Micro influencers, mega impact: How TikTok influencers shape sustainable travel choices
Berta Bou Aragones, Alexandra Theben, Julia von Schuckmann
Abstract
As social media platforms continue to shape consumer behaviour, understanding how influencer marketing affects sustainable choices has become increasingly important. This study examines the role of influencer type (micro vs. mega) in shaping consumers’ sustainable travel destination choices, introducing eco-consciousness as a moderating variable. Using a sample of 220 participants and a between-subjects experimental design, the findings reveal that micro-influencers are particularly effective in promoting sustainable destinations, especially among individuals with high eco-consciousness, who are more responsive to authentic and relatable messaging. By focusing on TikTok, an increasingly popular yet academically understudied platform, this research provides novel insights into the unique dynamics of influencer marketing and consumer behaviour in the context of sustainable tourism. These findings offer valuable implications for marketers seeking to engage values-driven audiences and for policymakers aiming to promote sustainable tourism practices. This study contributes to the understanding of platform-specific strategies in influencer marketing and highlights opportunities to explore consumer-driven sustainability initiatives.