Template-Type: ReDIF-Article 1.0
Author-Name: Wulyatiningsih, Toetik
Author-Name-First: Toetik
Author-Name-Last: Wulyatiningsih
Author-Email: deskemandagi@unklab.ac.id
Author-Workplace-Name: Faculty of Economics and Business, Universitas Klabat, Manado, Indonesia
Author-Name: Rantung, Nancy Margaretha
Author-Name-First: Nancy Margaretha
Author-Name-Last: Rantung
Author-Email: 42310017@student.unklab.ac.id
Author-Workplace-Name: Faculty of Economics and Business, Universitas Klabat, Manado, Indonesia
Author-Name: Mandagi, Deske W.
Author-Name-First: Deske W.
Author-Name-Last: Mandagi
Author-Email: deskemandagi@unklab.ac.id
Author-Workplace-Name: Faculty of Economics and Business, Universitas Klabat, Manado, Indonesia
Title: How Influencer Marketing Shapes Tourist Citizenship Behavior for Sustainable Tourism Destinations? The Mediating Role of Brand Attitude
Abstract: This study investigates how influencer marketing shapes tourist citizenship behavior (TCB) in sustainable tourism through the mediating role of brand attitude. Building on social exchange theory and consumer-brand relationship literature, the study addresses a gap in understanding the mechanisms by which digital influence extends beyond purchase intentions to pro-social tourist behaviors. Survey data from 250 visitors to sustainable destinations in North Sulawesi, Indonesia, were analyzed using structural equation modeling (SmartPLS). Results show that influencer marketing significantly enhances brand attitude, which directly fosters TCB dimensions such as advocacy, feedback, helping, and tolerance, and mediates the relationship between influencer marketing and TCB. These findings highlight the strategic role of brand attitude in translating digital influence into sustainable, community-oriented tourist practices. Theoretically, the study advances knowledge by integrating influencer marketing with behavioral outcomes in sustainable tourism, moving beyond traditional attitudinal or intention-based measures. Practically, it offers insights for policymakers and destination marketers on designing authentic and ethical influencer campaigns that strengthen sustainable brand-consumer relationships. Limitations concerning geographic scope and cross-sectional design suggest directions for broader and longitudinal investigations.
Keywords: Influencer Marketing, Tourist Citizenship Behavior, Brand Attitude, Sustainable Tourism
Journal: International Review of Management and Marketing
Pages: 275-285
Volume: 16
Issue: 1
Year: 2025
Month: 11
DOI: 10.32479/irmm.21519
File-URL: https://econjournals.com/index.php/irmm/article/download/21519/9527
File-Format: application/pdf
Handle: RePEc:eco:journ3:v:16:y:2025:i:1:id:21519