How Social Media Influencers Shape Consumer Perceptions and Buying Behavior at Inland Resorts: A Mixed-Methods Inquiry
As influencer marketing evolves, understanding its impact on specific industries becomes crucial. This mixed-methods study examines the influence of social media influencers (SMIs) on consumer perceptions and buying behaviors within the context of inland resorts. Using surveys and interviews with r...
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| Format: | Article |
| Language: | English |
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University of Negros Occidental-Recoletos Graduate School
2025-01-01
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| Series: | Philippine Social Science Journal |
| Subjects: | |
| Online Access: | https://philssj.org/index.php/main/article/view/1050 |
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| author | Christine Mae G. Montenegro Nenette D. Padilla |
| author_facet | Christine Mae G. Montenegro Nenette D. Padilla |
| author_sort | Christine Mae G. Montenegro |
| collection | DOAJ |
| description |
As influencer marketing evolves, understanding its impact on specific industries becomes crucial. This mixed-methods study examines the influence of social media influencers (SMIs) on consumer perceptions and buying behaviors within the context of inland resorts. Using surveys and interviews with resort guests, the research measures the perceived impact of SMI characteristics on consumer decisions. Quantitative data is analyzed through mean and standard deviation, while qualitative data is explored using Lichtman's 3Cs thematic analysis. Findings indicate a strong influence of SMIs on consumer perception and purchasing behavior, with identified themes providing valuable insights for developing effective marketing strategies. This study highlights the need for further research on the role of SMIs in the broader hospitality and tourism sector.
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| format | Article |
| id | doaj-art-94f804e1c3744594b06886addaedcdf6 |
| institution | Kabale University |
| issn | 2672-3107 2704-288X |
| language | English |
| publishDate | 2025-01-01 |
| publisher | University of Negros Occidental-Recoletos Graduate School |
| record_format | Article |
| series | Philippine Social Science Journal |
| spelling | doaj-art-94f804e1c3744594b06886addaedcdf62025-02-02T16:22:47ZengUniversity of Negros Occidental-Recoletos Graduate SchoolPhilippine Social Science Journal2672-31072704-288X2025-01-017410.52006/main.v7i4.1050How Social Media Influencers Shape Consumer Perceptions and Buying Behavior at Inland Resorts: A Mixed-Methods InquiryChristine Mae G. Montenegro0Nenette D. Padilla1University of Negros Occidental-Recoletos, Bacolod City, PhilippinesUniversity of Negros Occidental-Recoletos, Bacolod City, Philippines As influencer marketing evolves, understanding its impact on specific industries becomes crucial. This mixed-methods study examines the influence of social media influencers (SMIs) on consumer perceptions and buying behaviors within the context of inland resorts. Using surveys and interviews with resort guests, the research measures the perceived impact of SMI characteristics on consumer decisions. Quantitative data is analyzed through mean and standard deviation, while qualitative data is explored using Lichtman's 3Cs thematic analysis. Findings indicate a strong influence of SMIs on consumer perception and purchasing behavior, with identified themes providing valuable insights for developing effective marketing strategies. This study highlights the need for further research on the role of SMIs in the broader hospitality and tourism sector. https://philssj.org/index.php/main/article/view/1050Hospitality and tourism, Marketing, Social media influencers, Mixed-method, Philippines |
| spellingShingle | Christine Mae G. Montenegro Nenette D. Padilla How Social Media Influencers Shape Consumer Perceptions and Buying Behavior at Inland Resorts: A Mixed-Methods Inquiry Philippine Social Science Journal Hospitality and tourism, Marketing, Social media influencers, Mixed-method, Philippines |
| title | How Social Media Influencers Shape Consumer Perceptions and Buying Behavior at Inland Resorts: A Mixed-Methods Inquiry |
| title_full | How Social Media Influencers Shape Consumer Perceptions and Buying Behavior at Inland Resorts: A Mixed-Methods Inquiry |
| title_fullStr | How Social Media Influencers Shape Consumer Perceptions and Buying Behavior at Inland Resorts: A Mixed-Methods Inquiry |
| title_full_unstemmed | How Social Media Influencers Shape Consumer Perceptions and Buying Behavior at Inland Resorts: A Mixed-Methods Inquiry |
| title_short | How Social Media Influencers Shape Consumer Perceptions and Buying Behavior at Inland Resorts: A Mixed-Methods Inquiry |
| title_sort | how social media influencers shape consumer perceptions and buying behavior at inland resorts a mixed methods inquiry |
| topic | Hospitality and tourism, Marketing, Social media influencers, Mixed-method, Philippines |
| url | https://philssj.org/index.php/main/article/view/1050 |
| work_keys_str_mv | AT christinemaegmontenegro howsocialmediainfluencersshapeconsumerperceptionsandbuyingbehavioratinlandresortsamixedmethodsinquiry AT nenettedpadilla howsocialmediainfluencersshapeconsumerperceptionsandbuyingbehavioratinlandresortsamixedmethodsinquiry |