📄 Abstract
This study examines the role of influencer marketing in enhancing hotel room occupancy through the mediating effect of purchase intention among hotel customers in Chennai. The study adopted a quantitative research design and collected primary data from a sample of 200 hotel customers. Path analysis was employed to examine the direct and mediated relationships among nano influencers, micro influencers, purchase intention, and hotel room occupancy. The results indicate that nano influencers have a significant positive effect on purchase intention (β = 0.446), while micro influencers also have a significant positive effect on purchase intention (β = 0.384). Purchase intention significantly influences hotel room occupancy (β = 0.134). In addition, nano influencers (β = 0.363) and micro influencers (β = 0.319) have significant positive direct effects on hotel room occupancy. The findings suggest that influencer marketing, particularly through nano and micro influencers, can strengthen customers’ purchase intentions and contribute to improved hotel room occupancy. The study concludes that hotels in Chennai can strategically use credible and relatable influencers to stimulate customer engagement, booking intention, and occupancy performance.
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📚 How to Cite:
Sai Venkatesh Raj V.L, Dr. Chinnadurai P , THE ROLE OF INFLUENCER MARKETING IN ENHANCING HOTEL ROOM OCCUPANCY: EVIDENCE FROM THE MEDIATING EFFECT OF PURCHASE INTENTION , Volume 14 , Issue 8, August 2026, EPRA International Journal of Economic and Business Review(JEBR) , Pages: 40 - 48 , DOI: https://doi.org/10.36713/epra28949