The Role of Micro-Influencers in the Consumer Decision-Making Process in the Hospitality Field

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.

Training Concerns of Micro-influencers on Advertising and Marketing

“…Despite the social and academic prominence of influencers, especially those with fewer than 100,000 followers, this profile remains relatively understudied. Previous research has characterized micro-influencers as women with graduate education who engage in this activity as a hobby primarily on the Instagram social network (Peres & Silva, 2021). This study aligns with this profile, featuring respondents who are predominantly female, aged between 25 and 44, and possess undergraduate and graduate degrees.…”

“…While there have been investigations into advertising agencies, there’s a need for deeper insights into influencers as message emitters. For this questionnaire, some variables from a study on micro-influencers by Peres and Silva (2021) were adapted. This study involved qualitative interviews with 16 micro-influencers and quantitative surveys with 166 consumers in the hotel industry.…”

“… Source: Compiled by the authors. Adapted from: Childers et al (2019); Sanz-Marcos et al (2019); Smolak and López (2020); Peres and Silva (2021); and Icmedia (2021).…”

“…The debate on the value of influencers with smaller audiences began only a few years ago, and scientific production on micro-influencers is still incipient (Casaló et al, 2020). Peres and Silva (2021) emphasize that unpaid content creators in the lifestyle and fashion sector, primarily young women, remain largely unknown in terms of their education, even though brands actively collaborate with them to reach consumers. Alongside such data, certain studies underscore the challenges of sustaining a career as a micro-influencer (Villegas-Simón et al, 2022).…”

“…They excel in fostering engagement by establishing intimate connections with their audiences, often perceived as more authentic and credible (Conde & Casais, 2023). Peres and Silva (2021) shed light on this subgroup, revealing that many micro-influencers are women with graduate degrees who juggle other professions and operate independently of influencer agencies. This underscores the lack of formal professionalization within their field.…”