Traveler segmentation through Instagram Fashion Influencers. Mirror Tourist as a new segment consumer group

Sánchez-Amboage, Eva, Castellanos-García, Pablo and Crespo-Pereira, Verónica

Journal of Retailing and Consumer Services, 2024, vol. 78, issue C

Abstract: Influencer marketing is an increasingly significant research topic, but there is a research gap when it comes to utilizing data from social media influencers' online community to identify novel consumer groups through market segmentation. To achieve this, a case study of 50 Instagram Fashion Influencers (IFIs) worldwide was carried out. Through a step-by-step analysis of market segmentation, the research obtained data from over 74 million followers of selected influencers, and through a logit analysis, ultimately identified a previously undiscovered type of tourist consumer: the Mirror Tourist (MT).

Keywords: Tourism marketing; Influencer marketing; Instagram; Fashion influencer; Market segmentation; Traveler segmentation; Customer inspiration; Mirror tourist; Lifestyle (search for similar items in EconPapers)
Date: 2024
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:78:y:2024:i:c:s0969698924000316

DOI: 10.1016/j.jretconser.2024.103735

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