Exploring the Potential of the Pratfall Effect in Travel Influencer Marketing

Abstract

This study introduces the use of the pratfall effect as a novel concept in increasing the efficiency and effectiveness of social media influencers (SMIs) in tourism. Drawing on the stereotype content model, the study examines whether the pratfall effect can be associated with perceived warmth and competence and ultimately relates to the travel intentions of customers through its link to travel inspiration. The study also investigates the moderating roles of central and peripheral processing routes based on the elaboration likelihood model. Using a scenario-based survey design, data were collected from 234 Turkish Instagram users who actively follow SMIs. Findings reveal that pratfall-induced perceived warmth and competence toward the SMI are associated with travel inspiration, which mediates followers' travel intentions. The strengths of these effects vary according to the message processing routes of the followers. While peripheral processing corresponds with increased warmth perceptions, central processing relates to enhanced competence perceptions of the SMI. These findings extend the SMI literature and offer practical implications for tourism practitioners to develop efficient and effective influencer marketing strategies.