The effects of parasocial interaction, authenticity, and self‐congruity on the formation of consumer trust in online travel agencies

Abstract This study uses the theories of parasocial interaction, perceived authenticity, and self‐congruity to analyze the antecedents of source credibility and to confirm the positive effects of this on travel influencers when constructing travel platforms. The respondents are Chinese travelers who had used an online travel agency and who read influencer‐generated content to search for tourism‐related information. The results from the 420 valid questionnaires showed that users' perceived parasocial interaction, perceived authenticity, and self‐congruity have positive effects on source credibility for influencers. The study provides theoretical and managerial backup for influencer marketing efforts and the content marketing of online travel platforms.