Biodigital Influencers in Tourism Marketing: A Social media Marketing System Analysis of Industry Practitioner Perspectives

Marie-Nathalie Jauffret, Yousra Hallem and Frédéric Aubrun ()
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Marie-Nathalie Jauffret: UniCA - Université Côte d'Azur
Yousra Hallem: INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics
Frédéric Aubrun: INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics, MARGE - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon

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Abstract: The emergence of influencer marketing has brought about a significant shift in how brands engage with consumers. The innovative use of human-like "biodigital" influencers has significantly increased because they offer unique advantages over traditional human influencers. This research aims to clarify the influence of such biodigital influencers on tourism marketing and the implications of this technological shift in the social media marketing system (SMMS). A face-to-face international qualitative study among 55 professionals across 31 countries explored the potentiality of biodigitalisation in tourism marketing. Results indicate that the main perceptions toward biodigitalisation range between optimism, caution and scepticism, without notable adverse impacts on corporate economic and social macromarketing. The predominantly favourable view of biodigitalisation indicates that investors, tourist managers, and marketers should consider biodigitalisation as a strategic technological advancement to enhance their innovative and transformational potential.

Date: 2025-05-26
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Published in Journal of Macromarketing, 2025, Online ahead of print. ⟨10.1177/02761467251336762⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:inserm-05368628

DOI: 10.1177/02761467251336762

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