The Impact of Influencer Marketing on Consumers’ Brand Perception of Travel Applications

Abstract

Social media has been used as a platform to learn or share a person's travel experiences which enabled a new wave of marketing where influencers play a huge role. From this instance, would the consumers’ brand perception and usage intention be affected by these influencers that they see on social media? The study was characterized as descriptive-correlational research and gathered data through a survey using self-made questionnaires, validated by an academic practitioner and tested reliability with Cronbach alpha. With the Online Travel Agencies in the country as the subjects, and the travel enthusiasts who belong to the Millennial or Generation Z group and are living in the city, specifically in the Philippines’ National Capital Region, as the respondents of this study. Using a Raosoft calculator, the researchers collected 385 responses as the minimum required sample size for this study. The data collected showed a positive correlation between influencer marketing and brand perception of travel applications with a correlation coefficient of 0.622 using Spearman's Rho. However, there are specific characteristics that respondents look for in an influencer, primarily the ability "to inspire." and their credibility in promoting travel applications.