Scale and item sources.

This study aims to examine how influencer marketing shapes tourists’ perceptions and purchase intentions in the tourism sector of Bangladesh. Specifically, it examines the impact of word of mouth, content characteristics, consumer trust, emotional connection, and brand awareness on consumer perception, as well as how these perceptions influence purchase intention within a digital marketing context. A quantitative, cross-sectional design was employed, utilizing a structured online questionnaire distributed to active social media users who follow travel influencers. Data were collected from 400 respondents through non-probability purposive sampling, representing individuals familiar with influencer-generated travel content. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the proposed hypotheses and evaluate both measurement and structural models. Results revealed that word of mouth (β = 0.269, p

本研究旨在探究网红营销如何影响孟加拉国旅游行业中游客的感知与购买意向。具体而言，本研究考察了口碑、内容特征、消费者信任、情感联结以及品牌知名度对消费者感知的影响，同时探讨了在数字营销语境下，上述感知如何作用于购买意向。本研究采用定量横断面研究设计，向关注旅游类网红的活跃社交媒体用户发放结构化线上问卷。本研究通过非概率立意抽样法回收400份有效问卷，调研对象均为熟悉网红创作的旅游内容的人群。本研究使用偏最小二乘结构方程模型（PLS-SEM）对所提出的研究假设进行检验，并对测量模型与结构模型进行评估。研究结果显示，口碑（β=0.269，p