The Effect of Interaction between Followers and Influencers on Intention to Follow Travel Recommendations from Influencers in Indonesia Based on Follower-Influencer Experience and Emotional Dimension

Abstract

Social media has become a very commonplace way for many people to have social interactions. The role of social media has changed from what was originally only a way to bridge social interactions, to becoming a business tool in various industries, one of which is the tourism industry. The interaction between social media users can create new ways to increase public awareness of existing tourist objects. One way to achieve that goal is by utilizing social media influencers. This study aims to identify the factors that influence the intention of the followers to follow the travel recommendations given by the influencer. This study uses the theory of follower-influencer experience and the theory of emotional dimensions, as well as their effect on the level of commitment and intention to follow the recommendation. This research was conducted by distributing surveys through social media and we managed to obtain a total of 203 valid respondents. The results of the study were analyzed using structural equation modeling (SEM), which showed that information experience and homophily experience had a significant effect on pleasure, arousal, and dominance. Pleasure and dominance have a significant effect on commitment, and commitment has a significant effect on the intention to follow the recommendation.

Keywords

• travel recommendations
• influencers
• followers
• social media
• follower-influencer experience
• emotional dimensions