Trouble in paradise? Collaboration behavior and ethics of micro-influencers in the hospitality industry

IF 7.6 1区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM
Zhuowei(Joy) Huang , Giancarlo Fedeli , Mingming Cheng
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Abstract

This research is to examine consumers' perceptions and responses to the exchange between social media micro-influencers and hospitality businesses in “collaboration” scenarios. Two studies are designed in series with qualitative and quantitative research methods. Study I uses YouTube comments to identify four dimensions of people's ethical perceptions of social media micro-influencers collaboration behavior. Study II follows up and designs a 2 × 2 experiment to empirically examine consumers' cognitive and behavioral responses to micro-influencers collaboration behavior. Findings of this study indicate that consumers tend to dislike micro-influencer's “collaboration” behavior, though their responses differ between the four scenarios designed in the study. In particular, micro-influencer's comments (positive or negative) have more salient impacts on consumers' responses to micro-influencers, compared with business owners' responses to the collaboration behavior (accept or decline). It considers the transformative impacts of social media and the collaboration phenomenon in hospitality settings, and extends the application of equity theory by including the third party's perspectives of social media users.

Abstract Image

天堂里的麻烦?酒店业微影响力的合作行为与道德规范
本研究旨在考察消费者对社交媒体微影响力者与酒店企业在 "合作 "场景下进行交流的看法和反应。本研究采用定性和定量研究方法,设计了两项系列研究。研究 I 利用 YouTube 评论来确定人们对社交媒体微影响力合作行为的四个道德认知维度。后续研究 II 设计了一个 2 × 2 实验,实证检验消费者对微影响力合作行为的认知和行为反应。研究结果表明,消费者倾向于不喜欢微影响力者的 "合作 "行为,但在研究设计的四个场景中,消费者的反应有所不同。特别是,与企业主对合作行为的反应(接受或拒绝)相比,微影响力者的评论(正面或负面)对消费者对微影响力者的反应有更突出的影响。该研究考虑了社交媒体和合作现象在酒店业环境中的变革性影响,并通过纳入社交媒体用户的第三方视角扩展了公平理论的应用。
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来源期刊
CiteScore
13.30
自引率
8.40%
发文量
177
审稿时长
45 days
期刊介绍: Journal Name: Journal of Hospitality and Tourism Management Affiliation: Official journal of CAUTHE (Council for Australasian Tourism and Hospitality Education Inc.) Scope: Broad range of topics including: Tourism and travel management Leisure and recreation studies Emerging field of event management Content: Contains both theoretical and applied research papers Encourages submission of results of collaborative research between academia and industry.
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