Exploring the influence of travel Instagrammers on follower behavior: a heuristic-systematic model

Purpose The study aims to investigate the impact of heuristic cues (influencer homophily, interactivity and expertise) on the systematic cue (commercial content orientation) and their combined effect on follower behavior (willingness to seek additional information, and intention to visit the destination and buy the tourism product) during the pre-travel stage. Design/methodology/approach Using partial least squares structural equation modeling, it analyzes data from 621 Instagram users (Generations Y and Z), employing the heuristic-systematic model (HSM). Findings The results indicate that influencer interactivity significantly influences the systematic cue and follower behavior. Furthermore, attitude and background homophily are essential in enhancing perceptions of influencer interactivity, whereas value homophily positively impacts intention to visit and buy. Research limitations/implications The results are limited to influencers active on Instagram and followers from Generations Y and Z. Practical implications This study offers insights into selecting suitable influencers for endorsing tourism products and destinations. Originality/value By employing the HSM and an integrated approach, this research explores the additivity and bias effects of heuristic and systematic cues within influencer marketing in the tourism sector. It extends the literature by considering influencer homophily as a multidimensional concept and examines how influencer interactivity affects perceptions of other influencer characteristics.