Like me or not, follow me – motivation and follower engagement among Indian travel influencers

Abstract

The phenomenon of travel bloggers promoting places, products, and brands, both independently and in collaboration with corporations, is not new. However, research on this phenomenon remains sparse. Few studies have explored the journey of travel bloggers from the perspective of their engagement, as well as the influencers’ perceived credibility, expertise, and attractiveness. In the present study, we employ an interpretive approach using in-depth interviews with 25 full-time travel bloggers to uncover their process of becoming influencers. The findings reveal three key concepts: the antecedents to blogging, the barriers, and the outcomes (both positive and negative). The results demonstrate that engagement is a crucial characteristic of influencers, as it determines the effectiveness of the messages they deliver and their perceived attractiveness, particularly when consumers are skeptical. This study contributes to the research on travel bloggers by examining the marketing aspects of blogging and offers relevant managerial implications. © 2025 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.