Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2022 International Conference on Financial Technology and Business Analysis (ICFTBA 2022), Part 1
Series Vol. 5 , 24 April 2023
Open
Access | Article
Social Media Influencer in Hospitality: Literature Review and Proposals
* Author to whom correspondence should be addressed.
Abstract
The COVID-19 has had a significant impact on hospitality marketing, and hospitality marketing strategies urgently need to change to meet the current challenges. The epidemic, on the other hand, has caused people to pay more and more attention to social media, which has increased the prominence of social media influencers (SMI) in this industry. In addition, it is becoming increasingly common for many companies to use influencer marketing as a new development strategy. Therefore, in this context, this article reviews the literature on SMI in hospitality and identifies significant thematic research directions. The study finds two primary thematic directions currently being researched by scholars: External Influence Mechanisms of SMI and Intrinsic Properties of SMI. However, there is less research on the thematic directions of "Psychological-related influential factors and consumer outcomes" and "Strategic assessment of SMIs as a marketing tool". Therefore, the author proposes new research ideas for scholars' reference. At the same time, this study puts forward new ideas for developing hospitality marketing in the post-epidemic era.
Keywords
Social media influencer, Hospitality marketing, Influencer marketing, COVID-19
References
1. Lee, P. Y., Koseoglu, M. A., Qi, L., Liu, E. C., & King, B. (2021). The sway of influencer marketing: Evidence from a restaurant group. International Journal of Hospitality Management, 98, 103022.
2. Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework, and future research agenda. International Journal of Consumer Studies, 45(4), 617-644.
3. Chatzigeorgiou, C. (2017). Modelling the impact of social media influencers on behavioural intentions of millennials: The case of tourism in rural areas in Greece. Journal of Tourism, Heritage & Services Marketing (JTHSM), 3(2), 25-29.
4. Singh, S., & Diamond, S. (2012). Social media marketing for dummies. John Wiley & Sons.
5. Tap Influence, 2017. “Do micro-influencers make better brand ambassadors than celebrities?” Retrieved from: https://www.tapinfluence.com/micro-Influencers -make-better-brand-ambassadorscelebrities.
6. Santora, J. (2022, October 4). 18 influencer marketing trends to watch in 2022. Influencer Marketing Hub. Retrieved October 26, 2022, from https://influencermarketinghub.com/influencer-marketing-trends/
7. Καραχάλιου, Κ. (2022). Impact of Covid-19 on the travel and tourism industry: aviation, hospitality and airbnb.
8. Gössling, S. (2021). Tourism, technology and ICT: a critical review of affordances and concessions. Journal of Sustainable Tourism, 29(5), 733-750.
9. Gössling, S., Scott, D., & Hall, C. M. (2020). Pandemics, tourism and global change: a rapid assessment of COVID-19. Journal of sustainable tourism, 29(1), 1-20.
10. Femenia-Serra, F., Gretzel, U., & Alzua-Sorzabal, A. (2022). Instagram travel influencers in# quarantine: Communicative practices and roles during COVID-19. Tourism Management, 89, 104454.
11. Elsevier. (n.d.). What is Scopus Preview? What is Scopus Preview? - Scopus: Access and use Support Center. Retrieved October 26, 2022, from https://service.elsevier.com/app/answers/detail/a_id/15534/supporthub/scopus/
12. Mihalache, M., & Mihalache, O. R. (2016). A decisional framework of offshoring: Integrating insights from 25 years of research to provide direction for future. Decision Sciences, 47(6), 1103-1149.
13. Kapoor, P. S., Balaji, M. S., Jiang, Y., & Jebarajakirthy, C. (2022). Effectiveness of travel social media influencers: a case of eco-friendly hotels. Journal of Travel Research, 61(5), 1138-1155.
14. Ong, Y. X., & Ito, N. (2019). “I want to go there too!” Evaluating social media influencer marketing effectiveness: a case study of Hokkaido’s DMO. In Information and communication technologies in tourism 2019 (pp. 132-144). Springer, Cham.
15. Madureira, L., & Alturas, B. (2022). Impact of social media influencers on the Portuguese tourism and travel industry in a Covid-19 era. In Marketing and Smart Technologies (pp. 391-403). Springer, Singapore.
16. Martínez-Sala, A. M. (2019). The influencer tourist 2.0: from anonymous tourist to opinion leader.
17. Leung, X. Y., Sun, J., & Asswailem, A. (2022). Attractive females versus trustworthy males: Explore gender effects in social media influencer marketing in Saudi restaurants. International Journal of Hospitality Management, p. 103, 103207.
18. Xu, X., & Pratt, S. (2018). Social media influencers as endorsers to promote travel destinations: an application of self-congruence theory to the Chinese Generation Y. Journal of travel & tourism marketing, 35(7), 958-972.
19. Pop, R. A., Săplăcan, Z., Dabija, D. C., & Alt, M. A. (2022). The impact of social media influencers on travel decisions: The role of trust in consumer decision journey. Current Issues in Tourism, 25(5), 823-843.
20. Tobias-Mamina, R. J., Kempen, E., Chinomona, R., & Sly, M. (2020). The influence of instagram advertising on destination visit intention. African Journal of Hospitality, Tourism and Leisure, 9(3), 274–287.
21. Gretzel, U. (2018). Tourism and social media. The Sage handbook of tourism management, pp. 2, 415–432.
22. Kapoor, P. S., Balaji, M. S., Jiang, Y., & Jebarajakirthy, C. (2022). Effectiveness of travel social media influencers: a case of eco-friendly hotels. Journal of Travel Research, 61(5), 1138-1155.
23. Szymkowiak, A., Gaczek, P., & Padma, P. (2021). Impulse buying in hospitality: The role of content posted by social media influencers. Journal of Vacation Marketing, 27(4), 385-399.
24. Guerreiro, C., Viegas, M., & Guerreiro, M. (2019). Social networks and digital influencers: Their role in customer decision journey in tourism. Journal of Spatial and Organizational Dynamics, 7(3), 240-260.
25. Femenia-Serra, F., & Gretzel, U. (2020). Influencer marketing for tourism destinations: lessons from a mature destination. In Information and Communication Technologies in tourism 2020 (pp. 65-78). Springer, Cham.
26. Chekima, B., Chekima, F. Z., & Adis, A. A. A. (2020). Social media influencer in advertising: The role of attractiveness, expertise, and trustworthiness. Journal of Economics and Business, 3(4).
27. Barta, S., Belanche, D., Fernández, A., & Flavián, M. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70, 103149.
28. Lebow, S. (2022). Marketers increasingly turn to TikTok for influencer marketing. Insider Intelligence. Retrieved October 26, 2022, from https://www.emarketer.com/content/tiktok-influencer-marketing
29. Chen, C. C. (2022). The Utility and Limitations of Internet Celebrities Marketing in China–A Comprehensive Perspective of Para-Social Interaction Theory and Expectation Confirmation Theory. In Proceedings of the 2022 International Conference on E-business and Mobile Commerce (pp. 20–26).
Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).
- Volume Title
- Proceedings of the 2022 International Conference on Financial Technology and Business Analysis (ICFTBA 2022), Part 1
- ISBN (Print)
- 978-1-915371-21-8
- ISBN (Online)
- 978-1-915371-22-5
- Published Date
- 24 April 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/5/20220058
- Copyright
- 24 April 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited