The Role of Social Media Influencers in Tourism Marketing Research: Derivation of a Processual-Model of Influencing, Influencer Characteristics, and Research Operationalisations

Item Type Conference or Workshop Item (Paper)
Abstract What is the status quo regarding the decision-making impact of social media influencers (SMIs) in tourism research? Do the findings differ from the current understanding of influencer related factors in other sectors (e.g., retail, luxury, etc.) within the marketing literature? A mixed research approach was chosen to partially explain the appetitive or aversive influence of SMIs and their messages on recipients in the tourism marketing context and to segment SMIs based on eight main criteria. This approach applied a comprehensive literature analysis and a positivistic SO(MOA)R model, adapted to context-related factors in connection with the effects of digitalization and electronic word of-mouth. Preliminary results reveal that there are thus far no comprehensive answers regarding the context-related influence of SMIs in tourism. Based on eight criteria, SMIs are classified into five groups. Finally, influencers, their characteristics, and research operationalizations are categorized, and a first processual model of influencing in tourism research is established. These findings still reveal numerous research gaps in the understanding of SMIs-influence and serve as a reference point for future research efforts.
Authors Gasser, Florian
Language English
Subjects business studies
economics
information management
social sciences
behavioral science
HSG Classification contribution to scientific community
HSG Profile Area SoM - Business Innovation
Date 19 February 2022
Event Title AMA Winter Conference 22
Event Location Las Vegas
Event Dates 18.-20.02.2022
Depositing User Florian Gasser
Date Deposited 01 Mar 2022 16:38
Last Modified 20 Jul 2022 17:48
URI: https://www.alexandria.unisg.ch/publications/265966

Download

[img] Text
2022-AMA-Winter-Conference-Proceedings-2.pdf
Download (25MB)

Citation

Gasser, Florian: The Role of Social Media Influencers in Tourism Marketing Research: Derivation of a Processual-Model of Influencing, Influencer Characteristics, and Research Operationalisations. 2022. - AMA Winter Conference 22. - Las Vegas.

Statistics

https://www.alexandria.unisg.ch/id/eprint/265966
Edit item Edit item
Feedback?