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The role of social media influencers in shaping destination image and intention
to visit Jordan: The moderating impact of social media usage intensity

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DOI: 10.5267/j.ijdns.2024.2.017

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 International Journal of Data and Network Science 8 (2024) 1701–1714

Contents lists available at GrowingScience

International Journal of Data and Network Science

homepage: www.GrowingScience.com/ijds

The role of social media influencers in shaping destination image and intention to visit Jordan: The
moderating impact of social media usage intensity

Fandi Omeisha, Abdel-Aziz Ahmad Sharabatib*, Mohammd Abuhashesha, Shafig Al-Haddada, Ahmad Yacoub
Nasereddinb, Mahmoud Alghizzawic and Omar N. Badrand

a
King Talal School of Business Technology, Princess Sumaya University for Technology, Amman, Jordan
b
Business Department, Business Faculty, Middle East University, Amman, Jordan
c
Digital Marketing Department, Applied Science Private University, Amman, Jordan
d
Business Management Department Istanbul Aydin University, Istanbul, Turkey
CHRONICLE ABSTRACT

Article history: Social media influencers have become important motivators in shaping tourist attitudes and be-
Received: November 21, 2023 haviors. This study analyzed how exposure to influencer content impacts key outcomes for the
Received in revised format: Janu- destination Jordan. A survey of tourists who visited Jordan in the past 3 years measured their
ary 19, 2024
perceptions of influencer credibility, content quality, awareness/interest, trust/engagement, desti-
Accepted: February 25, 2024
Available online: February 25, nation image, general tourism behavior, and intentions to revisit. Results of SEM analysis found
2024 significant positive effects of influencer marketing on both destination image and visit intentions.
Keywords: Awareness/interest and trust/engagement were most impactful, highlighting influencers' role in
Social media sparking early motivation. Content quality additionally predicted visit intentions by informing
Marketing influencers decisions. Perceived credibility made recommendations more persuasive. Furthermore, usage in-
Destination image tensity positively moderated the mediated relationships, amplifying effects among heavy social
Destination marketing media users. Findings provide theoretical validation of how influencers act as digital opinion lead-
Travel intentions ers. By enhancing destination image through compelling portrayals, influencers shape audience
Tourist behavior
Jordan
travel interests and behaviors. Managerial implications suggest destinations should invest in in-
fluencer campaigns for reach and inspiration while ensuring content quality. Performance tracking
informs optimal platform and demographic targeting. Overall, influencer marketing demonstrated
significant persuasive appeal for potential tourists. This quantitative study pioneer’s measurement
of influencer marketing's tangible impacts on key tourist metrics. The results empirically substan-
tiate the ability of strategically leverage influencers to motivate visitation and guide decision-
making. As practitioners refine partnerships for audience growth and branding, academic research
must also advance a nuanced understanding of this emerging phenomenon at the confluence of
social media and tourism consumer behavior.

© 2024 by the authors; licensee Growing Science, Canada.

1. Introduction
Social media has transformed how travelers research, discover, and make decisions about potential destinations (Hays et al.,
2012). Tourism promotion strategies have shifted from conventional advertising to leveraging user-generated content created
by influencers on platforms like Instagram, YouTube, and TikTok (Xiang et al., 2015). These influencers refer to individuals
who have cultivated sizable follower bases through engaging posts related to travel experiences, recommendations, and in-
sights. While past studies have established the overall impact of influencers on metrics like awareness, interest, and even
bookings, there remains an insufficient understanding of the underlying mechanisms of this persuasive effect (Ying et al.,
2014) How exactly does influencer-created social media content shape audience perceptions towards particular destinations?
* Corresponding author.
E-mail address: ASharabati@Meu.Edu.Jo (A.-A. A. Sharabati)

ISSN 2561-8156 (Online) - ISSN 2561-8148 (Print)

© 2024 by the authors; licensee Growing Science, Canada.
doi: 10.5267/j.ijdns.2024.2.017
1702

Using mediating processes may contribute to theoretical knowledge and guide tourism marketers to benefit from digital in-
fluencers.
Therefore, the research purpose is to deal with the research gap by investigating destination image as a main mediator of
influencer marketing results. Destination image is described as the impressions and beliefs people hold about the place and
its benefits to visitors (Stepchenkova & Zhan, 2013). By concentrating on destination characteristics and experiences through
using creative visual stories, influencers can create an exciting, unique, and personally relevant image (Fatanti & Suyadnya,
2015). This enhances the destination image and directs more intentions and motivation to destination visit. Moreover, this
research tests how the intensity of social media use by different people moderated marketing influencers. People who devote
more time to social media than others are usually exposed to more content and volumes, also they have better responses to
influencers’ recommendations compared to others (Alhabash et al., 2014; Awad et al., 2023).
In the end, the current research has two objectives: (1) to test the destination image mediating role on the impact of marketing
influencers on visitors' intention to visit Jordanian sites, and (2) to check the moderating role of using intensity on marketing
results. Research outcomes contribute to both practical and theoretical knowledge, which helps to develop targeting and po-
sitioning strategies by using marketing influencers to improve marketing. The results can help owners and managers who seek
to develop business relationships with digital influencers for promotion and branding destinations.
2. Literature Review
2.1 Influencer Marketing in Tourism Promotion
Nowadays, the influencers of social media play key roles in both destination branding and tourism promotion (Smith, 2018).
Instagram has played a crucial role in influencer marketing because it uses visual storytelling. Tourists are increasingly using
influencers to get information and recommendations when they plan their vacations (Yoo & Gretzel, 2011). Surveys indicate
up to 49% of millennial travelers rely on Instagram influencer recommendations when choosing destinations, favoring it over
official branding channels (Digital Marketing Institute, 2021).
Given their perceived authenticity and creativity, influencers enable destinations and travel brands to spark interest and drive
bookings through emotionally engaging user-generated content (Abubakar & Ilkan, 2016; Carr et al., 2023). Partnerships with
relevant influencers across categories like general social media celebrities, specialized travel bloggers, and geographically
focused experts represent a major shift in tourism promotion strategies toward more personalized, interactive social advocacy.
However, optimal practices for leveraging different tiers of influencers remain underexplored, with insufficient empirical
evidence elucidating how specific types of content shape audience behaviors (Zhou et al., 2021). Bridging this knowledge
gap through quantitative studies is crucial for enhancing the effectiveness of influencer marketing in the tourism sector.
2.2 Destination Image as a Mediator
Destination image refers to the holistic impressions and beliefs that potential visitors hold about the characteristics and ex-
pected experiences of a place (Echtner & Ritchie., 1991; Stepchenkova & Zhan, 2013). These mental representations shape
people's travel decision-making and motivation to visit. Influencers can enhance destination image through vivid storytelling
that highlights the most unique, compelling offerings and activities at a location (Fatanti & Suyadnya, 2015). By creatively
conveying the ambiance, aesthetics, and emotional experiences, influencers make the destination more personally relevant
and identity-congruent for audiences (Sirgy & Su, 2000). For example, Instagram posts showcasing exotic local cuisines,
stunning landscapes, and cultural attractions can shape favorable destination perceptions. When the content resonates with
individual self-concepts, this improves image and fosters travel intentions (Quintal et al., 2010). Following congruency theory,
when the influencer's projected personality and lifestyle match the viewer's self-concept, they are more persuaded to visit the
advocated destination. The ability to turn impersonal places into desired experiences demonstrates how influencers enhance
destination image. Furthermore, electronic word-of-mouth (eWOM) in the form of influencer reviews reinforces positive
imagery (Abubakar & Ilkan, 2016). By highlighting memorable activities at a location, influencers shape audience impres-
sions of the destination as exciting and adventurous. User-generated content is perceived as more organic than traditional
advertisements, making it highly persuasive in improving destination image (Ying et al., 2014). However, empirical studies
directly linking influencer content exposures to shifts in image perceptions remain scarce.
2.3 Social Media Usage Intensity as a Moderator
While influencers have broad appeal to digitally connected travelers, their impact likely varies based on social media usage
behaviors. Usage intensity refers to an individual's level of engagement with social media platforms frequency of access, time
spent consuming content, and number of contributions (Al-Dmour et al., 2020; Alhabash et al., 2014; Hayes et al., 2016).
Highly involved users tend to follow more influencers and could exhibit greater effects from exposure to recommendations.
According to social cognitive theory, increased consumption of media content strengthens resulting attitudes and behaviors
due to enhanced learning and modeling of observed behaviors (Bandura, 2002; LaRose & Eastin, 2004). Heavy social media
users have greater opportunities for exposure to influencer modeling, shaping their travel interests. Additionally, heavy usage
reflects higher involvement and identification with influencers as digital opinion leaders (Abuhashesh et al., 2021; Kamboj et
al., 2018). When social media plays a central role in the lives of devoted users, they more readily absorb influencer recom-
mendations. Moderation effects of usage intensity on responses to eWOM are supported by research in domains like brand
 F. Omeish et al. / International Journal of Data and Network Science 8 (2024) 1703

communication and ad effectiveness (Kemppainen, 2023; Lim & Chung, 2011). In a tourism context, users highly engaged
with social media may similarly show stronger reactions to influencer content about destinations. This indicates usage inten-
sity requires examination as a moderator of marketing outcomes. However, studies directly testing this effect related to travel
behaviors remain limited.
2.4 Research Gaps
In summary, a review of extant literature reveals significant research gaps. Firstly, no studies empirically validate destination
image improvements as the mechanism mediating influencer marketing on intention to visit. Quantitative testing of this me-
diated relationship is needed to advance theory. Secondly, the moderating impact of usage intensity on responses to influencer
content warrants investigation. Addressing these gaps can refine theoretical models and optimize targeted social media pro-
motion strategies when leveraging influencers.
3. Theoretical Framework
This study's conceptual model is grounded in several key theories explaining the mechanisms of influencer marketing and
moderating impacts of usage intensity on destination image and intention to visit.
3.1 Destination Image Formation
Destination image formation theory explains how people develop holistic impressions of places they have not visited based
on different information sources (Baloglu & McCleary, 1999; Echtner & Ritchie., 1991). Organic user-generated content is
considered more credible in shaping images compared to commercial marketing. Influencer posts highlighting appealing at-
tributes improve image perceptions by reducing uncertainty and conveying emotional experiences (Abubakar & Ilkan, 2016).
Image formation occurs through cumulative impressions where every piece of communication subtly shifts perceptions
(Almashhadani et al., 2023; Fakeye & Crompton, 1991). Over time, consuming influencer content showcasing exciting activ-
ities and aesthetics cultivates positive destination images. Following attribution theory, audiences attribute expertise and trust-
worthiness to influencers as endorsers, enhancing their persuasive impact in driving imagery (Yoon et al., 2001).
3.2 Congruity Theory
Congruity theory explains how influencers can make destinations seem more attractive by projecting personalities and values
that viewers identify with, thereby increasing self-congruity (Sirgy & Su, 2000). When the influencer's lifestyle and charac-
teristics resonate with a viewer's social identity and ideals, it creates perceptions of similarity. This results in more favorable
evaluations where people infer they will experience the same fulfillment from visiting that destination. Greater self-congruity
further strengthens travel intentions through idealized simulated pre-experiences. By envisioning themselves enjoying the
same activities as influencers who share their identity, audiences become motivated by heightened personal relevance. Hence,
personalized storytelling establishes congruity, improving destination image.
3.3 Social Cognitive Theory
Social cognitive theory offers a framework for understanding how social media usage intensity moderates reactions to influ-
encer content (Bandura, 2002). The theory posits individuals strengthen attitudes and behaviors through observational learning
and modeling of perceived experts. Heavy users have increased exposure to absorb and imitate influencer behaviors through
vicarious reinforcement. When continually observing influencers enjoying novel travel activities, heavy social media users
may adopt similar exploration interests. Their enhanced engagement and parasocial identification with influencers as digital
mentors heighten susceptibility to persuasive messaging due to greater immersion in that social environment (Kamboj et al.,
2018). In contrast, incidental exposure for light users provides limited opportunity for observational learning effects.
3.4 Elaboration Likelihood Model (ELM)
ELM posits information processing occurs through central or peripheral routes, contingent on individual involvement and
motivation (Petty & Cacioppo, 1986). Central route processing with thoughtful message scrutiny yields stronger, lasting shifts
in attitudes and behaviors. Peripheral cues generate fleeting interest. This explains how usage intensity moderates influencer
marketing effects. Highly involved heavy users centrally process content, resulting in greater destination image change and
travel intentions through thoughtful evaluation. For less-time users, influencers are more important compared to high-time
users of social media.
3.5 Hypothesis Development
Based on the mentioned theoretical discussion, the following hypotheses are developed:
H1: Influencers (perceived credibility, perceived content quality, awareness and interest, and trust and engagement) have a
positive influence on destination image.
H2: Influencers (perceived credibility, perceived content quality, awareness and interest, and trust and engagement) have a
positive influence on visit intention.
H3: Both destination image and social media usage intensity have a positive influence on visit intention.
1704

H4: The destination image has a positive mediating influence on influencers (perceived credibility, perceived content quality,
awareness and interest, and trust and engagement) on visit intention.
H5: Social media usage intensity has a positive moderation effect on the mediation relationships among the influencers (per-
ceived credibility, perceived content quality, awareness and interest, and trust and engagement), the destination image, and
the visit intention.
The above hypotheses were developed based on prior research papers suggesting that marketing influencers enhance destina-
tion image and visitors' behavioral intentions through awareness, engagement, perceived credibility, and content quality (Lou
& Yuan, 2019; Ying et al., 2014). Moreover, the destination image can be used as a mediator for the convincing process
(Quintal et al., 2010; Zhang et al., 2014). In addition, the social media usage intensity enhances the responses to influencers
(Alhabash et al., 2014; Kamboj et al., 2018). Quantitative analysis will test these posited relationships.
3.6 Proposed Research Model
Based on the mentioned above theories, the current research proposes influencers affect destination image, which affects
visitors' intentions. The mediating and moderating roles increase the effect on social media users. The research model is
displayed visually in Fig. 1, with variables summarized:

Fig. 1. Conceptual Framework

Diagram showing the independent variable of Influencer Marketing, the mediator of Destination Image, the moderator of
Social Media Usage Intensity, and the dependent variable of Visit Intentions
Table 1
Variables in Research Model
Independent Mediating Moderating Dependent
Variable Variable Variable Variable
Influencer Marketing
Perceived Credibility
Perceived Content Quality Destination Image Social Media Usage Intensity Visit Intentions
Awareness and Interest
Trust and Engagement

Influencer marketing represents the social media content created by influencers promoting the destination. The destination
image construct measures audience perceptions of the attributes and benefits of the destination based on influencer portrayals.
Social media usage intensity encompasses the degree of respondent involvement with platforms like frequency of access and
time spent consuming influencer content. Finally, visit intentions reflect the desire and plans to visit the destination advocated
by the influencers. Quantitative analysis assesses the hypothesized relationships in this research framework. Specifically,
influencer marketing is expected to enhance the perceived destination image, which consequently increases intentions to visit.
Meanwhile, usage intensity will positively moderate the mediated relationship, amplifying effects among heavy social media
users.
4. Research Methodology
This study utilizes a quantitative cross-sectional survey methodology to analyze the research model on how influencer mar-
keting impacts destination image and visit intentions, with usage intensity as a moderator.
 F. Omeish et al. / International Journal of Data and Network Science 8 (2024) 1705

4.1 Population and Sample

The target population comprises young adult social media users who are active travelers. This demographic aligns with the
segment most likely to engage with and be persuaded by influencer marketing based on their digital behaviors (Digital
Marketing Institute, 2021). An online survey was leveraged to recruit approximately 500 respondents matching the eligibility
criteria. Probability sampling allows the generalization of findings to the broader population of digitally connected young
travelers who follow influencers.
4.2 Survey Instrument
The survey includes multi-item scales adapted from established research to assess the key constructs in the conceptual model,
measured using 5-point Likert scales and paragraphs were developed based on previous studies: Perceived credibility of in-
fluencers (Ohanian, 1990); Perceived content quality of influencers (Muntinga et al., 2011); Awareness and interest generated
by influencers (Yoo & Gretzel, 2011); Trust and engagement with influencers (Hudson et al., 2016); Destination image (H.
Kim & Richardson, 2003); Social media usage intensity (Ellison et al., 2007); Visit intentions (Jalilvand & Samiei, 2012).
Rather than exposing respondents to sample influencer content stimuli, the four dimensions of influencer marketing will be
measured using statement items asking participants to rate their degree of agreement based on their past general experiences
and perceptions of travel influencers they follow online. This approach removes the need to develop hypothetical influencer
marketing stimuli and instead relies on participants' existing beliefs and reactions to reflect real-world influencer exposures.
The 5-point Likert scale measurement allows quantitative assessment of the conceptual model based on respondents' influ-
encer perceptions.
4.3 Data Collection Procedure
The online survey was administered to eligible respondents on the panel database by sending survey links through email
invitations. It begins with an introductory summary and consent form, followed by the measurement scales. Reminder emails
were sent to improve participation. Data collection concludes once the intended sample size is reached. Implementation
through an online survey platform enables efficient access to the defined social media user target sample. A total of 517
responses have been received and all were valid for analysis.
4.4 Data Analysis
The survey data are analyzed using SPSS 26 and SmartPLS 4 software to assess the research model. First, descriptive analysis
examines variable means and distributions. Then, correlational analysis evaluated the bivariate relationships among variables.
Following this, structural equation modeling (SEM) tests the conceptual framework and hypothesized paths. SEM enables
simultaneous analysis of multiple mediating, moderating, and direct relationships. Bootstrapping will determine the signifi-
cance of indirect effects. Lastly, multi-group analysis in SEM assesses variations in the research model by usage intensity
segments.
5 Results
Before evaluating the research model, the initial analysis examined descriptive statistics and bivariate correlations between
the variables. Structural equation modeling is then conducted to assess the hypothesized relationships.
5.1 Descriptive Statistics and Frequency Distributions
Before hypothesis testing, an initial analysis was conducted to examine the descriptive results of the survey measures. This
provided preliminary insight into respondents’ perceptions and reactions to the influencer posts.
Table 2 shows the means, standard deviations, and frequency distributions for all multi-item constructs assessed through 5-
point Likert scales. Mean scores were generally high, ranging from 3.44 to 4.19, indicating that the influencer posts had a
favorable impact across the outcome variables. Based on the descriptive statistics table showing the means for each construct's
measurement items. The overall mean scores for all constructs are relatively high, mostly between 3.695 and 4.145 on the 5-
point scale. This indicates generally positive responses to the influencer posts and their effects on the outcome variables. The
highest mean is for the Perceived Credibility (4.145) which also has the lowest standard deviation (0.655) indicating agree-
ment among respondents on the credibility of the influencers, travel bloggers, and experts who were perceived as most cred-
ible. The next highest mean is for the Trust and Engagement construct (4.123), suggesting the influencer posts resonated
well with participants and made them feel connected and inclined to follow the influencers. This aligns with prior research
showing influencers can enhance audience engagement due to perceptions of transparency and authenticity (Lou & Yuan,
2019). As for the Awareness/Interest construct it also has a fairly high mean (4.012), supporting the notion that influencer
advocacy increases destination awareness and sparks interest in travel (Ying et al., 2014). The relatively lower mean for
Perceived Content Quality (3.984) compared to other constructs suggests there is room for improvement in how influencers
showcase travel experiences in Jordan through their social media posts. While the content was still rated favorably on average,
previous research indicates that quality factors like interesting narration, useful information, high production value in pho-
tos/videos, and inspiration to learn more about the destination are critical for maximal influencer marketing effects (Lou &
Yuan, 2019; Rejón-Guardia & Martínez-López, 2014). The lower score may signify some influencer content lacked in depth
1706

or was not sufficiently personalized and engaging. This aligns with the critique that influencers sometimes create generic
content not tailored to local contexts (Tien et al., 2019).
Table 2
Descriptive Statistics and Frequency Distributions
Std. Strongly Strongly
Item / Statistics Mean Disagree Neutral Agree
Deviation Disagree Agree
PC1 4.09 0.92 1.35% 4.45% 16.63% 39.26% 38.30%
PC2 4.16 0.82 1.16% 1.74% 14.51% 45.26% 37.33%
PC3 4.15 0.86 0.77% 2.71% 17.79% 38.10% 40.62%
PC4 4.18 0.90 1.16% 4.06% 13.93% 37.14% 43.71%
Perceived Credibility 4.145 0.655 1.11% 3.24% 15.72% 39.94% 39.99%
PCQ1 4.10 0.91 1.35% 3.87% 17.02% 39.07% 38.68%
PCQ2 3.94 0.95 2.51% 3.48% 22.63% 40.43% 30.95%
PCQ3 3.97 0.95 1.93% 4.06% 22.82% 37.52% 33.66%
PCQ4 3.93 0.92 1.55% 3.87% 25.15% 38.88% 30.56%
Perceived Content Quality 3.984 0.694 1.84% 3.82% 21.91% 38.97% 33.46%
AI1 4.01 0.94 1.93% 4.84% 17.79% 41.59% 33.85%
AI2 3.73 1.08 3.09% 10.83% 25.15% 32.30% 28.63%
AI3 4.18 0.87 0.97% 2.71% 16.25% 37.52% 42.55%
AI4 4.14 0.87 0.77% 2.71% 19.15% 36.94% 40.43%
Awareness and Interest 4.012 0.691 1.69% 5.27% 19.58% 37.09% 36.36%
TE1 4.04 0.94 1.93% 3.68% 19.15% 38.88% 36.36%
TE2 4.11 0.87 1.16% 3.68% 15.09% 43.33% 36.75%
TE3 4.19 0.93 1.55% 4.06% 14.12% 34.04% 46.23%
TE4 4.15 0.94 1.16% 4.84% 15.86% 34.24% 43.91%
Trust and Engagement 4.123 0.729 1.45% 4.06% 16.05% 37.62% 40.81%
DI1 4.17 0.89 1.35% 3.68% 13.35% 39.85% 41.78%
DI2 4.00 0.93 1.16% 4.64% 22.05% 36.94% 35.20%
DI3 3.75 1.10 3.68% 9.67% 25.53% 30.37% 30.75%
DI4 4.18 0.88 1.35% 2.90% 14.70% 38.30% 42.75%
Destination Image 4.026 0.703 1.89% 5.22% 18.91% 36.36% 37.62%
MUI1 3.69 0.87 3.36% 6.04% 17.96% 39.88% 32.76%
MUI2 3.44 0.99 4.43% 11.55% 24.74% 31.33% 27.95%
MUI3 3.85 0.80 2.47% 4.08% 16.55% 36.14% 40.77%
MUI4 3.81 0.80 2.29% 4.08% 19.22% 35.60% 38.82%
Social Media Usage Intensity 3.695 0.636 3.14% 6.44% 19.62% 35.74% 35.07%
VI1 3.91 1.00 2.51% 5.80% 22.63% 36.36% 32.69%
VI2 4.10 0.92 0.97% 4.06% 19.54% 34.43% 41.01%
VI3 4.05 0.97 1.74% 5.80% 16.63% 37.14% 38.68%
VI4 4.01 0.94 1.35% 4.64% 21.66% 36.56% 35.78%
Visit Intention to Jordan 4.018 0.734 1.64% 5.08% 20.12% 36.12% 37.04%

As for the mediator variable, the mean for Destination Image (4.026) indicates that respondents already have a strong orien-
tation toward exploration, adventure, and seeking unique experiences when they travel. This aligns with research showing
today's travelers increasingly desire authentic, off-the-beaten-path activities compared to simple relaxation or passivity (J. J.
Kim & Fesenmaier, 2017). As for the Social Media Usage Intensity, the mean (3.695) indicates that on average, respondents
exhibited a relatively strong degree of engagement with social media platforms as part of their daily habits. The score signifies
that participants accessed their social media accounts frequently, spent a substantial amount of time-consuming influencer and
other content, and were actively involved in posting their updates, and stories, and interacting with others. Finally, Visit
Intention to Jordan has a moderately high mean (4.018) but also a relatively high standard deviation (0.734) pointing to
varied intentions to visit Jordan. This suggests mixed effectiveness across influencer types in converting awareness to actual
visit intent. The finding suggests these survey participants are active travelers primed to respond favorably to influencer con-
tent showcasing novel destinations and activities in Jordan. Their past tourism behavior makes them more inclined to consider
new destinations that offer immersive experiences as highlighted by influencers (Tien et al., 2019). This adventurous, experi-
ential profile means they are an ideal target audience for influencer marketing focused on inspiring interest in travel to new
places like Jordan. Overall, the preliminary descriptive statistics align with previous research on how influencer marketing
impacts intention to visit where the higher means for trust/engagement and awareness/interest highlight the persuasive poten-
tial of influencers to shape audience attitudes and decisions.
5.2 Respondent Profile and Analysis of Demographic Differences
The sample composition and demographic attributes of respondents provide useful context on the study participants. Analysis
was also conducted to determine if outcome perceptions varied based on demographic factors like age, gender, nationality,
and past travel experience. Understanding the respondent profile and identifying any significant demographic differences can
offer insights into which audience segments may be most receptive to influencer marketing. Table 3, Panel A summarizes the
frequency distribution of key respondent characteristics while Panel B presents the results of ANOVA and t-tests examining
differences across the demographic dimensions.
 F. Omeish et al. / International Journal of Data and Network Science 8 (2024) 1707

Table 3
Respondent Profile and Analysis of Demographic Differences
Panel A: Demographic Profile of Respondents Panel B: Statistical Differences Results
Favor of
Demographic Sub-Group Frequency Percent Dimension F Sig.
Differences
18-27 190 36.8 Perceived Credibility 2.142 0.094 -
28-37 177 34.2 Perceived Content Quality 3.040 0.029* Yes
38-47 102 19.7 Awareness and Interest 1.278 0.281 -
Age More Than 47 48 9.3 Trust and Engagement 2.490 0.060 -
Destination Image 2.351 0.072 -
Total 517 100.0 Social Media Usage Intensity 1.180 0.303 -
Visit Intention to Jordan 1.395 0.243 -
Perceived Credibility -0.246 0.806 -
Male 303 58.6
Perceived Content Quality -0.503 0.615 -
Awareness and Interest -1.425 0.155 -
Female 214 41.4
Gender Trust and Engagement -1.868 0.062 -
Destination Image -1.611 0.108 -
Total 517 100 Social Media Usage Intensity -1.315 0.167 -
Visit Intention to Jordan -0.829 0.407 -
Africa 111 21.5 Perceived Credibility 3.076 0.010** Yes
Asia 162 31.3 Perceived Content Quality 0.186 0.968 -
Australia 36 7.0 Awareness and Interest 1.276 0.273 -
Nationality Europe 128 24.8 Trust and Engagement 1.210 0.303 -
North America 43 8.3 Destination Image 1.692 0.135 -
Latin America 37 7.2 Social Media Usage Intensity 1.178 0.294 -
Total 517 100.0 Visit Intention to Jordan 1.863 0.099 -
Perceived Credibility -0.694 0.488 -
Yes 208 40.2
Perceived Content Quality 0.655 0.513 -
Have You Traveled Awareness and Interest -0.897 0.370 -
Internationally for No 309 59.8
Trust and Engagement 0.793 0.428 -
Leisure in The Past 3
Years? Destination Image 0.551 0.582 -
Total 517 100.0 Social Media Usage Intensity -0.828 0.398 -
Visit Intention to Jordan 1.214 0.225 -

Panel 1 provides the demographic breakdown of the survey respondents in terms of age, gender, nationality, and prior inter-
national travel experience. The sample skewed younger, with over 70% under age 38, and also predominantly male at 58.6%.
This is not surprising given the focus on social media users who are active travelers. In terms of nationality, the largest share
was from Asia (31.3%) followed by Europe (24.8%). Only 40% had traveled internationally for leisure in the past 3 years,
indicating many were not highly experienced globetrotters.
ANOVA and independent samples t-tests were carried out to measure if there were significant differences in the key outcome
variables based on demographic factors. The statistical results presented in Panel 2 show that age had a significant influence
on perceptions of content quality, with younger respondents rating it higher. This aligns with literature suggesting younger
consumers are more amenable to internet celebrities and influencer content (Meythaler et al., 2023). Nationality also impacted
perceived credibility, with African participants rating it lower than Asians. This may be because Africa-based audiences are
less familiar with the influencers featured. No other demographic variables exhibited significant effects. The overall lack of
major differences suggests influencer marketing can be effective across diverse audience segments in shaping travel interests
and intentions. Younger travelers may be slightly more receptive, but the positive reactions across age groups indicate influ-
encers have wide generational appeal.
5.3 Correlation Analysis
Before testing the study hypotheses, correlation analysis was first conducted to assess the bivariate relationships among the
key constructs. Table 4 presents the correlation matrix results.
Table 4
Correlation Matrix Analysis
Correlations 1 2 3 4 5 6 7
1 Perceived Credibility
2 Perceived Content Quality .681**
3 Awareness and Interest .682** .704**
4 Trust and Engagement .639** .675** .709**
5 Destination Image .635** .651** .762** .747**
6 Social Media Usage Intensity .613** .637** .722** .691** .648**
7 Visit Intention to Jordan .576** .596** .674** .634** .720** .712**
**. Correlation is significant at the 0.01 level (2-tailed).

As shown, all variables exhibited positive and statistically significant correlations, providing preliminary evidence of associ-
ation between influencer exposure and the outcome measures. The strongest correlation emerged between Awareness/Interest
1708

and destination image, suggesting those most inclined toward travel adventures respond most favorably to influencer destina-
tion advocacy.
The consistently positive and moderate to strong correlations align with the conceptual model proposing influencer content
shapes audience attitudes and behaviors through enhancing credibility, interest, engagement, and intentions. The correlation
matrix offers support for the hypothesized relationships before multivariate hypothesis testing. All bivariate correlations were
below the 0.7 threshold, assuaging potential issues with multicollinearity in subsequent analyses. Overall, the correlations
signify influencers can successfully increase destination awareness, trust, interest, and visit intentions to varying degrees based
on content and user factors.
5.4 Cross Loading
If a variable is found to have more than one significant loading it is termed a cross-loading, which makes it troublesome to
label the factors that share the same construct and thus it is not easy to distinguish those factors and include them in separate
concepts as shown in Table 5:
Table 5
Cross Loadings
Social Media Visit
Perceived Perceived Content Awareness and Trust and Destination
Usage Intention to
Credibility Quality Interest Engagement Image
Intensity Jordan
PC1 0.697 0.453 0.480 0.411 0.445 0.445 0.419
PC2 0.786 0.517 0.507 0.480 0.480 0.489 0.435
PC3 0.740 0.497 0.505 0.465 0.450 0.473 0.390
PC4 0.776 0.570 0.574 0.562 0.533 0.556 0.482
PCQ1 0.499 0.659 0.476 0.488 0.456 0.473 0.407
PCQ2 0.544 0.771 0.492 0.510 0.484 0.495 0.456
PCQ3 0.503 0.761 0.568 0.505 0.484 0.519 0.427
PCQ4 0.487 0.783 0.568 0.509 0.510 0.529 0.484
AIV1 0.493 0.544 0.737 0.520 0.572 0.610 0.493
AIV2 0.443 0.494 0.717 0.409 0.535 0.554 0.479
AIV3 0.523 0.499 0.737 0.558 0.544 0.613 0.492
AIV4 0.562 0.537 0.744 0.625 0.579 0.649 0.521
TE1 0.527 0.564 0.589 0.758 0.590 0.646 0.510
TE2 0.537 0.566 0.597 0.832 0.607 0.679 0.487
TE3 0.471 0.508 0.557 0.822 0.585 0.655 0.487
TE4 0.504 0.505 0.551 0.765 0.597 0.638 0.530
DI1 0.508 0.466 0.522 0.595 0.753 0.623 0.530
DI2 0.464 0.479 0.576 0.568 0.770 0.638 0.547
DI3 0.456 0.510 0.617 0.525 0.730 0.624 0.507
DI4 0.456 0.464 0.527 0.524 0.699 0.583 0.550
MUI1 0.512 0.546 0.581 0.546 0.594 0.804 0.495
MUI2 0.504 0.526 0.568 0.533 0.596 0.806 0.501
MUI3 0.494 0.493 0.543 0.510 0.645 0.727 0.516
MUI4 0.492 0.483 0.550 0.643 0.559 0.707 0.536
VI1 0.422 0.516 0.506 0.478 0.525 0.503 0.747
VI2 0.459 0.465 0.512 0.531 0.553 0.532 0.790
VI3 0.441 0.414 0.506 0.459 0.541 0.502 0.776
VI4 0.447 0.430 0.548 0.475 0.592 0.538 0.751

Table 5 demonstrates that each variable is highly correlated with its intended construct, indicating no issues with cross-load-
ings between variables. As suggested by (Hair et al., 2010), all variable loadings exceed the 0.60 thresholds, confirming their
relationships to the appropriate constructs.
5.5 Discriminant Validity
Table 6 presents the outcomes of the discriminant validity analysis using the Square Root of the AVE method (Fornell &
Larcker, 1981). All indicator loadings on their assigned latent variables are higher than loadings on other variables. This fulfills
the requirements for discriminant validity.
Table 6
Discriminant Validity Analysis
1 2 3 4 5 6 7
Perceived Credibility 0.751
Perceived Content Quality 0.681 0.745
Awareness and Interest 0.690 0.707 0.738
Trust and Engagement 0.643 0.675 0.722 0.795
Destination Image 0.638 0.650 0.732 0.749 0.760
Social Media Usage Intensity 0.527 0.711 0.682 0.622 0.691 0.748
Visit Intention to Jordan 0.578 0.596 0.677 0.635 0.722 0.714 0.766
 F. Omeish et al. / International Journal of Data and Network Science 8 (2024) 1709

Table 6 shows that the loading of each indicator on its designated latent variable exceeds its loading on other variables. This
signifies the degree to which the measures diverge from and do not correlate with conceptually unrelated constructs, support-
ing discriminant validity.
5.6 Convergent Validity
Convergent validity shows the level to which indicators of the same construct converge and was assessed based on (Hair et
al., 2010) criteria: Cronbach’s alpha >0.70, composite reliability >0.70, and average variance extracted (AVE) >0.50.
Table 7
Convergent Validity
Cronbach's alpha Composite reliability The average variance extracted (AVE)
Perceived Credibility 0.741 0.837 0.563
Perceived Content Quality 0.731 0.833 0.556
Awareness and Interest 0.714 0.823 0.538
Trust and Engagement 0.805 0.873 0.632
Destination Image 0.721 0.827 0.545
Social Media Usage Intensity 0.716 0.822 0.531
Visit Intention to Jordan 0.765 0.850 0.587

As shown in Table 7, all Cronbach’s alpha, composite reliability, and AVE values meet recommended thresholds, indicating
the constructs exhibit satisfactory convergent validity.
5.7 Assessment of the Structural Model
As depicted in Fig. 2, the structural model aims to evaluate the role of social media influencers in shaping destination image
and intention to visit Jordan moderated by social media usage intensity. The model demonstrates that perceived credibility,
content quality, awareness/interest, and trust/engagement account for 14.2% of the variance in destination image and perceived
credibility, content quality, awareness/interest, and trust/engagement mediated by destination image and moderated by social
media usage intensity account for 65.8% in intentions to visit Jordan. According to (Falk & Miller, 1992), R2 values above
10% are acceptable, indicating the model has good explanatory power.

Fig. 2. Structural Model

Hypothesis Testing
To test the hypothesis, SEM bootstrapping analysis was conducted using SmartPLS 4 software. The results shown in Table 8
provide the basis for evaluating the hypothesized relationships.
1710

Table 8
Path Analysis
Main H Sub-H Path Coefficients S.E T statistics P values
1 Perceived Credibility → Destination Image 0.219 0.060 3.678 0.000
2 Perceived Content Quality → Destination Image 0.314 0.079 3.970 0.000
H1
3 Awareness and Interest → Destination Image 0.088 0.080 1.095 0.273
4 Trust and Engagement → Destination Image 0.280 0.070 4.025 0.000
1 Perceived Credibility → Visits Intention 0.208 0.050 4.144 0.000
2 Perceived Content Quality → Visits Intention 0.179 0.046 3.936 0.000
H2
3 Awareness and Interest → Visits Intention 0.173 0.048 3.585 0.000
4 Trust and Engagement → Visits Intention 0.541 0.051 10.529 0.000
1 Destination Image → Visits Intention 0.226 0.044 5.183 0.000
H3
2 Social Media Usage Intensity → Visits Intention 0.198 0.041 4.785 0.000
1 Perceived Credibility → Destination Image → Visits Intention 0.019 0.004 4.482 0.000
2 Perceived Content Quality → Destination Image → Visits Intention 0.028 0.006 4.654 0.000
H4
3 Awareness and Interest → Destination Image → Visits Intention 0.031 0.007 4.683 0.000
4 Trust and Engagement → Destination Image → Visits Intention 0.054 0.013 4.103 0.000
1 Social Media Usage Intensity x Destination Image → Visits Intention 0.110 0.031 3.515 0.000
2 Social Media Usage Intensity x Perceived Credibility → Visits Intention 0.407 0.058 6.998 0.000
H5 3 Social Media Usage Intensity x Perceived Content Quality → Visits Intention 0.271 0.061 4.436 0.000
4 Social Media Usage Intensity x Awareness and Interest → Visits Intention 0.425 0.059 3.238 0.006
5 Social Media Usage Intensity x Trust and Engagement → Visits Intention 0.734 0.049 14.905 0.000

The conceptual model and hypothesized relationships were quantitatively tested using structural equation modeling. The SEM
results provided in Table 8 present the path coefficients and significance values used to evaluate the hypotheses.
H1: Influencer Marketing Factors and Destination Image
H1 proposed that influencer marketing positively impacts destination image. The results provided partial support. Perceived
credibility (β=0.219, p<0.001), Perceived content quality (β=0.314, p<0.001), and trust/engagement (β=0.280, p<0.001) ex-
hibited significant positive effects on destination image. However, awareness/interest had a non-significant effect (β=0.088,
p>0.05).
These findings indicate that perceptions of influencer credibility, content quality, and developing trust through engagement
can enhance beliefs about a destination's attributes and offerings (Jin et al., 2019). But simply creating general awareness may
not improve image perceptions without establishing credibility and connections.
H2: Influencer Marketing Factors and Visit Intentions
H2 posited that influencer marketing positively affects visit intentions. This was strongly supported as all pathways were
significant - perceived credibility (β=0.208, p<0.001), content quality (β=0.179, p<0.001), awareness/interest (β=0.173,
p<0.001), and trust/engagement (β=0.541, p<0.001).
In particular, trust/engagement exhibited the strongest impact, aligned with findings that influencer advocacy fosters travel
intentions by forming parasocial bonds with followers (Tien et al., 2019). The results validate influencers' ability to motivate
visits through credibility, content quality, awareness, and relationships.
H3: Destination Image, Usage Intensity, and Visit Intentions
As hypothesized in H3, destination image (β=0.226, p<0.001) and usage intensity (β=0.198, p<0.001) positively predicted
visit intentions. Favorable impressions of a destination based on influencer portrayals along with greater social media engage-
ment strengthen travel motivation (Quintal et al., 2010).
H4: Mediating Role of Destination Image
H4 proposed destination image mediates the effects of influencer marketing on visit intentions. Full mediation was supported
as all indirect pathways were significant perceived credibility (β=0.019, p<0.001), content quality (β=0.028, p<0.001), aware-
ness/interest (β=0.031, p<0.001), and trust/engagement (β=0.054, p<0.001). By enhancing destination image, influencers elic-
ited higher intentions to visit (Fakeye & Crompton, 1991).
H5: Moderating Role of Usage Intensity
The moderation hypotheses in H5 were supported, with usage intensity amplifying the mediated relationships between influ-
encer factors perceived credibility (β=0.407, p<0.001), content quality (β=0.271, p<0.001), awareness/interest (β=0.425,
p<0.001), and trust/engagement (β=0.734, p<0.001), destination image (β=0.110, p<0.001), and visit intentions. Heavy social
media users exhibit greater susceptibility to influencer marketing effects, validating usage intensity as a key moderating var-
iable (Alhabash et al., 2014).
6. Conclusion
This study provided an in-depth empirical analysis of how exposure to social media influencers impacts tourist attitudes and
behaviors toward the destination of Jordan. A key finding showed influencer marketing content significantly enhanced
 F. Omeish et al. / International Journal of Data and Network Science 8 (2024) 1711

awareness, interest, engagement, destination image, and intentions to visit Jordan among the sample of tourists surveyed.
Specifically, the awareness/interest and trust/engagement constructs were found to be the strongest drivers of tourist behav-
ioral outcomes based on the structural equation modeling analysis. This highlights the vital role influencers play in sparking
early motivation and building enduring emotional bonds with their audiences as trusted advisors. Content quality also emerged
as an important factor in cementing intentions to visit by making the destination more appealing through informative and
inspiring posts.
These results make a significant theoretical and practical contribution by validating the effectiveness of influencer marketing
as a promotional strategy for motivating potential tourists along their travel journey. The findings provide novel quantitative
evidence substantiating influencers' tangible ability to convert social media users into actual travelers who visit desired desti-
nations. For destination marketing organizations, the research offers actionable insights into optimizing partnerships with
relevant bloggers, vloggers, and social media creators. Influencers should be leveraged as pivotal storytellers and influencers
to showcase unique attractions and experiences that inspire travel. Developing large diverse networks across multiple plat-
forms enables influencer campaigns to achieve wide reach and persuasive impact.
However, the study is limited by its narrow focus on a single country context. Further research should replicate the quantitative
analysis across diverse international destinations to enhance generalizability. Additionally, incorporating objective behavioral
data on actual bookings and visits attributed to influencers could enrich the self-reported findings, although obtaining such
data poses challenges. As social media enables more far-reaching, personalized connections between brands and global audi-
ences, the persuasive power and economic value of influencers will only continue rising. Destinations and tourism promoters
that can strategically leverage influencer marketing will gain significant competitive advantage in the marketplace by driving
awareness, favorability, and visitation from high-value demographics.
This study makes a vital early contribution by establishing influencer marketing as an impactful strategic capability for tourism
growth. The empirical approach quantitatively demonstrates the mechanisms and outcomes of effective influencer content in
motivating travelers. As practitioners continue optimizing partnerships with digital creators, academic research must also
advance theoretical knowledge of this domain at the nexus of social media, persuasion, and tourism behavior. In summary, by
validating influencers' power to shape audience attitudes and actions, this research paves the way for further scholarship on
optimal influencer marketing strategies. Meanwhile, the practical findings equip destination marketing organizations with
actionable insights to leverage influencers for tangible returns. Achieving the dual goals of rigorous theory development and
managerial relevance will ensure academic research sustains value in advancing marketing practice and tourism promotion.
7. Theoretical Implications
This research makes several significant contributions to advancing theoretical knowledge of influencer marketing in tourism:
Provides empirical validation of influencers as impactful digital opinion leaders that shape tourist attitudes and behaviors
aligned with foundational theories. Shows how specific types of influencer content, engagement, credibility, and quality affect
tourists. Provide evidence relating to influencers’ ability to direct social media users to destinations. Explain the theoretical
mechanisms of marketing influencers by investigating the differential effects of cognitive, credibility, and affective dimen-
sions on tourist decision-making. Provide quantitative evidence for integrating marketing influencers with travel behavior
models. Finally, this study contributes to tourism behavior theories by providing an empirical study on the effects of influenc-
ers.
8. Managerial Implications
Destination marketing companies have to view marketing influencers as a main strategy and allocate a sufficient budget for
influencer campaigns. Partnerships with relevant bloggers, vloggers, and social media personalities enable DMOs to motivate
and inspire potential visitors. Influencer content needs to be carefully curated for quality and customization. Managers should
facilitate influencers in showcasing unique attractions and experiences through creative storytelling where access to special
events and locations can enrich content. A diverse influencer network across multiple platforms is optimal for maximizing
audience reach where leveraging influencers on Instagram, TikTok, YouTube, and blogs covers different traveler segments.
Performance tracking of influencer partnerships provides data to refine strategies. Metrics on awareness, interest, and actual
visits attributed to influencer’s guide’s optimal platform selection and targeting. In summary, a strategic influencer program
enables Digimon Masters Online (DMOs) to inspire travelers, stimulate positive perceptions, and drive visitation where man-
agers should view it as a high-return capability for building destination awareness, appeal, and growth.
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