Unraveling the power of social media influencers: Qualitative insights into the role of Instagram influencers in the hospitality and tourism industry

Abstract

In today's dynamic marketing landscape, brands are increasingly leveraging social media influencers (SMIs) as a potent strategy to foster consumer engagement. However, despite escalating interest, there remains a significant knowledge gap regarding the drivers that foster consumer engagement with SMIs, and, importantly, the downstream ramifications of such engagements. This study delves deep into the motivations driving consumers to follow SMIs and the subsequent outcomes arising from such following behaviors, focusing on Instagram influencers in hospitality and tourism. Through the synergistic utilization of the antecedents-decisions-outcomes (ADO) organizing framework, qualitative interviews, and the laddering technique, we discerned the pivotal factors that enhance the efficacy of brands and Instagram influencers in optimizing consumer engagement. Crucially, we unearthed the interplays among various combinations of antecedents and outcomes of consumer engagement with SMIs within hospitality and tourism, enabling brands to engage in specific strategic pathways to realize the desired benefits of leveraging SMIs.