The Impact of Social Media Influencers Raffi Ahmad and Nagita Slavina on Tourism Visit Intentions across Millennials and Zoomers Using a Hierarchical Likelihood Structural Equation Model

Abstract

Background: In this paper, we examine how social media influencers can influence visit intention, especially in the case of Raffi Ahmad and Nagita Slavina, a top influencer who by 2 September 2021 had reached 21.3 M subscribers on YouTube and 54.9 m followers on Instagram with an engagement rate of 0.42%. The focus of this study is Generation Y or Millennials (born 1981–1996) and Generation Z (born 1997–2012). Design/methodology/approach: Snowball sampling was performed to arrive at a representative group of Millennials. Data analysis was performed using hierarchical likelihood via structural equation modeling. Findings: The study results are helpful for a comprehensive understanding of factors affecting visit intention. Effects of the study results summary, tourists from Generations Y and Z are thriving within the internet of things and the digital age, an era in which information can be accessed via various forms of technology across multiple platforms. Practical implications: We discuss and identify the relative importance of each factor through the use of logistics with variational approximation and structural equation models using hierarchical likelihood. Originality: The technique we use is an integrated and extended version of the structural equation model with hierarchical likelihood estimation and features selection using logistics variational approximation.

Examining purchase intention for luxury fashion: integrating theory of reasoned action, with affect-behavior-cognition (ABC) model, identity and social identity theories

“…Consistent with Bain and Company (2021) and Caraka et al (2022), this study confirms that social identity would predict attitude toward celebrity endorsement. That means if the group of young consumers prefer a celebrity and think that celebrity increases the value of their endorsed luxury brand, they will buy the luxury product because the celebrity is part of the representation of the brand.…”

“…More specifically, Zoomers are dependent on social media influencers and celebrities and follow their lifestyle (Pauliene and Sedneva, 2019). As zoomers are highly attached to social media, social media usage can trigger their cognitive feelings about the information learned or perceived and finally emotionally attach to social media influencers (Caraka et al, 2022). In light of the characteristics of the Generation Z, the following hypothesis has been proposed: H3.…”

“…Now, Generation Z has become the world’s most influential consumers, constituting 70% of the projected total luxury market growth by 2025 (Bain and Company, 2021). Because there is no consensus on the birth period of Generation Z, the age range from Caraka et al (2022) is adopted. Generation Z known as zoomers, born between 1997 and 2015, is the newest generation surrounded by smartphones in childhood and dominates online search of information (Caraka et al , 2022; CivicScience, 2016; Lissitsa and Kol, 2016; Think with Google, 2019).…”

“…Because there is no consensus on the birth period of Generation Z, the age range from Caraka et al (2022) is adopted. Generation Z known as zoomers, born between 1997 and 2015, is the newest generation surrounded by smartphones in childhood and dominates online search of information (Caraka et al , 2022; CivicScience, 2016; Lissitsa and Kol, 2016; Think with Google, 2019). Indeed, zoomers reply on the internet to research and social media is an essential source for zoomers to look for luxury fashion.…”

Analysis and Estimation of Economic Influence of IoT and Telecommunication in Regional Media Based on Evolution and Electronic Markets in Romania

“…On the other hand, the country with the slowest evolution was Romania, starting from 4% in 2011 and reaching only 19%, compared to other European countries, which reached over 25% by 2020. In addition, in terms of the evolution of online business-to-business (B2B) sales, through the delivery of products and services from one company to another, Ireland has seen the biggest evolution over the last decade, starting at 23% in 2011 and continuing up to 39% [48,49]. In terms of the evolution of B2B online sales, Denmark is similar to Ireland, starting at 28% in 2011 and continuing to grow to 38% in 2020 (Eurostat, 2020).…”