The Role of Social Media Influencers in Tourism Marketing Research: Derivation of a Processual-Model of Influencing, Influencer Characteristics, and Research Operationalisations
Type
conference paper
Date Issued
2022-02-19
Author(s)
Abstract (De)
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.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Event Title
AMA Winter Conference 22
Event Location
Las Vegas
Event Date
18.-20.02.2022
Division(s)
Eprints ID
265966
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Name
2022-AMA-Winter-Conference-Proceedings-2.pdf
Size
24.38 MB
Format
Adobe PDF
Checksum (MD5)
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