The Impact of Social Media Influencers Raffi Ahmad and Nagita Slavina on Tourism Visit Intentions across Millennials and Zoomers Using a Hierarchical Likelihood Structural Equation Model
| Autor: | Rezzy Eko Caraka, Maengseok Noh, Youngjo Lee, Toni Toharudin, null Yusra, Avia Enggar Tyasti, Achlan Fahlevi Royanow, Dimas Purnama Dewata, Prana Ugiana Gio, Mohammad Basyuni, Bens Pardamean |
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| Jazyk: | angličtina |
| Rok vydání: | 2022 |
| Předmět: |
social media influencer
tourism structural equation modeling visit intention h-likelihood Environmental effects of industries and plants Renewable Energy Sustainability and the Environment Geography Planning and Development TJ807-830 Management Monitoring Policy and Law TD194-195 Renewable energy sources Environmental sciences GE1-350 |
| Zdroj: | Sustainability, Vol 14, Iss 524, p 524 (2022) Sustainability; Volume 14; Issue 1; Pages: 524 |
| ISSN: | 2071-1050 |
| Popis: | Background: In this paper, we examine how social media influencers can influence visit intention, especially in the case of Raffi Ahmad and Nagita Slavina, a top influencer who by 2 September 2021 had reached 21.3 M subscribers on YouTube and 54.9 m followers on Instagram with an engagement rate of 0.42%. The focus of this study is Generation Y or Millennials (born 1981–1996) and Generation Z (born 1997–2012). Design/methodology/approach: Snowball sampling was performed to arrive at a representative group of Millennials. Data analysis was performed using hierarchical likelihood via structural equation modeling. Findings: The study results are helpful for a comprehensive understanding of factors affecting visit intention. Effects of the study results summary, tourists from Generations Y and Z are thriving within the internet of things and the digital age, an era in which information can be accessed via various forms of technology across multiple platforms. Practical implications: We discuss and identify the relative importance of each factor through the use of logistics with variational approximation and structural equation models using hierarchical likelihood. Originality: The technique we use is an integrated and extended version of the structural equation model with hierarchical likelihood estimation and features selection using logistics variational approximation. |
| Databáze: | OpenAIRE |
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