Short Abstract
A significant portion of today’s marketing is done through social media influencers, that is, through bloggers with established online credibility in a certain area who are recognized and followed by a sizable online audience. In the travel and hospitality industry, the influencer marketing is primarily done through Instagram due to its emphasis on visual images rather than texts. Covid-19 related travel restrictions and shrinking social media advertisement in travel industry have heavily impacted travel influencers, reducing their income and forcing many out of business. We present the outcomes of a study of the top 150 online travel influencers. The analysis is based on 11,000 photographs and texts published in two time periods before and during COVID-19 epidemics. We found that COVID-19 has induced transformative changes in the influencers’ online behavior reflected in changes in their posting frequency, themes, and expressed emotions.
Type of Submission
Paper Presentation
Location
Gran Canaria
Recommended Citation
Kirilenko, Andrei; Emin, Katarzyna; and Tavares, Karen, "Instagram travel influencers coping with covid-19 travel disruption" (2023). ITSA 2022 Gran Canaria - 9th Biennial Conference: Corporate Entrepreneurship and Global Tourism Strategies After Covid 19. 42.
https://docs.lib.purdue.edu/itsa/ITSA2022/ITSA2022/42
Participation
Attend the conference at Gran Canaria in person.
Previous Versions
Included in
Instagram travel influencers coping with covid-19 travel disruption
Gran Canaria
A significant portion of today’s marketing is done through social media influencers, that is, through bloggers with established online credibility in a certain area who are recognized and followed by a sizable online audience. In the travel and hospitality industry, the influencer marketing is primarily done through Instagram due to its emphasis on visual images rather than texts. Covid-19 related travel restrictions and shrinking social media advertisement in travel industry have heavily impacted travel influencers, reducing their income and forcing many out of business. We present the outcomes of a study of the top 150 online travel influencers. The analysis is based on 11,000 photographs and texts published in two time periods before and during COVID-19 epidemics. We found that COVID-19 has induced transformative changes in the influencers’ online behavior reflected in changes in their posting frequency, themes, and expressed emotions.
https://docs.lib.purdue.edu/itsa/ITSA2022/ITSA2022/42
Comments
I am not sure if this is the correct place to submit the full paper. I submit the full paper here and the extended abstract for publication in proceedings as an attached file.