This study explores how different types of influencers (human vs. virtual) and tourism content (luxury vs. non-luxury) interact to shape emotional and behavioural responses among social media users. Grounded in Social Comparison Theory, the research examines the role of benign envy in driving consumer engagement, affective reactions, and destination choice within the context of aspirational travel marketing. The study also introduces negative affective engagement as a mediator emotional construct, offering a more comprehensive understanding of how envy can generate both constructive and ambivalent responses. A 2 × 2 between-subjects experimental design will be conducted in a neuroscience laboratory, combining self-report measures with biometric measures such as eye tracking and electrodermal activity (EDA). This multimodal approach allows for the objective capture of both visual attention and emotional arousal. The findings aim to contribute theoretically by extending the emotional framework of influencer marketing and methodologically by validating the use of neurophysiological measures in tourism research. Practically, the study seeks to inform content strategies by identifying which combinations of influencer type and message framing are most effective in triggering positive consumer responses while mitigating negative emotional consequences. The results will be presented at the conference.