Eco-influencers: a cross-generational investigation on the role of social media influencer marketing on green destination image

Social media influencer marketing (SMIM) has emerged as a powerful tool to promote destinations and related brands in the tourism industry. However, its role in shaping travellers' perceptions and attitudes towards environmentally sustainable destinations remains under-researched. This study examines the effect of SMIM on green destination image, with a mediating role of followers' environmental concerns across four generations (generation Z, Y, X and Baby Boomers). Data from 626 respondents were analysed using multigroup structural equation modelling (SEM-MGA) and artificial neural network methods. The results indicate that authenticity, social attractiveness and attitude homophily consistently predict followers' environmental concerns in the case of all four generations, which affects destinations' green image. Physical attractiveness was a significant influencer of environmental concern only in the case of Generation Z. The multigroup analysis also revealed that the effect of attitude homophily on followers' environmental concerns varies among non-adjacent generations. Furthermore, the ANN analysis result indicated that while authenticity and attitude homophily are the most important predictors of green destination image, attractiveness contributed the least. Integrating SMIM as a marketing strategy, prioritizing attributes other than physical appearance and partnering with influencers from diverse demographics are crucial steps tourism marketers should take for the successful branding of eco-friendly destinations.