Influencer Narratives Influencing Follower’s Travel Intent: A Digital Journey

This research employs cognitive-effective system theory (CAST) and transmedia storytelling theory (TST) to construct a framework that explains how influencer digital storytelling impacts consumer travel intentions in e-commerce settings. The investigation collected data from 322 participants who engaged with travel influencer content and booked trips through e-commerce platforms, using an online survey and SmartPLS 4.0 for data validation, empirical assessment, and hypothesis evaluation. Results indicate that influencer credibility and compelling narratives positively affect destination visualization, awareness, and travel intentions. The study emphasizes the crucial mediating roles of destination visualization and awareness in connecting influencer storytelling to e-commerce engagement. These findings contribute to enhancing digital marketing tactics, improving consumer engagement, and optimizing travel booking processes. By introducing novel variables within the CAST and Transmedia Storytelling frameworks, this study advances the understanding of influencer-driven marketing in the travel industry, underscoring the dynamic nature of digital marketing and its effects on consumer travel behavior.