Role of social media influencers on marketing of sustainable hotels: gratification and the parasocial interaction perspective

Abstract

ABSTRACT Based on the concepts of gratification and parasocial interaction (PSI), we explore the effect of social media influencers on consumer behaviors in the marketing of sustainable hotels on Instagram (IG). We derive insights from 792 valid responses of consumers residing in the U.S. and analyze their behaviors and perceptions as related to both sustainable hotels and the leveraging of Instagram as a marketing tool. Through structural equation modeling, the findings of this study show that gratification increases consumer community commitment to IG through PSI. Moreover, PSIs positively influence consumer behaviors, such as booking intention, word of mouth (WOM) and electronic word of mouth (eWOM), through IG community commitment. Finally, the expertise of social media influencers strengthens consumer commitment to the IG community. The trustworthiness of social media influencers also strengthens consumer booking intentions.