Social Media Influencers, Content and Tourism: A Study for the Swan Valley Wine Region

Kristina Georgiou () and Jeremy Galbreath
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Kristina Georgiou: Curtin University
Jeremy Galbreath: Curtin University

A chapter in Technology Advances and Innovation in Wine Tourism, 2023, pp 31-45 from Springer

Abstract: Abstract Grounded in uses and gratifications theory (UGT), this exploratory study examines how social media influencers (SMIs) relate to content in tourism campaigns. Conducted on behalf of the Swan Valley wine region in Western Australia and using in-depth interviews with 13 SMIs based in Singapore, three themes emerged from the data. First, to satisfy their own personal psychological and intrinsic needs, SMIs engage in a variety of content. Second, when a brand requires or expects user action and engagement, SMIs will more carefully or selectively use content. Lastly, SMIs demonstrate that they tailor certain types of content to the specific social media platform used. Theoretical as well as practical contributions are offered. We end the chapter with a conclusion.

Keywords: Marketing; Social media; Social media influencers; Tourism; Uses and gratifications; Wine (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-19-8277-4_3

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DOI: 10.1007/978-981-19-8277-4_3

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