The Influence of Media-sharing Networks

Abstract

Social media has a profound impact on the average person’s daily life and has changed the way people communicate, connect with others, and consume information (Rajesh Iyer, 2023). This study explores the influence these media-sharing networks have on tourist decision-making, focusing on various aspects of the consumer’s point of view. The research methodology includes an extensive review of literature, followed by a quantitative survey distributed by the researcher to her network across the European market. The key findings of this study include the identification of family and friends as most influential regarding recommendations and identified lack of trust in public figures. This could be caused by the increased utilization of influencers and paid marketing across social media platforms. This raises questions about authenticity and honesty. Photographs and video content have been identified as most influential which strongly relates to Instagram and TikTok being among the most popular social media platforms. Additionally, several groups use social media platforms to collect information and gain inspiration, which has resulted in the increased appreciation of user-generated content and the spread of platforms focusing on sharing experiences and knowledge from previous trips. Several research gaps have been identified, including the lack of research in the consumer perspective, as opposed to the destination or company, the most effective and influential part of social media platforms, and the use of user-generated content. This research contributes insight by gathering information to create further theoretical contributions from the European market. Limitations are the small sample and unnecessary answer choices.