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The role of electronic word of mouth in social media influencer marketing and purchase intention in the tourism industry

Open Access
Lahiru Fernando, Asanga Ranasinghe, Panawannage Bhagya Dewmini Fernando
Journal: South Asian Journal of Marketing
South Asian Journal of Marketing 1–22.
https://doi.org/10.1108/SAJM-07-2025-0032
Published: 03 June 2026
... word of mouth Social capital theory Consumer behaviour Quantitative research Social media influencer (SMI) marketing continues to grow as a powerful tool, with brands increasingly investing in influencer partnerships to build credibility and reach target audiences more effectively than...
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