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Influencer marketing has been trending over the years with an increasing number of companies from diverse industries adopting this practice in order to reach their target audience. This is particularly the case in the tourism sector. However, the tourism industry has been drastically marked by the covid-19 pandemic and people became more reluctant to travel during such a crisis. In that regard, this research investigates the impact of travel influencers on Millennials and Gen Z’s travel attitude and travel intention considering the post-covid conditions. Based on an experimental design, this study proves the potential of these internet celebrities to influence one’s travel attitude and travel intention. Nevertheless, the perceived risk of covid-19 and the number of covid-19 cases in a destination can considerably change the effect of influencers on travel-related decisions. Furthermore, this research expands the influencer marketing literature in the field of tourism and draws some managerial implications to help professionals to better take advantage of this practice in the current situation.

Influencer marketing --- Travel influencers --- Tourism --- Perceived risk of covid-19 --- Number of covid-19 cases --- Sciences économiques & de gestion > Marketing

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Social media influencers rule the world! Gone are the days of worshipping movie stars and athletes only for their talent. Everyday people are fast becoming the new celebrities and thus influencers for Millennials and Generation Z. In the past few years, social media influencers dominate pop culture and brands are eager to work with them to build their brands. From music to gaming; from fashion to sports; from wellness to lifestyle branding there are more than 50 million people calling themselves "creators" and many are influencers amassing a highly engaged community. For brands, what are the most effective ways to identify and cultivate influencers and support content creation? This book is for anyone who wants to understand the landscape of influencer marketing with an eye for collaborations between influencers and companies. Perfect for brand managers and agency professionals, up and coming influencers, and students wanting to enter this exciting field of marketing, this book combines practical advice and examples with an overview of the academic insights to date. Topics include creators and the creator economy, typology of influencers, how to work with them, considerations for campaign design and implementation. Celebrity 2.0: The Role of Social Media Influencer Marketing to Build Brands is a great primer to the influencer marketing ecosystem and the influencer marketing relationship framework to learn how content marketing, native advertising and content marketing all come together.

Branding (Marketing) --- Marketing. --- Internet personalities. --- Influencer marketing. --- Social media influencer. --- Influencers. --- Content marketing. --- Native advertising. --- Influencer marketing agencies. --- Influencer marketplaces. --- Authenticity. --- Expertise. --- Trust. --- Source credibility. --- Social media. --- Internet marketing. --- Social influence.