In the past decade, extensive research has been conducted on the effects of user-generated content (UGC) on consumers’ travel-related attitudes and decisions (Filieri, 2016; Howison, Finger, & Hauschka, 2015; Park, Xiang, Josiam, & Kim, 2014). However, to date, the mechanisms through which content generated by the specific type of users known as social media influencers or digital influencers (Kapitan & Silvera, 2016; Zhang, Moe, & Schweidel, 2017) affects followers have been overlooked in tourism studies (Ge & Gretzel, 2018). Social media influencers represent ‘a new type of independent third-party endorser who shapes audience attitudes through blogs, tweets, and the use of other social media’ (Freberg, Graham, McGaughey, & Freberg, 2011, p. 90). Recognised as opinion leaders, they are able to increase the influence of the information they receive and transmit to others (Jalilvand, 2017, Uzunoğlu & Kip, 2014). Studies in fields other than tourism, such as culture (Magno, 2017) and fashion (Halvorsen, Hoffmann, Coste-Manière, & Stankeviciute, 2013), have documented the increasing relevance of digital influencers and the mechanisms through which they affect the formation of their followers’ attitudes and decisions. This research note intends to advance knowledge on this issue in tourism.
The impact of social media influencers in tourism
Cassia F.
2018-01-01
Abstract
In the past decade, extensive research has been conducted on the effects of user-generated content (UGC) on consumers’ travel-related attitudes and decisions (Filieri, 2016; Howison, Finger, & Hauschka, 2015; Park, Xiang, Josiam, & Kim, 2014). However, to date, the mechanisms through which content generated by the specific type of users known as social media influencers or digital influencers (Kapitan & Silvera, 2016; Zhang, Moe, & Schweidel, 2017) affects followers have been overlooked in tourism studies (Ge & Gretzel, 2018). Social media influencers represent ‘a new type of independent third-party endorser who shapes audience attitudes through blogs, tweets, and the use of other social media’ (Freberg, Graham, McGaughey, & Freberg, 2011, p. 90). Recognised as opinion leaders, they are able to increase the influence of the information they receive and transmit to others (Jalilvand, 2017, Uzunoğlu & Kip, 2014). Studies in fields other than tourism, such as culture (Magno, 2017) and fashion (Halvorsen, Hoffmann, Coste-Manière, & Stankeviciute, 2013), have documented the increasing relevance of digital influencers and the mechanisms through which they affect the formation of their followers’ attitudes and decisions. This research note intends to advance knowledge on this issue in tourism.
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