Investigating factors affecting behavioral changes among followers of traveling Instagram influencers

The present study aims to examine how the perceptions of source credibility among users who follow travel Instagram influencers shape behavioral changes through the effects of their perceptions of source credibility on wishful identification, emotional attachment, and stickiness within the framework of attachment theory. The data obtained from the online survey, which was conducted on 424 users who have at least one travel influencer follower on Instagram, were analysed with SmartPLS 4 software. The study's findings indicate that the attractiveness and trustworthiness of followers towards travel influencers significantly influence both wishful identification and emotional attachment. Expertise has been demonstrated to impact wishful identification and stickiness. Furthermore, wishful identification exerted a substantial influence on the development of emotional attachment and behavioral changes. The tendency towards stickiness, demonstrated a notable impact on behavioral changes. Conversely, the hypothesis proposing a direct effect of emotional attachment on behavioral changes was not substantiated. However, subsequent findings indicated that behavioral changes were influenced by an indirect effect through stickiness. In this respect, it provided a novel theoretical perspective on attachment theory. This study has significantly contributed to practitioners to follow effective marketing strategies. In light of the findings, a series of recommendations for both the literature and its practical application were proposed.