The Impact of Instagram Reels on Youths’ Trust and their Holiday Intention

Abstract

Vertical video is currently the hit thing among social media users. This is because, smartphones are used vertically rather than horizontally. Seeing this, Instagram introduced Instagram Reel that is equipped with the editing functions and ability to embed music that entices the users to create attractive contents in regards to their daily activities. Moreover, the pandemic of Covid19 has came to its end which this made people globally start to resume the lives they have left behind, including to travel. Interesting and aesthetics vertical videos are uploaded and received many views especially when the accounts are not set to private. The intention of this study is to determine how the Instagram Reel Attributes influence the intention of other Instagram users specifically the youths to travel after they view the Instagram Reels on holiday contents. Findings from this study are expected to extend the literature on Instagram Reels and give benefits to marketers and the companies behind the tourism industry.