How does the relationship between travel influencers and their followers, through social media, influence consumer behavior on current societal issue? / Clémence CHAMBEYRON / 2021

Titre : How does the relationship between travel influencers and their followers, through social media, influence consumer behavior on current societal issue? Type de document : Mémoire Auteurs : Clémence CHAMBEYRON, Auteur Année de publication : 2021 Importance : 32 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management COMPORTEMENT DU CONSOMMATEUR ; INFLUENCEUR ; RESEAU SOCIAL ; TOURISME SECTEUR Résumé : This article explores the way in which travel influencers influence consumers in terms of social issues in their purchasing behavior in the tourism sphere. This study will therefore focus on travel influencers present on social media, and particularly on the social media Instagram, as well as on their followers. The objective of this article is to help travel influencers to understand the expectations of consumers, of their followers regarding social themes so that they can know if they are in adequacy with them or if they must adjust. Indeed, the objective is to guide travel influencers in their content creation strategy that they will share on social media so that they meet consumers' expectations, that they grow their community and therefore their business. This article aims to be a tool in their trade to help them progress. The other objective is on the consumer's side since he will be able to know the point of view of the travel influencers on this research question as well as to see if these opinions are shared or not by the other consumers. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538662