Travel influencer advertisements: A study in Turkey

Abstract

The aim of this study is to analyze the effect of perception of social media users on travel Influencer advertisements on attitude and destination. The questionnaire used for the research was administered to 836 participants. The data obtained from these questionnaires were interpreted by using the SPSS 25.0 and Lisrel 8.80 package software. Descriptive statistics, explanatory and confirmatory factor analysis and structural equation model were used to analyze the data. At the end of the research, the perception of social media users about travel Influencer advertisements was found to have an effect on attitudes and destination. According to the results of the hypothesis obtained using structural equation modeling, these factors are interrelated.