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Therefore, this study investigates the antecedents influencing social media users' intentions to follow tourism-related posts (TRPs) when planning their trips.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>Questionnaires were collected from 402 social media users who had followed TRPs for their trip planning. Data were then analyzed using partial least squares structural equation modeling (PLS-SEM) and artificial neural networks.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The authors found that blogger\u2013user fit and users' involvement with TRPs influenced behavior components (attitudes toward TRPs and intention to follow TRPs) via assessment components (bloggers' credibility and content quality), and the authors developed a framework to explain this relationship.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>The findings advance prior studies by investigating (1) the antecedents of intention to follow TRPs when trip planning, (2) the two main social media elements \u2013 bloggers and posts \u2013 to understanding the role of social media on travel behavior and (3) involvement with TRPs and their impacts on travel behavior. This study contributes to the research on social media and tourism marketing and proposes practical indications for bloggers, social media platforms and destination marketing organizations.<\/jats:p><\/jats:sec>","DOI":"10.1108\/imds-11-2022-0692","type":"journal-article","created":{"date-parts":[[2023,9,29]],"date-time":"2023-09-29T04:16:41Z","timestamp":1695961001000},"page":"3080-3108","source":"Crossref","is-referenced-by-count":18,"title":["Why do social media users follow tourism-related posts? 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