| Titre : |
To what extent does the popularity of Instagram influencers positively impact the OBBE of tourism hotel brands? |
| Type de document : |
Mémoire |
| Auteurs : |
Louise MARAGE, Auteur |
| Année de publication : |
2020 |
| Importance : |
33 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
RESEAU ; INFLUENCEUR ; TOURISME ; IMAGE DE MARQUE
|
| Résumé : |
In the tourism and hospitality sectors, Instagram is an incredible window and influencers are valuable tools for brands looking for a broader visibility. This social media has notably deeply reshaped the way hotels enhance their brand's value through influencers by positively stimulating brand awareness and brand perception in consumers' mind. As a result, this Seminar Paper aims at answering the research question: to what extent does the popularity of Instagram influencers positively impact the observer-based brand equity (OBBE) of tourism hotel brands? Through a quantitative study, several hypotheses were analyzed to verify: if the relationship between influencers' popularity and OBBE is positive and if it can be moderated by the brand familiarity, the age of the observer or its identification to the influencer. The results of the paper were not significant to confirm neither a positive relationship between influencers' popularity and OBBE, nor a moderating effect of the age of the observer on this relationship. However, a mean's analysis validates that the brand familiarity can moderate the effect. Finally, we have found that the observer's identification to the influencer moderates the effect only in certain cases. |
| Programme : |
PGE-Rouen |
| Spécialisation : |
Marketing - Parcours Brand Development |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531052 |
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To what extent does the popularity of Instagram influencers positively impact the OBBE of tourism hotel brands? / 2020 
