Social Media Influencers’ and the Decision Making of Domestic Tourists in Kenya

Abstract

Social media has manifested to be a powerful form of media capable of influencing consumer decision-making over the past few years. The increased use of social media has also led to the development of high profile individuals who have a huge following on different social media platforms and applications and who can influence the people on matters of a given industry. The use of the social media influencers in the promotion of tourism activities is evident and more widely used today. Many tourism and tourist related business now actively use social media to drive clients to their establishments more than ever before. This study aimed to examine the effect of social media influencers on the decision making of domestic tourists in Kenya. The study had two target populations, the social media users and tours and travel companies that use social media influencers to promote their businesses. A mixed method research design was used and the study made use of questionnaires and interviews to collect data which was later analysed to achieve the objectives set out. The study population was drawn from Nairobi and Kiambu Counties. Data was collected from 399 respondents through questionnaires and 10 key informant interviews. The findings of the research indicate a moderate relationship between source credibility and the decision-making of domestic tourists in Kenya. Source attractiveness revealed a strong relationship with decision making of domestic tourists in Kenya. Moreover, there is a moderate relationship between source power and the decision-making of domestic tourists in Kenya. Finally, there is a very strong relationship between source metrics and the decision-making of domestic tourists in Kenya. The study further found that persuasive techniques as a moderating variable positively influences the decision-making of domestic tourists in Kenya. The study recommends that stakeholders should adopt an adaptive approach by regularly monitoring the effectiveness of influencer-led campaigns and adjusting strategies based on changing trends and audience preferences. This ensures that campaigns remain relevant and impactful in the dynamic landscape of travel and tourism. Since women play a leading role in making travel decisions, as revealed by this study, tourism-related businesses—like travel agencies, hotels, and tour operators— ought to create targeted campaigns that appeal directly to female audiences. Additionally, tourism stakeholders should give priority to influencers who demonstrate clear credibility and a strong connection with their audience. Finally, stakeholders should integrate persuasive strategies into the design of their social media campaigns. Techniques like liking, reciprocation, and social validation should be strategically embedded within influencer content, as they play a key role in shaping audience responses