reflecting the dynamic evolution of digital platforms and consumer behaviors. Initially, the influencer landscape was dominated by traditional celebrities and public figures who leveraged their widespread fame to endorse products and services through traditional media channels such as television, radio, and print advertisements (Freberg & Freberg, 2011). However, with the advent of social media platforms like Instagram, YouTube, and TikTok, a new breed of influencers emerged, reshaping the marketing paradigm.
This new generation of influencers began as ordinary social media users who amassed large followings through their engaging content, authentic interactions, and relatable personas (Sokolova & Kefi, 2020). Unlike traditional celebrities, these influencers were often more accessible and relatable to their audiences, fostering a sense of community and trust. The rise of micro-influencers, individuals with smaller but highly engaged followings, marked a significant shift in the influencer marketing paradigm (Abidin, 2016). Micro-influencers typically have niche audiences but boast higher engagement rates and stronger connections with their followers compared to their celebrity counterparts.
The growth of social media platforms provided these influencers with easy-to-use tools for content creation and distribution, allowing them to share their lives, experiences, and recommendations more intimately and effectively (Kapitan & Silvera, 2016). Platforms like Instagram and TikTok catalyzed this evolution by emphasizing visual and video content, which proved to be highly engaging for users. Studies have shown that these platforms have been instrumental in transforming ordinary users into influential figures whose opinions significantly impact consumer behavior (Lou & Yuan, 2019). As the influencer landscape continued to diversify, the emergence of nano-influencers further exemplified the trend towards more personalized and authentic content.
Nano-influencers, who have even smaller followings than micro-influencers, often enjoy incredibly high engagement rates (Jin & Ryu, 2019). Brands began to recognize the value of collaborating with influencers across the spectrum from nano to mega-influencers depending on their specific marketing objectives and target demographics (Martínez-López & Miles, 2020). The 9 dynamic nature of social media ensures that the role and influence of SMIs will continue to evolve, adapting to new technologies and shifting consumer preferences (Enke & Borchers, 2019). The evolution of SMIs highlights the increasing demand for authenticity and relatability in marketing, as consumers are more likely to trust and act on recommendations from influencers who they perceive as genuine and credible (Veirman & Hudders, 2017).
This evolution reflects a broader trend towards personalized marketing, where the focus is on building trust and fostering long-term relationships with consumers (Schouten & Verspaget, 2020). The evolution of Social Media Influencers from traditional celebrities to micro and nano-influencers signifies a significant shift in marketing strategies. The increasing importance of authenticity, engagement, and niche targeting has redefined the influencer marketing landscape, making it a crucial component of modern digital marketing strategies. As social media platforms continue to evolve, so too will the role and impact of SMIs, further shaping consumer behavior and brand-consumer relationships.
Trust and Credibility in Influencer Marketing Trust and credibility are pivotal components in the effectiveness of influencer marketing. The relationship between an influencer and their followers is built on perceived authenticity and reliability. Influencers who consistently share genuine, non-sponsored content tend to build stronger trust with their audience. This trust translates into greater influence over followers' purchasing decisions.
Research indicates that trust in influencers is significantly influenced by the perceived similarity between the influencer and the follower, the authenticity of the influencer's content, and the frequency of their interactions (Xiao & Chan-Olmsted, 2018). Influencers who share personal stories and transparent reviews are seen as more trustworthy compared to those who predominantly post sponsored content. The credibility of an influencer also plays a crucial role in shaping consumer attitudes and behaviors. Credibility encompasses both the expertise and trustworthiness of the influencer.
Consumers are more likely to be persuaded by influencers who are perceived as knowledgeable and sincere. The endorsement from such credible influencers is seen as more authentic and reliable, leading to higher consumer trust and greater impact on purchase intentions (Martínez-López & Miles, 2020). However, the trustworthiness of influencers can be undermined by overt 10 commercialization. Excessive sponsored posts and lack of transparency regarding paid partnerships can erode followers' trust.
Studies have shown that when followers perceive an influencer to be motivated primarily by financial gain, their trust diminishes, negatively affecting the influencer's impact (Singh & Xue, 2020). Brands and influencers must navigate these challenges by maintaining a balance between sponsored content and genuine, organic posts. Transparency about paid partnerships, consistent engagement with followers, and maintaining authenticity are essential strategies for preserving trust and credibility in influencer marketing (Hudders & De Veirman, 2020). Trust in SMIs is not only a critical factor for influencing consumer behavior but also for enhancing brand loyalty and long-term engagement.
The perceived trustworthiness of an influencer significantly impacts the effectiveness of their endorsements, particularly in the travel industry. For instance, travelers often rely on the recommendations of influencers when choosing destinations, accommodations, and travel services. This reliance is driven by the trust that followers place in the influencers' opinions and experiences (Femenia-Serra & Gretzel, 2020). Furthermore, trust and credibility in influencer marketing extend beyond individual transactions.
They contribute to the overall brand perception and reputation. A positive endorsement from a trusted influencer can enhance a brand's credibility and visibility, while a negative or insincere endorsement can have detrimental effects. Therefore, building and maintaining trust with their audience is crucial for influencers to sustain their influence and effectiveness in marketing campaigns (Gretzel, 2018). In conclusion, trust and credibility are fundamental elements in the realm of influencer marketing.