Influencer impact factor: Modelling a new indicator for the tourism sector

L'impact factor des Influenceurs: Modélisation d'un nouvel indicateur pour le secteur du tourisme

Caroline Beltran (), Melissa Coumelongue, Miriam Scaglione () and Rodolfo Baggio
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Caroline Beltran: UA - Université d'Angers, Esthua Faculté de Tourisme, Culture et Hospitalité, GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - Institut Agro Rennes Angers - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement
Melissa Coumelongue: UPVD - Université de Perpignan Via Domitia, IAE Perpignan - Institut d'Administration des Entreprises - Perpignan - UPVD - Université de Perpignan Via Domitia, CRESEM - Centre de Recherche sur les Sociétés et Environnements en Méditerranées - UPVD - Université de Perpignan Via Domitia

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Abstract: Today, there is a 48% probability that travel planning is influenced by User-Generated Content (UGC)—content created by individuals rather than companies—since it is perceived as a more authentic source of information. Social media and influencers therefore play a key role in inspiring and shaping decisions for a tourist stay. Influencer marketing, widely recognized as a dominant and significant paradigm on social media, is considered the most likely to shape the future of social network marketing (Vrontis et al., 2021). Influence campaign performance is generally assessed using metrics such as the number of views, post reach, and engagement rate. This paper aims to propose an alternative model for evaluating an influencer campaign by using network analysis techniques. Based on data from three influencer campaigns conducted for tourist destinations on the social network Instagram, our study proposes the construction of a unique composite indicator, referred to as an "impact factor," generated through an algorithm. This indicator scores an individual's influence by integrating both their credibility (authority score) and their visibility (hub score). Our work thus allows, through the examined cases, the mapping of influence networks, the evaluation of the quality of relationships within an influencer campaign—not just their quantity—and the identification of the most suitable influential individuals for a digital marketing campaign.

Keywords: Influencer marketing; Impact factor; Perceived credibility; Visibility; Network analysis techniques.; Marketing d'influence; Impact factor; Crédibilité perçue; Visibilité; Techniques d'analyse réseau (search for similar items in EconPapers)
Date: 2025-05-20
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Published in 12ème conférence annuelle de l’AFMAT - Management et politiques touristiques, Quels enjeux pour les acteurs des destinations en transition ?, AFMAT (Association Française de MAnagement en Tourisme), May 2025, Saint-Denis Réunion Réunion, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05094013

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