Influencing the follower behavior: the role of homophily and perceived usefulness, credibility and enjoyability of travel content

Purpose The study examines how the three dimensions of homophily (attitude, background, and value) influence the perceived usefulness, credibility, and enjoyability of travel content and follower behavior (i.e. willingness to search for more information and intention to visit the destination and purchase the tourism product). Likewise, the study investigates how content perception influences follower behavior. Design/methodology/approach A sample of 621 Instagram users from generations Y and Z who follow at least one travel influencer and intend to travel in the next twelve months was collected through an online survey. Partial least squares structural equation modeling was adopted to examine the data. Findings Attitudinal homophily influences follower behavior, value homophily impacts content perception, and background homophily has a counterproductive effect. Likewise, content perceived as useful and credible induces the intention to visit and purchase the tourism product. Research limitations/implications The generalization of the results must be performed with care, as the context of analysis is limited to a social platform and only includes Portuguese individuals. Practical implications The findings help managers better understand which homophily cues influence content perception and maximize influencer persuasion. Based on the results, they can better decide which travel influencers should endorse their tourism products. Originality/value Research on homophily has neglected the multidimensionality of the concept and its analysis in the tourism context. By using a consolidated approach to homophily, content perception, and follower behavior, this study contributes to the tourism marketing literature and expands influencer marketing research.