Influencer Marketing and its Effectiveness in the Lodging Sector

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Title: Influencer Marketing and its Effectiveness in the Lodging Sector
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Description: The rise of social media influencers as a vehicle to reach consumers is a developing addition to the marketing mix. The purpose of this honors thesis is to determine if boutique hotel brands can benefit from the use of micro-influencer marketing to reach more potential guests than through their own social media accounts. The research methodology to test the hypothesis is participant observation and content analysis within Instagram as the research environment. Three boutique hotels within Nashville, Tennessee were chosen to compare influencer effectiveness rates against to determine the validity of the hypothesis. The importance of this research is to understand the level of effectiveness associated with investing in social media influencer marketing for boutique hotels. Keywords: Boutique Hotels, e-Word of Mouth, Influencer Marketing, Micro-Influencers, Brand, Honors Thesis Advisor : Dr. Susan Ryan, PhD.
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Contributor: Clevenger, Kendall M. (Author), California University of Pennsylvania. Honors Program.
Date: 2022-04-20
Type: Text
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Identifier: cali:2252
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