Resumen de Influence marketing as a communication strategy: a case study of the hotel sector
Maria Costa, Cristina M. S. Estevão, Helena Alves
In an era in which the Internet and its use prevails, various entities do not neglect the potential that the first offers. Namely, the hospitality industry bets on social networks to present its services and captivate audiences. One of the communication strategies that hotels resort to is, therefore, influencer marketing, taking advantage of features such as the visibility and notoriety of digital influencers, to communicate their brand in a positive and appealing way. The general objective of this study is based on the understanding and analysis of the way in which hotel units' resort to influencer marketing, namely the visibility and notoriety of influencers, as a communication strategy that increases the notoriety of their brand, attracts customers, and find out if it promotes engagement. Methodologically, the interview survey of three individuals responsible for the communication of the hotel units was used to achieve the objectives of the study. From the results achieved, we were able to see that all the hotels resort to influencer marketing and achieve positive results.
