Follow, Like, Travel ? Individual differences in engagement with sponsored travel influencer content

Juliette Passebois-Ducros () and Florence Euzéby ()
Additional contact information
Juliette Passebois-Ducros: IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux
Florence Euzéby: NUDD - Usages du Numérique pour le Développement Durable - ULR - La Rochelle Université, ULR - La Rochelle Université

Post-Print from HAL

Abstract: Partnering with social media influencers on Instagram has proven successful in reaching consumers where they are. As influencer marketing progresses, it is important to understand what drive audience to engage with influencer contents. Engagement, as an outcome of influencer content, has been understudied in marketing literature, with researchers yet to explore the extent to which it impacts attitude. This work studies the antecedents to engagement with influencer's publications focusing on two underexplored dimensions, the perceived interest of the publication and the perception of its advertising nature. The results of the experiment implemented indicate that the perceived interest of an SMI's content significantly reinforces engagement with sponsored contents, especially among individuals who are open to brands being present in SMI content and when the transparency of this content is perceived as high. Managerial and theoretical implications are then discussed.

Date: 2025-09-25
References: Add references at CitEc
Citations:

Published in 10th Advances in Tourism Marketing (ATMC) Conference, Sep 2025, Heraklion, Greece

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05614883

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().