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Assessing the Power of Social Media Influencers: A Comparison Between Tourism and Cultural Bloggers

Assessing the Power of Social Media Influencers: A Comparison Between Tourism and Cultural Bloggers

Fabio Cassia, Francesca Magno
Copyright: © 2019 |Pages: 18
ISBN13: 9781522578567|ISBN10: 1522578560|ISBN13 Softcover: 9781522593430|EISBN13: 9781522578574
DOI: 10.4018/978-1-5225-7856-7.ch009
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MLA

Cassia, Fabio, and Francesca Magno. "Assessing the Power of Social Media Influencers: A Comparison Between Tourism and Cultural Bloggers." Predicting Trends and Building Strategies for Consumer Engagement in Retail Environments, edited by Giuseppe Granata, et al., IGI Global, 2019, pp. 169-186. https://doi.org/10.4018/978-1-5225-7856-7.ch009

APA

Cassia, F. & Magno, F. (2019). Assessing the Power of Social Media Influencers: A Comparison Between Tourism and Cultural Bloggers. In G. Granata, A. Moretta Tartaglione, & T. Tsiakis (Eds.), Predicting Trends and Building Strategies for Consumer Engagement in Retail Environments (pp. 169-186). IGI Global. https://doi.org/10.4018/978-1-5225-7856-7.ch009

Chicago

Cassia, Fabio, and Francesca Magno. "Assessing the Power of Social Media Influencers: A Comparison Between Tourism and Cultural Bloggers." In Predicting Trends and Building Strategies for Consumer Engagement in Retail Environments, edited by Giuseppe Granata, Andrea Moretta Tartaglione, and Theodosios Tsiakis, 169-186. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-7856-7.ch009

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Abstract

Despite the rapidly increasing popularity of social media influencers and of influencer marketing, academic and managerial knowledge on this phenomenon is still limited. The purpose of this chapter is to examine to what extent cultural and tourism social media influencers are able to influence their followers' consumption decisions. In particular, the chapter provides new evidence based on data collected among 341 followers of hospitality and tourism bloggers and 208 followers of cultural bloggers in Italy. By comparing the results from the two subsamples, conclusions about the effectiveness of bloggers in the two contexts are drawn. Based on the findings, some avenues for future research and some practical guidelines for social media influencers are suggested.

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