The attitudes homophily between influencers and customers and the intention to use the brand in social media marketing within the Tourism and Hospitality Industry: the role of trust
Abdulaziz, T., Mohamed Omar, A., Farrag, M., Elwardany, W. (2024). The attitudes homophily between influencers and customers and the intention to use the brand in social media marketing within the Tourism and Hospitality Industry: the role of trust. EKB Journal Management System, 6(2), 153-171. doi: 10.21608/ijthsx.2024.275366.1082
Tamer Ahmed Abdulaziz; Ahmed Mohamed Emam Mohamed Omar; Mohammad Mohammad Farrag; Walaa Moustafa Elwardany. "The attitudes homophily between influencers and customers and the intention to use the brand in social media marketing within the Tourism and Hospitality Industry: the role of trust". EKB Journal Management System, 6, 2, 2024, 153-171. doi: 10.21608/ijthsx.2024.275366.1082
Abdulaziz, T., Mohamed Omar, A., Farrag, M., Elwardany, W. (2024). 'The attitudes homophily between influencers and customers and the intention to use the brand in social media marketing within the Tourism and Hospitality Industry: the role of trust', EKB Journal Management System, 6(2), pp. 153-171. doi: 10.21608/ijthsx.2024.275366.1082
Abdulaziz, T., Mohamed Omar, A., Farrag, M., Elwardany, W. The attitudes homophily between influencers and customers and the intention to use the brand in social media marketing within the Tourism and Hospitality Industry: the role of trust. EKB Journal Management System, 2024; 6(2): 153-171. doi: 10.21608/ijthsx.2024.275366.1082

The attitudes homophily between influencers and customers and the intention to use the brand in social media marketing within the Tourism and Hospitality Industry: the role of trust

The International Journal of Tourism and Hospitality Studies
Volume 6, Issue 2, April 2024, Page 153-171  XML PDF (601.2 K)
Document Type: Original Article
DOI: 10.21608/ijthsx.2024.275366.1082
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Authors
Tamer Ahmed Abdulaziz email orcid 1; Ahmed Mohamed Emam Mohamed Omar2; Mohammad Mohammad Farrag3; Walaa Moustafa Elwardany4
1High Institute for Tourism and Hotels,, 6th of October,, Tourism Studies Department, Giza, Egypt
2Hotel Management, Faculty of Tourism and Hotels, Suez Canal University, Ismailia, Egypt
3Faculty of Tourism and Hotels, October 6 University, Egypt,
4Tourism Studies Department, Higher Institute for Tourism and Hotels (6 October), 6 October City, Egypt
Abstract
This study investigates the increasing prevalence of influencer marketing on social media. The main objectives are as follows: 1) To examine the impact of attitudes homophily on the intention to use the brand, 2) To study the influence of attitudes homophily on trust, 3) To explore the role of trust as a mediator in the relationship between attitudes homophily and the intention to use the brand, and 4) To analyze the role of trust in the intention to use the brand. A questionnaire was developed, consisting of three sections, to test these hypotheses. Data was collected from hotel guests who visited Sharm El-Sheikh and tourists from tourism and aviation companies in Cairo, Egypt. A total of 550 questionnaires were distributed to a convenient sample of tourists, resulting in 338 valid responses with a response rate of 61.5%. Smart PLS-3.0 was used to test the hypotheses. The empirical findings indicate that attitudes homophily has a positive impact on the intention to use the brand, as well as a positive influence on trust.
Keywords
Homophily; Influencer; Trust; Brand; Social Media
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