Building a Travel Influencer Brand Using Instagram Tools

Bakanauskas Paulius () and Kisieliauskas Justinas ()
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Bakanauskas Paulius: MBA from Vytautas Magnus University, graduate student of the Faculty of Economics and Management. S. Daukanto str. 28, Kaunas, Lithuania.
Kisieliauskas Justinas: PhD, Vice-dean of theFaculty of Economics and Management, Vytautas Magnus University, Lithuania. S. Daukanto str. 28, LT-44248, Kaunas, Lithuania. Phone: +370 37 327856.

Management of Organizations: Systematic Research, 2018, vol. 80, issue 1, 7-18

Abstract: The aim of this paper is to create and present a model which suggests what and how Instagram tools should be used by a new travel influencer trademark in order to create intangible values to become a brand. The paper presents the results of research on travel influencer brands and also the results of a travel influencer trademark created by the Traveler’s Child. In addition, types of visual content are introduced in order to differentiate content posted by brands and trademark. The authors include recommendations for travel influencer trademark owners on how to process through branding stages, while using Instagram tools so that to create intangible values, which would allow a trademark to become a brand.

Keywords: influencer marketing; social media; Instagram marketing; branding; travel industry; branding using social media tools; branding using Instagram tools; Instagram tools; travel influencer; travel influencer marketing; travel influencer branding (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:morgsr:v:80:y:2018:i:1:p:7-18:n:1

DOI: 10.1515/mosr-2018-0010

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