Date of Award
Doctor of Business Administration (DBA)
School of Business
Dr. Paul Shelton
Dr. Brad Jensen
Dr. Dirk Barram
Influencer marketing is quickly becoming an essential aspect of a company's online and social media strategy. This research examines the field of influencer marketing by conducting a quantitative study that researches the impact of two influencer attributes, trust and content quality, and how they affect the travel intentions of a follower. The study was conducted directly by an influencer on their followers, and the analysis showed that trust and content quality impact the travel intentions of followers. This work is important as the travel industry is still recovering from the Covid-19 pandemic. It provides a better understanding of how companies, through influencers, can impact an audience's potential travel intentions.
McNair, Josh C., "An Analysis of the Impact of an Influencer's Perceived Trustworthiness and Content Quality on Their Follower's Travel Intent" (2021). Doctor of Business Administration (DBA). 41.