Social Networking Site Users’ Behavioral Responses Toward Travel Destinations Promoted by Virtual Influencers: A Multiple-Model Comparison Approach

Ahmed Asheq, Rajibul Hasan () and Joseph Coughlan
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Ahmed Asheq: Maynooth University - National University of Ireland Maynooth
Rajibul Hasan: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Joseph Coughlan: Maynooth University - National University of Ireland Maynooth

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Abstract: Virtual influencers (VIs) are a novel, increasingly popular and successful marketing tool in the digital marketing landscape, specifically in the domain of travel destination marketing. However, how social networking site (SNS) users respond to VI marketing in the travel sector remains underexplored. To address this gap, we systematically identified, empirically tested, and compared nine theories to understand the drivers of social networking site users' visit intentions toward VI-promoted destinations. Using an online survey, we collected responses from 419 active SNS users and analyzed our data using partial least squares structural equation modeling, followed by a qualitative study (n = 18). Social power theory and parasocial interaction theory exhibited the highest explanatory power. Our research contributes to travel literature through deepening our understanding of the mechanisms by which VIs can influence visit intention, which is important for travel professionals' understanding of VIs' use in attracting a demographic that immerses themselves in social media.

Keywords: Anthropomorphism; Parasocial interaction; Model comparison; Social networking site (SNS); Visit intention; Virtual influencers (VIs) (search for similar items in EconPapers)
Date: 2026-05-01
Note: View the original document on HAL open archive server: https://hal.science/hal-05637454v1
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Published in Journal of Travel Research, 2026, 65 (5), pp.1382-1420. ⟨10.1177/00472875251337718⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05637454

DOI: 10.1177/00472875251337718

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