{"title":"Trouble in paradise? Collaboration behavior and ethics of micro-influencers in the hospitality industry","authors":"Zhuowei(Joy) Huang , Giancarlo Fedeli , Mingming Cheng","doi":"10.1016/j.jhtm.2024.03.005","DOIUrl":null,"url":null,"abstract":"<div><p>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.</p></div>","PeriodicalId":51445,"journal":{"name":"Journal of Hospitality and Tourism Management","volume":"59 ","pages":"Pages 25-35"},"PeriodicalIF":7.6000,"publicationDate":"2024-03-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Hospitality and Tourism Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S1447677024000251","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 0
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.
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.