Large, S and Satiroglu, H 
ORCID: 0000-0001-7483-4305
(2026)
Navigating trust and authenticity: to what extent
do influencer marketing and word-of-mouth shape backpacker travel choices?
In: British Academy of Management Conference, 7-11 September 2026, Royal Holloway, University of London, Egham, UK.
Preview |
Text
17938.pdf - Accepted Version Repository Terms Apply. Download (771kB) | Preview |
Abstract
Backpacking has become a prominent form of travel among young adults, yet little is known about influencer marketing (IM) and peer Word-of-Mouth (WOM) jointly. Existing research typically examines IM and WOM separately, overlooking how trust and authenticity operate across communication channels. The study investigates the impact of influencer marketing (IM) versus peer word-of-mouth (WOM) on the behavioural intentions of backpackers aged 18 to 35. Using a two-phase design, the study first conducted a preliminary scenario-based manipulation check with 270 valid responses, followed by a main SEM analysis based on 159 valid follow-up responses from eligible participants. The design combines manipulation checks with structural equation modelling to test both direct and indirect relationships. Results indicate that neither authenticity nor trust directly predicted behavioural intention. Instead, their effects operated through different communication modes of IM and WOM. IM positively mediated the effects of both authenticity and trust, while WOM positively mediated authenticity but negatively mediated trust. These findings suggest that IM and WOM should not be treated as interchangeable communication mechanisms in backpacker tourism marketing.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Note: | The presentation can be viewed at the Youtube link on this record. |
| UN SDGs: | Goal 12: Responsible Consumption and Production |
| Keywords: | backpacking, authenticity, trust, influencer marketing, word of mouth, consumer behaviour, consumer behaviour and psychology, marketing communications |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Bath Business School |
| Related URLs: | |
| Date Deposited: | 01 Oct 2026 12:04 |
| Last Modified: | 01 Oct 2026 12:05 |
| URN: | https://researchspace.bathspa.ac.uk/id/eprint/17938 |
 |
Request a change to this item or report an issue |
 |
Update item (repository staff only) |
Tools
Tools
