Abstract
Abstract The aim of this research is to understand the role played by social media influencers in consumers’ decision-making processes concerning hotels. To achieve this general objective, the following specific aims were defined: (1) to understand the profile of the micro-influencers that share user generated content (UGC) about hotels and the main networks within which they operate; to this end, a study was made by means of interviews to ascertain the profiles of 16 unpaid micro-influencers who share content about Portuguese hotels, and (2) to adopt the information acceptance model (IACM) put forward by Erkan and Evans (2016), to examine the influence of electronic word of mouth (eWOM) in social media on cosumer's behaviour intention in hotel industry, based on the profile of 166 consumers who follow these micro-influencers. Findings suggest that micro-influencers play a significant role in terms of influencing consumer purchase decision-making in the hospitality area; about 79% of surveyed consumers who follow micro-influencers’ content feel their choice is influenced and consider that the contents shared enable consumers to form an idea of what their stay will be like, due to some of the micro-influencers’ characteristics. The adoption of the IACM model demonstrates that the credibility of eWOM information positively affects the usefulness of the information. However, the quality of eWOM information, needs of eWOM information, and attitudes toward eWOM have a medium effect on the usefulness of eWOM information, but also in the attitudes toward eWOM and usefulness of eWOM in the adoption of eWOM information. The followers’ behavioural intentions are strongly explained by their attitudes toward eWOM information and adoption of eWOM information.
Highlights
The development of technology and the Internet has changed consumers’ decision-making processes, the way they make their purchases, and how they interact and communicate with other people
All share content about hotels, and some share about lifestyle, fashion, food, and technology. Their shared contents represent real experiences, and they choose the hotels they share on a completely personal basis, using criteria such as the quality of the experience, the quality/price ratio, good accessibility for people with reduced mobility, and hotels that value concepts that differ from the norm
After analysing the results obtained, the objectives set at the beginning can be said to have been met, and it is possible to state that micro-influencers already play a significant role regarding influence on consumer purchase decision making in the hotel area
Summary
The development of technology and the Internet has changed consumers’ decision-making processes, the way they make their purchases, and how they interact and communicate with other people These days, consumers use social networks and the Internet to share their experiences and opinions, to find information about products or services, and to make purchases online (Katawetawaraks & Wang, 2011). Influencers’ shared online content, principally on hotels and destinations, has positively affected purchase decisions in the hotel and tourism sector, as when consumers intend to make a trip, they normally use digital media to search for ideas or information about the destination or the hotel Shared multimedia content, such as photos and videos, helps the consumer to imagine the hotel or destination and overcomes the intangibility of online shopping (Terttunen, 2017; Xu & Pratt, 2018)
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