Parasocial Relationships as a Mediator of YouTube Vlog Credibility and Gen Z Travel Intentions
DOI:
https://doi.org/10.18326/inject.v10i2.4653Keywords:
Message Credibility, Parasocial Relationship, Travel Intention, Generation Z, Opinion LeaderAbstract
This study examined the influence of message credibility in educational travel vlogs on Generation Z’s travel intention, with parasocial relationships as a mediating variable. Using a quantitative descriptive approach and SEM-PLS analysis, data were collected from 400 active viewers of the YouTube channel @leonardoedwin. The results showed that message credibility had a significant effect on travel intention (β = 0.783) and parasocial relationships (β = 0.186). Parasocial relationships also significantly influenced travel intention (β = 0.512) and partially mediated the effect of message credibility (β = 0.401). These findings supported the Two-Step Flow Communication Theory, where content creators act as opinion leaders who influence audience behavior through emotional connection. The study concluded that a combination of informational credibility and parasocial engagement played a crucial role in shaping persuasive communication, particularly in fostering travel intention among Gen Z audiences in the digital era.
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