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The Impact of Social Media Influencers on Irish
Consumers in the Tourism Industry
Submitted by
Laoise McDermott
A dissertation presented in partial fulfilment of the requirements for the Bachelor of Science
in Tourism Marketing
Presented to the School of Hospitality Management and Tourism, Technological University
Dublin, Cathal Brugha Street.
Supervisor: Dr Patrick Horan
March 2019
Word Count:
10,274
i
Declaration
I certify that this dissertation, which I now submit for examination for the award of BSc in
Tourism Marketing is entirely my own work and has not been taken from the work of others
and to that extent such work has been cited and acknowledged within the text of my work.
I certify that the primary research undertaken as part of this dissertation is entirely my own
work. This dissertation was prepared according to the regulations of the Technological
University Dublin and has not been submitted in whole or in part for an award in any other
Institute or University.
The Technological University has permission to retain, lend or copy this dissertation in whole
or in part, on condition that any such use of the material of the dissertation be duly
acknowledged.
Signed: _____________________________ Date: _____________________
ii
Abstract
With the increase in social media influencers being present across multiple social media
channels, there has been a rise in businesses utilising them as their latest marketing tool. The
research was conducted to satisfy a gap in literature for which little attention has been given to
the area of examining the impact social media influencers have on Irish consumers when
searching for information on tourism products. A positivism philosophy approach using a
quantitative method was used for this research. Subsequently, a questionnaire was created
using Google forms and completed by 206 respondents from Ireland. The findings exposed that
Irish consumers have a low level of trust with social media influencers. However, the research
further uncovered that Irish consumers are influenced by social media influencers with more
affordable tourism aspects, more so than those that are deemed to be costly. Furthermore, it
was discovered that females are influenced more when they are younger, whereas males
become more influenced as they become older. Lastly, the research uncovered that Instagram
was the social media channel best used to influence Irish consumers as it was the most effective
as portraying images. The findings suggest that social media influencers do have an impact on
Irish consumers to a certain extent.
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Acknowledgements
Firstly, I would like to thank my supervisor, Dr Patrick Horan for his continued guidance
throughout this process. Thank you for replying to my emails no matter the time of day, and
for believing in my topic from the very beginning. Your kind words and anecdotes helped me
immensely.
To my Mam and Dad. Without your continued support, love and reassurance I would not be
where I am today. Thank you to my brother Oisin for kindly offering to proofread this
dissertation, and to my brother Pearce and sister Treasa for simply existing.
To Cian McCaffrey-Wall for his love and support and helping motivate me to complete my
dissertation through providing food.
To the girls; Katie for always looking on the bright side of this whole process; Danielle for
always giving us a laugh; and Claire for your consistent phone calls of panic and support tied
into one, I don’t know where I’d be without you. You’re a great bunch and we’ve had a laugh
right up until the final word. Thank you for everything.
And lastly to myself for managing to complete this dissertation after five long years in Dublin.
In the wise words of Paddy Horan,
“Let it Rip”
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Table of Contents
Chapter One ............................................................................................................................. 1
1.1 Introduction .......................................................................................................................... 2
1.2 Research Rationale............................................................................................................... 2
1.3 Aim and Objectives.............................................................................................................. 2
1.4 Chapter Outline .................................................................................................................... 3
1.4.1 Chapter One - Introduction ........................................................................................... 3
1.4.2 Chapter Two - Literature Review ................................................................................. 3
1.4.3 Chapter Three - Methodology ....................................................................................... 3
1.4.4 Chapter Four - Findings ................................................................................................ 3
1.4.5 Chapter Five - Analysis ................................................................................................ 3
1.4.6 Chapter Six - Conclusions and Recommendations ....................................................... 3
Chapter Two ............................................................................................................................. 4
2.1 Introduction .......................................................................................................................... 5
2.2 Web 1.0 to Web 2.0 ............................................................................................................. 5
2.3 Social Media ........................................................................................................................ 6
2.3.1 Social Media Marketing ................................................................................................ 7
2.4 Consumer Decision Making Process ................................................................................... 7
2.4.1 Information Search........................................................................................................ 7
2.5 Context of Social Influence and Influencers ........................................................................ 8
2.5.1 Influencer Marketing .................................................................................................. 10
2.6 Conclusion ......................................................................................................................... 12
Chapter Three ........................................................................................................................ 13
3.1 Introduction ........................................................................................................................ 14
3.2 Research Question and Objectives..................................................................................... 14
3.3 Research Rationale............................................................................................................. 14
3.4 Research Philosophy .......................................................................................................... 15
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3.5 Research Approach ............................................................................................................ 15
3.5.1 Primary Research .................................................................................................... 15
3.5.2 Secondary Research ................................................................................................ 16
3.5.3 Questionnaire .......................................................................................................... 16
3.5.4 Sampling ................................................................................................................. 16
3.5.5 Pilot Questionnaire.................................................................................................. 17
3.6 Data Analysis ..................................................................................................................... 18
3.7 Limitations ......................................................................................................................... 18
3.8 Ethical Consideration ......................................................................................................... 18
3.9 Conclusion ......................................................................................................................... 19
Chapter Four .......................................................................................................................... 20
4.1 Introduction ........................................................................................................................ 21
4.2 Survey Findings ................................................................................................................. 21
4.2.1 Age of respondents ..................................................................................................... 21
4.2.2 Gender of respondents ................................................................................................ 22
4.2.3 Employment status ...................................................................................................... 22
4.2.4 Highest level of education .......................................................................................... 23
4.2.5 Martial status ............................................................................................................... 23
4.2.6 Frequency of use of Social Media Channels............................................................... 24
4.2.7 Social Media Influencers ............................................................................................ 24
4.2.8 Which channel is most influential? ............................................................................. 27
4.2.9 Use of Social Media Influencers ................................................................................. 28
4.2.10 Agreement with statements regarding Social Media Influencers ............................. 30
4.2.11 Level of influence when booking a holiday .............................................................. 31
4.2.12 Likelihood of visiting destination based on opinion vs pictures/videos ................... 31
4.2.13 Likelihood of trying tourism services ....................................................................... 32
4.3 Conclusion ......................................................................................................................... 33
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Chapter Five ........................................................................................................................... 35
5.1 Introduction ........................................................................................................................ 36
5.2 Objective One .................................................................................................................... 36
5.3 Objective Two .................................................................................................................... 39
5.4 Objective Three .................................................................................................................. 41
5.5 Conclusion ......................................................................................................................... 42
Chapter Six ............................................................................................................................. 43
6.1 Introduction ........................................................................................................................ 44
6.2 Objective One .................................................................................................................... 44
6.3 Objective Two .................................................................................................................... 45
6.4 Objective Three .................................................................................................................. 45
6.5 Recommendations for Future Research ............................................................................. 46
6.6 Conclusion ......................................................................................................................... 47
List of References ................................................................................................................... 48
References ............................................................................................................................... 49
Appendices .............................................................................................................................. 56
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List of Figures
Figure 1: Top Social Media Platforms used to employ influencer marketing in America
(Krasniak, 2016) ...................................................................................................................... 10
Figure 2: Sampling Techniques (Saunders et al., 2012) .......................................................... 17
Figure 3: Age of Respondents.................................................................................................. 21
Figure 4: Gender of Respondents ............................................................................................ 22
Figure 5: Employment Status of Respondents ......................................................................... 22
Figure 6: Highest Level of Education Completed by Respondents ......................................... 23
Figure 7: Martial Status of Respondents .................................................................................. 23
Figure 8: Do respondents follow Social Media Influencers?................................................... 24
Figure 9: Number of Social Media Influencers followed ........................................................ 25
Figure 10: Mean of Most Influential Channels ........................................................................ 27
Figure 11: Level of influence when booking a Holiday .......................................................... 31
Figure 12: Likelihood of visiting destination based on Opinion vs. Pictures/Videos ............. 31
Figure 13: Likelihood of trying tourism services .................................................................... 32
Figure 14: Tourism Services most likely to be tried based on Influencer ............................... 32
List of Tables
Table 1: Frequency of use of Social Media Channels ............................................................. 24
Table 2: Amount of Social Media Influencers followed on each channel ............................... 25
Table 3: Level of agreement with statements regarding those not following any Social Media
Influencers................................................................................................................................ 26
Table 4: How influential Social Media Influencer are on each channel .................................. 27
Table 5: Use of Social Media Influencers ................................................................................ 28
Table 6: Frequency of use of Social Media Influencers .......................................................... 29
Table 7: Level of agreement with statements following Social Media Influencers ................ 30
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Chapter One
Introduction
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1.1 Introduction
This chapter will provide an overview of the research that has been completed. The research
rationale will be justified, and the aims and objectives of the dissertation will then be outlined.
A brief synopsis of each chapter will be further discussed.
1.2 Research Rationale
There has been little research undertaken with regards to social media influencers in tourism
despite the increase in their popularity both on social media channels and as the latest marketing
tool. While social media influencers are often used to endorse products for businesses more so
than tourism products, tourism organisations are beginning to see their potential and are starting
to use them in their latest marketing campaigns. However, there is no research on measuring
the impact they truly have, especially within the Irish tourism market.
Thus, this study aims to research how much of an impact social media influencers have on Irish
consumers when searching for information on the tourism product to include holiday
destinations, restaurants, accommodation and travel methods.
1.3 Aim and Objectives
The research question for this dissertation is:
To investigate the impact of Social Media Influencers on Irish consumers during the
Information Stage of the Decision Making Process in the Tourism Industry
In order to achieve the research aim, the following objectives have been identified:
1. To investigate the level of influence Social Media Influencers have on Irish consumers
when researching tourism products
2. To determine whether particular demographics are more influenced to try a new tourism
service
3. To investigate which channels are the most successful at portraying a message from an
influencer to the Irish Consumer
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1.4 Chapter Outline
The dissertation consists of the following chapters.
1.4.1 Chapter One - Introduction
Chapter one includes a general introduction including the aims and objectives, and an overview
of each chapter.
1.4.2 Chapter Two - Literature Review
Chapter two provides a critical analysis of the literature to include Web 2.0; Social Media,
Social Media Marketing; the Consumer Decision Making Process with focus on the
Information Seeking Stage; Influencers and Influencer Marketing.
1.4.3 Chapter Three - Methodology
Chapter three identifies and justifies the selected philosophy of research, data collection
method, sampling selections, limitations of the research and ethics used during the research.
1.4.4 Chapter Four - Findings
Chapter four presents the findings of the primary research undertaken, which are further
displayed using graphs.
1.4.5 Chapter Five - Analysis
Chapter five presents an analysis of the findings collected from the primary research, which
will be cross-examined with the literature discussed in the secondary research. These will be
discussed under each objective.
1.4.6 Chapter Six - Conclusions and Recommendations
Chapter six draws up conclusions and makes recommendations for further research that could
be undertaken.
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Chapter Two
Literature Review
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2.1 Introduction
The purpose of this chapter is to critically analyse the current literature on the topic of social
media influencers, to include supporting literature on the development of Web 2.0, social media
and social media marketing. The literature review then focuses on the consumer decision
making process with a specific insight into the information seeking stage, which will then lead
to the critical analysis of the available literature on influencers and the emergence of influencer
marketing. The critical analysis of these existing academic sources will contribute to gaining
knowledge on the basis of this dissertation research question which is 'To investigate the impact
of Social Media Influencers on Irish Consumers during the information stage of the Decision
Making Process in the Tourism Industry'.
2.2 Web 1.0 to Web 2.0
Web 1.0 was the original stage of the World Wide Web, which consisted entirely of static web
pages connected by hyperlinks that did not provide any interactive content (Techopedia.com,
2018). Web 1.0 then revolutionised to become Web 2.0 which has resulted in the internet
becoming a useful medium that encourages users to share their own information, therefore
contributing to an increase in sources of travel information (Eichhorn et al., 2008).
The most prominent difference between Web 1.0 and Web 2.0 is that while content creators
were scarce in Web 1.0, anyone can contribute and create content in Web 2.0 (Cormode and
Krishnamurthy, 2008). Multiple technological advances were created to maximize the potential
for content creation (Cormode and Krishnamurthy, 2008). As a result of these advances, social
media channels were developed to include social networks, wikis and blogs which in turn
contribute to the collaboration, expanded knowledge and increased exchange of information
amongst all users (de Rosario et all., 2013).
The further development of Web 2.0 has reformed the internet into a resource 'characterised by
the participation and collaboration of users' (Hernández-Méndez et al., 2013). This has resulted
in the increase of potential consumers making purchasing decisions based on information they
have found on the internet (de Rosario at al., 2013).
Web 2.0 is a competitive tool for service sector organisations such as those in the tourism
industry (Perrigot et al. 2011). Furthermore, the authors consider Web 2.0 as one of the key
elements in attracting new customers and further enhancing the loyalty of current ones (Perrigot
et al. 2011). The internet has inevitably reshaped the distribution of travel related information
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and in turn how individuals plan for and consume travel (Buhalis and Law, 2008). Travel 2.0
has emerged as a result of Web 2.0, which sequentially has revolutionised the tourism industry
(Hernández-Méndez et al., 2013; Buhalis and Deimezi 2004; Miguéns, Baggio & Costa, 2008;
Kumar, Kumar and Mishra, 2015) and can be defined as the 'tourism and travel oriented Web
2.0' (Hernández-Méndez et al., 2013).
Berthon et al. (2012), Laroche et al. (2012a) and Michaelidou et al. (2011) all state that social
media was also created as a result of the development of Web 2.0. The establishment of Travel
2.0 and social media websites combined have allowed consumers to post and share their travel-
related experiences, opinions and comments, which in turn acts as an information source for
other tourism consumers (Xiang and Gretzel, 2010).
2.3 Social Media
Social media can be described as internet applications that contribute towards User Generated
Content (UGC) and facilitate social interaction between users online (Kirtis & Karahan, 2011;
Hanna et al., 2011; Zeng & Gerritsen, 2014). Websites such as Facebook, Instagram, Twitter
and YouTube were developed which allows users of the internet to not only view information
online, but also contribute to it (de Rosario et all., 2013). These sites have become a space for
users to share content of undertaken activities, places visited or personal experiences which are
often showcased through the users own photographs (Chlebus-Grudzień, 2018)
Social media have had a huge impact on the tourism industry (Xiang and Gretzel, 2010). As
tourism is an 'information intensive' industry, social media is an extremely vital source for
obtaining knowledge and is particularly relevant as a marketing tool (Hays et al., 2013). Social
media have influenced tourists in how they search for information, plan their holidays, share
their experiences, meet other travellers, engage with tourism providers and perceive
destinations (Gretzel, 2017; Pudliner, 2007). According to Statista (2018), it is estimated that
by 2019 there will be roughly 2.77 billion social network users around the world. This provides
a huge online market for tourism operators.
Buhalis and Deimezi, (2004) note that the interactive environment of social media as a result
of Web 2.0 improves the promotion of services in the tourism industry such as travel, hotels
and restaurants. This is because having a presence on social media permits direct
communication with potential consumers, which allows for a two-way conversation to take
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place between tourism businesses and their customers before, during and after their vacation
(Lim, 2010). Customers can directly communicate with tourism organisations whilst also being
able to discover information about the same organisation through other methods of online
communication. Thus, social media allows customers to be directly involved with the supply
and circulation of information which in turn can have a direct effect on the success or failure
of a tourism organisation (Tussyadiah & Zach, 2013).
Multiple researchers agree that social media assists consumers in planning their trip and
influences them to visit a destination (Simms, 2012; Lange-Faria and Elliot; 2012). This in turn
has led to the development of tourism businesses utilising social media marketing (Cha. 2009).
2.3.1 Social Media Marketing
O’Connor et al., (2016) describes Social Media Marketing as being a 'powerful marketing tool
which can be used to empower, engage and educate consumers about a product, service or
tourism destination. Many tourism businesses have recognized this and have invested in social
media marketing in order to reach customers and engage with them in 'real time' (O’Connor et
al., 2016). Tourism marketers are beginning to integrate social media channels into their
marketing mix strategies with the aim of maintaining their reputation online and
communicating with customers (Pike and Page, 2014; Hays et al., 2013). This in turn has
become a vital source of information for consumers when searching for information with
regards to tourism products.
2.4 Consumer Decision Making Process
The consumer decision making process (CDP) model is described as being a “road map of
consumers’ minds that marketers and managers can use to help guide product mix,
communication, and sales strategies” (Blackwell at al., 2007, p70). The model consists of five
stages that consumers go through when making purchasing decisions (Blackwell at al., 2007;
Solomon, 2017). These include: 1. Problem Recognition; 2. Information Search; 3. Evaluation
of Alternatives; 4. Product Choice and 5. Outcomes. Although each of the stages are important,
for the purpose of this literature review, a closer analysis will be undertaken for the second
stage of the decision making process, information search.
2.4.1 Information Search
During this stage, consumers begin seeking information from a variety of sources to satisfy
their needs. These sources can be categorised as (1) Marketer Dominated or (2) Non-Marketer
8
Dominated (Blackwell at al., 2007). Marketer dominated sources include advertisements,
websites and salespeople, where as non-marketer dominated sources include consumers family,
friends, the media and opinion leaders (Blackwell et al., 2007). With an increase in the internet
being used in relation to searching for tourism related information, it can be seen that social
media is essential during the information seeking stage as it provides consumers with an
informed decision (Pestek and Alic, 2017).
With regards to tourism, choosing a holiday destination involves large emotional investments.
The opportunity cost is irreversible as if a holiday goes wrong, that is often it for another year,
so the fear of failure is high (Koc, 2004). Holiday destinations are intangible and cannot be
tested prior to purchase. Therefore, it can be said that this level of risk when choosing a
destination will intensify information seeking (Koc, 2004) during the information seeking
stage.
The opinion leaders which were highlighted by Blackwell et al. (2007) combined with the
increase in social media (Pestek and Alic, 2017) has resulted in the emergence of online opinion
leaders (also known as online influencers) which are considered to be a new source of
information for consumers (Watts and Dodds 2007; Lyons and Henderson 2005).
2.5 Context of Social Influence and Influencers
The process through which an individual’s feelings, thoughts and actions are affected by other
people is known as social influence (Goldsmith & Goldsmith, 2011). There are multiple factors
that can affect whether an individual is influenced or not, with gender being one of them (Carli,
2001). Multiple studies have been conducted in the past regarding gender and social influence,
with a specific focus on the extent in which women and men are influenced by others (e.g.,
Eagly, 1978; Becker, 1986; Eagly & Carli, 1981). However, there has been no research
undertaken to investigate the extent to which gender plays a role in being influenced by
influencers with regards to tourism services.
Influencers are individuals who hold the power to affect people’s decisions due to their status,
knowledge or following (Gretzel, 2018). Influencers first started in the form of celebrities,
where marketers would use them to endorse products or services (Gretzel, 2018). Celebrity
endorsements benefited companies by capturing the audience’s attention, adding product and
brand credibility whilst raising brand awareness and increasing ad recall (Glover, 2009).
Glover (2009) goes on to further outline the importance of celebrity endorsements in tourism
9
marketing, stating that they can influence the destination image held by consumers, which can
influence them into choosing a particular destination. The impact of celebrity endorsements
has been documented extensively (McCartney & Pinto, 2014; Van der Veen & Song, 2014;
Yen & Teng, 2015). While celebrities continue to be influential towards consumers, the rise of
social media has given way to the production of social media influencers who are able to
influence based on their relevant content (Gretzel, 2018) which is perceived to be more genuine
(Pestek and Alic, 2017).
Pestek and Alic (2017) consider social media influencers to be a progression of celebrity
endorsements. The authors contrast the two by describing celebrity endorsements as simply
attaching a celebrity’s image to a campaign or a brand, where as social media influencers
provide a more intimate method of marketing by providing their content through their own
personality. Many followers would consider influencers as friends and people they know as a
result of the influencers sharing so much of their real life with them (Pestek and Alic, 2017).
Social media influencers can be defined as popular social media accounts, personalities, blogs
etc. whose work is to endorse or review products of different brands (Nandagiri and Philip,
2018). Freberg et al. (2011) consider social media influencers to be an independent third-party
endorser who affect consumer’s attitudes through the use of social media channels. De Veirman
et al. (2017) similarly refer to a social media influencer as a user of social media who gained a
large following, established credibility and whose high reach and authenticity can lead to
impact and persuasion in interaction with their following. They have gained this influence
through time and engagement in the relationship between themselves and their followers
(Pestek and Alic, 2017). A social media influencers huge source of appeal is that the informal
and casual tone of their content and communication makes them approachable and gives them
an authentic vibe which makes consumers feel like they are close with them (Pestek and Alic,
2017).
De Veirman, Cauberghe and Hudders (2017) describe influencers as "trustworthy opinion
leaders". De Veirman, Cauberghe and Hudders (2017) further state that due to higher
credibility and authenticity, Influencers are considered to be more effective than traditional
advertising tactics. As a result of this, combined with the rise of social media, becoming an
influencer has become a profession for some, with businesses beginning to see the potential
they hold (Nandagiri and Philip, 2018). These businesses are increasingly using influencers to
share particular messages engaging the businesses brand to their audiences in return for
10
rewards, which is referred to as influencer marketing (Gretzel, 2018; Hearn & Schoenhoff,
2016; Lu, Chang, & Chang, 2017).
2.5.1 Influencer Marketing
Carter (2016) defines influencer marketing as “a rapidly growing industry that attempts to
promote products or increase brand awareness through content spread by social media users
who are considered to be influential” (p.2). Brown and Hayes (2008) further define influencer
marketing as promoting brands through the use of key individuals who wield influence over
potential consumers. Audrezet, de Kerviler and Guidry Moulard (2018) state that marketers in
the US that are familiar with Influencer Marketing consider it to be the second most effective
promotional strategy, rating 7.56 on a 10-point scale.
Social influencers have a strong online presence usually over multiple accounts. There are
many different social media channels for influencers to use to post content and opinions, which
can be utilised by tourism businesses. The most popular social media platforms that marketers
use to employ influencer marketing in America which was researched by Krasniak (2016) can
be seen below.
Figure 1: Top Social Media Platforms used to employ influencer marketing in America (Krasniak, 2016)
Krasniak's (2016) findings have been further reiterated through research from numerous
scholars. While each platform has their strengths, Pestel and Alic (2017) state that the
promotion of travel destinations works most effectively on a visual basis, which is why
Instagram and YouTube have become popular channels for tourism promotion as videos and
pictures of a trip can convey a more detailed experience. This is further supported by Casaló,
45%
48%
59%
70%
70%
89%
0% 20% 40% 60% 80% 100%
Snapchat
Blogs
YouTube
11
Flavián and Ibáñez-Sánchez (2018) who state that Instagram is the social media channel that
is used most by influencers. The authors continue to say that the engagement rate on Instagram
is higher than that of other social media channels, making it even more beneficial.
De Veirman, Cauberghe and Hudders (2017) also support Krasniak (2016) by outlining that as
Instagram is a social media channel that provides users with photo and video sharing
possibilities, it serves as an effective eWOM source as brands and products can be visually
captured and further named in the photos caption. Furthermore, Casaló, Flavián and Ibáñez-
Sánchez (2018) state that Instagram offers businesses the chance to post content that is
aesthetically pleasing that focuses mainly on visuals which is ideal for influencer marketing.
12
2.6 Conclusion
The author identified a lack of academic literature relating to the measurable impact of social
media influencers, particularly in the tourism industry. This can be somewhat expected as
influencer marketing is such a recent development. However, there is an abundance of research
portraying social media influencers as a trustworthy, credible, genuine source of information.
The literature also shows that more businesses are beginning to utilise social media influencers
as their latest marketing tool.
Despite this, there is lack of hard data to show the level of influence social media influencers
actually have on consumers when endorsing tourism products. The author aims to discover this
level of impact on Irish consumers, along with some other questions that stem from this topic.
The method chosen to answer these objectives will be further discussed in the following
chapter.
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Chapter Three
Methodology
14
3.1 Introduction
In the previous chapter, primary research was analysed and the author identified a gap in the
literature relating to the impact of social media influencers on the Irish Market with relation to
the tourism product. The purpose of this chapter is to discuss the methods used in order to
conduct the author’s research. It outlines the research question and objectives, the research
rationale, research philosophy, research approach and what tools will be used. The sampling
selections will be discussed and how the data will be analysed. This chapter will also briefly
outline the limitations to the data collection and ethical considerations.
3.2 Research Question and Objectives
Through the analysis of the existing literature, the following question has been developed
To investigate the impact of Social Media Influencers on Irish Consumers during the
Information Stage of the Decision Making Process in the Tourism Industry
The following aims have been developed to help answer this question
1. To investigate the level of influence Social Media Influencers have on Irish Consumers
when researching tourism products
2. To determine whether particular demographics are more influenced to try a new tourism
service
3. To investigate which channels are the most successful at portraying a message from an
influencer to the Irish Consumer
3.3 Research Rationale
With the recent growth of social media influencers, it is interesting to see how they gain such
a large following and essentially create a brand based solely on themselves, which in turn leads
to more business utilising them as their latest marketing tool.
The author discovered when analysing the literature for the previous chapter, that there was a
lack of literature about social media influencers endorsing tourism products, and no research
on measuring the impact they truly have, especially within the Irish market. Social media
influencers have been frequently used to endorse products for businesses more so than services
in the tourism industry.
15
It is for these reasons combined that the author felt compelled to research how much of an
impact social media influencers have on Irish consumers, with a specification on the tourism
product to include holiday destinations, restaurants, accommodation, and travel methods.
3.4 Research Philosophy
According to Collis and Hussey (2014, p. 43), the research paradigm is a ‘philosophical
framework that guides how scientific research should be conducted’. The two main
philosophical research methods are interpretivism and positivism (Malhotra, Birks & Wills,
2010; Saunders, Lewis and Thornhill, 2012; Brotherton, 2008).
Interpretivism focuses on fact, meaning and understanding (Carson et al., 2001) Interpretivism
is therefore associated with qualitative research (Saunders et al., 2012) as the findings are
derived from the interpretation of the results (Collis and Hussey, 2014). On the contrary, Collis
and Hussey (2014, p. 44) outline that theories under positivism ‘provide the basis of
explanation, permit the anticipation of phenomena, predict their occurrence and therefore allow
them to be examined’. It is for this reason that positivism is associated with quantitative data
analysis as it is based on the collection and analysis of highly structured statistical data (Collis
and Hussey, 2014; Saunders et al., 2012).
While interpretivism focuses on exploring the data to gain an interpretive understanding,
positivism focuses on measuring data (Collis and Hussey, 2014). It is for this reason that the
author has chosen to use a positivism approach in conducting their research as the question
looking to be answered is focused more on ‘what’ happens rather than ‘why’ it happens.
3.5 Research Approach
As previously mentioned, positivism is related to quantitative research. According to Malhotra,
Birks and Wills (2012), quantitative research consists of techniques that are used to quantify
data and apply a form of measurement and statistical analysis.
3.5.1 Primary Research
Gratton & Jones (2010) define primary research as “research that has involved the collection
of data specific to that particular research project” (p.8). According to Collis and Hussey (2014)
primary data is collected from an original source, such as surveys, interviews or focus groups.
16
The author has decided to choose survey questionnaires as the method for collecting the
primary data required for the purpose of this dissertation.
3.5.2 Secondary Research
While primary research is essential for investigating new theories, it is not sufficient on its
own. It is for this reason the author conducted secondary research by exploring the existing
literature on the topic chosen for this dissertation which was showcased in Chapter Two. This
literature has given the author an understanding for the topic being researched and will further
be used in conjunction with the findings for further analysis.
3.5.3 Questionnaire
According to deVaus (2002), a questionnaire is the term given to data collection methods where
all participating subjects answer the same set of questions in the same predetermined order.
There are many types of questionnaires to include self-completed questionnaires, which can be
distributed via the web or post, interviewer-completed questionnaires, structured interviews or
telephone questionnaires (Saunders et al., 2012).
For the purpose of this dissertation, the author has chosen to use self-completed questionnaires
which will be created using Google Forms and will subsequently be distributed via web-based
applications such as Facebook, Instagram, Twitter, LinkedIn, Snapchat and WhatsApp.
As the topic of this dissertation is in relation to social media influencers, online questionnaires
were deemed to be the most appropriate to use in order to reach a target audience who have
access to social media. While this may seem biased, it was important for the respondents who
answered to have access to social media in order to be in contact with social media influencers.
This sampling method, known as judgemental sampling, will be further discussed in the next
section.
3.5.4 Sampling
According to Walliman (2001), the data that is collected from the questionnaires distributed
should represent the entire population, with the phrase ‘population’ being used to describe the
total body of people under consideration for statistical purposes (Collis and Hussey, 2014). The
population for this dissertation are individuals living in Ireland. Due to there being limitations
in time and resources, a sample was chosen to best represent the entire population. A sample
is ‘a group of individuals chosen to participate in a research study because they are
representative of a larger population’ (Kolb, 2008, p.33).
17
There are two methods of sampling techniques, probability and non- probability (Saunders et
al., 2012) which can be seen in Figure 2.
For the purpose of this dissertation, non-probability sampling was used. Molhotra et al., (2012)
clarifies that non-probability is based on the researcher’s judgement rather than by chance.
Doyle (2011) goes on to further say that non-probability can result in some members of the
population being chosen more so than others as the respondents are chosen subjectively. The
author chose non-probability sampling as it was required for the respondents to be present on
Social Media in order to come into contact with social media influencers. Convenience
sampling was used by distributing the questionnaires online through Facebook, Instagram,
Twitter, LinkedIn, Snapchat and WhatsApp to people that the author knew. Snowball sampling
was then used as the author requested for respondents to share the questionnaire with others.
This resulted in the author being able to reach a wider audience.
3.5.5 Pilot Questionnaire
Pilot testing of questionnaires refers to testing the questionnaire on a small sample of
participants for the purpose of improving the questionnaire by identifying and eliminating
potential problems (Malhotra et al., 2012) which in turn should improve the response rate and
the validity of data (Oliver, 2014). The author decided to distribute the questionnaire online to
five participants in order to gain feedback. As a result of the pilot testing a small number of
errors were identified and changed.
Figure 2: Sampling Techniques (Saunders et al., 2012)
18
3.6 Data Analysis
Data analysis is important to retrieve vital information from raw data that is collected (Cooper
& Schindler, 2011). The author used the Windows Office programme Excel and the software
package ‘Statistical Package for the Social Sciences’ (SPSS) to analyse the data. Excel and
SPSS enable the recording, calculation, analysis and interpretation of collected data and also
the process of designing graphs and charts (Brotherton, 2008). The author collected the data
via Google Forms, analysed the findings, interpreted the results and presented them in the
findings chapter using multiple tables and graphs. The author then further discussed the
findings in the analysis chapter and developed conclusions and recommendations.
3.7 Limitations
The author faced a number of limitations when conducting this research. Firstly, the research
was conducted as a requirement of an undergraduate dissertation which meant that time was a
factor which limited the research. Secondly, when the author analysed the findings it was
discovered that there were no respondents in the 55-64 or 65+ brackets. This hindered the
results as the insights of these demographics were not able to be analysed. Thirdly, as the
questionnaires were distributed online through social media channels, as stated earlier this
could lead to bias. However, it was essential for respondents to be present on social media in
order to be in contact with social media influencers.
3.8 Ethical Consideration
It is imperative that researchers consider the ethics when conducting their research. The ethics
will vary depending on the sensitivity of the topic being asked. Bell and Bryman (2007) outline
that the following principles should be followed:
1. No physical or psychological harm will be caused to the participants
2. The researcher will respect the dignity of the participants
3. The researcher will inform consent to the participants and ensure they are aware it is
voluntary
4. The researcher will ensure and respect the privacy, anonymity and confidentiality of its
participants
In accordance to these guidelines, an ethical approach has been followed through this research.
19
3.9 Conclusion
The methodology chapter discussed the research approach undertaken. A positivist approach
using quantitative techniques was chosen. Online questionnaires were selected as the
appropriate tool to collect the data, and these will be distributed online using social media
channels such as Facebook, Instagram, Twitter, Snapchat, LinkedIn and WhatsApp. The
sampling method was outlined, and non-probability was chosen, with snowball and
convenience being the methods used. A brief outline of how the data will be analysed was
given, along with any limitations that were encountered along the way. Ethical considerations
were also taken into deliberation.
20
Chapter Four
Findings
21
4.1 Introduction
The purpose of this chapter is to present the findings from the 206 questionnaires that were
collected during the primary research process which were carried out from the 16th - 25th
February 2019. The aim of the research was to discover the impact social media influencers
have on Irish consumers when searching for information on tourism products. The
questionnaires used were created online using Google Forms which were then distributed
online through social media channels including Facebook, Instagram, Snapchat, Twitter,
LinkedIn and WhatsApp. The results have been compiled to easily showcase the findings. This
was achieved through the use of Google Forms, as it supplied percentages and charts when
analysing the responses, and further through Microsoft Excel.
4.2 Survey Findings
The survey that was distributed online consisted of 18 questions with the sole purpose to answer
the aims of this dissertation. The findings that were collected from the 206 questionnaires will
now be outlined with several diagrams to better illustrate them.
4.2.1 Age of respondents
In question 1, respondents were asked what age bracket they fell under. The majority (70.9%)
of respondents were between 18-24, while 22.8% were between 25-34, 4.4% were between 35-
44 and 1.9% were between 45-54. No respondents were recorded for the 55-64 and 65+ age
brackets.
Figure 3: Age of Respondents
18-2470.8%
25-3422.8%
35-444.4%
45-541.9%
N = 206
22
4.2.2 Gender of respondents
The respondents were asked to state what gender they identified as. Out of the 206 responses,
69.4% were female, 30.1% were male and 0.5% identified as a gender other than male or
female.
Figure 4: Gender of Respondents
4.2.3 Employment status
The questionnaire then asked what the respondent’s current employment status was. 50% of
respondents were students, 46.1% were employed, 3.4% were self-employed and 0.5% were
homemakers. No respondents were recorded as retired or unable to work.
Figure 5: Employment Status of Respondents
Female69.4%
Male30.1%
Other0.5%
N = 206
Student50.0%
Employed46.1%
Self -Employed3.4%
Homemaker0.5%
N = 206
23
4.2.4 Highest level of education
Question 4 asked the respondents what the highest level of education was they had completed.
Out of the 206 responses, 1.5% had no schooling completed, 35.4% completed the Leaving
Certificate, 9.2% had completed Trade/Technical/Vocational Training, 47.1% completed a
Bachelor’s Degree, and 6.8% completed a Master’s Degree. No respondents were recorded for
completing a Doctorate Degree.
Figure 6: Highest Level of Education Completed by Respondents
4.2.5 Martial status
Question 5 asked the respondents what their current marital status was. 50% of respondents
were single, 43.7% were in a relationship, 5.8% were married and 0.5% were divorced. No
respondents were recorded for being widowed. This is because of the young response rate.
0.0%
1.5%
6.8%
9.2%
35.4%
47.1%
0% 10% 20% 30% 40% 50%
Doctorate Degree
No Schooling Completed
Masters Degree
Trade/Technical/Vocational Training
Leaving Certificate
Bachelors Degree
Percentage of Respondents
Leve
l of
Edu
cati
on
N = 206
50.0%
43.7%
5.8%0.5% 0.0%
0%
10%
20%
30%
40%
50%
60%
Single In aRelationship
Married Divorced Widowed
Per
cen
tage
of
Res
po
nd
ents
Martial Status N = 206Figure 7: Martial Status of Respondents
24
4.2.6 Frequency of use of Social Media Channels
Question 6 of the questionnaire asked respondents ‘How often would you use the following
Social Media channels/platforms?’ The statistics presented in Table 1 show the findings of the
respondents where N=206. Instagram came out as being used most often, with a combined total
of 80.6% of respondents stating that they either frequently or very frequently use the Social
Media Channel. Tumblr came out as the least used Social Media Channel, with a combined
total of 68.5% of respondents saying they either very rarely or rarely used the app.
Very
Rarely
Rarely Occasionally Frequently Very
Frequently
N/A
Facebook 6.3% 7.3% 23.3% 30.6% 31.1% 1.3%
Instagram 4.4% 0.5% 10.7% 17.0% 63.6% 3.9%
YouTube 5.3% 10.7% 25.7% 31.6% 26.2% 0.5%
Snapchat 11.2% 8.3% 13.6% 15.5% 43.7% 7.8%
Twitter 30.1% 11.2% 17.0% 7.3% 19.9% 14.6%
Tumblr 58.3% 10.2% 2.9% 0% 0.5% 28.2%
Pinterest 49.5% 13.6% 11.2% 3.4% 1.0% 21.4%
Table 1: Frequency of use of Social Media Channels
4.2.7 Social Media Influencers
In this section, several questions will be discussed. Question 7 asked the respondents do they
follow any social media influencers. Out of the 206 responses, 81.1% of respondents said yes
while 18.9% said no.
Figure 8: Do respondents follow Social Media Influencers?
Yes81.1%
No18.9%
N = 206
25
Those who answered yes were then asked in question 8 how many social media influencers
they currently follow. It was discovered that 29.2% follow between 1-5, 31.6% follow between
6-10, 12.3% follow between 11-15 and 26.9% follow 16+.
Figure 9: Number of Social Media Influencers followed
Respondents were then asked in question 9 what channels they followed the social media
influencers on, and if any the amount. The results can be seen in Table 2.
None Some Quite a few A lot N/A N=
Facebook 43.5% 44.1% 8.7% 2.5% 1.2% N=161
Instagram 3.6% 10.8% 21.1% 63.3% 1.2% N=166
YouTube 28.8% 27.5% 17.5% 22.5% 3.8% N=160
Snapchat 29.4% 37.5% 15.6% 12.5% 5.0% N=160
Twitter 53.5% 21.4% 10.1% 4.4% 10.7% N=159
Tumblr 78.5% 1.9% 0% 0% 19.6% N=158
Pinterest 79.9% 0.6% 0.6% 0% 18.9% N=159
Blog 63.5% 16.4% 4.4% 1.9% 13.8% N=159
Table 2: Amount of Social Media Influencers followed on each channel
The Social Media Channel that the respondents follow the most social media influencers on is
Instagram, with 84.4% saying they follow either quite a few or a lot. On the contrary, the
Social Media Channel that the respondents follow no social media influencers on is Pinterest,
with 79.9% of respondents saying they follow none.
1 to 529.2%
6 to 1031.6%
11 to 1512.3%
16+26.9%
N = 206
26
Question 10 was directed at the 18.9% of respondents who answered ‘No’ to question 7.
These respondents were asked ‘How strongly do you agree/disagree with the following
statements about why you don't follow any Social Media Influencers?’ The results are
presented in Table 3 where N=39.
Strongly
Disagree
Disagree Neither
Agree or
Disagree
Agree Strongly
Agree
Not
interested in
them
2.6% 7.7% 7.7% 25.6% 56.4%
Doubtful of
how reliable
they are
10.3% 5.1% 15.4% 25.6% 43.6%
They’re
annoying
5.1% 10.3% 7.7% 33.3% 43.6%
Prefer to
follow
friends/family
5.1% 7.7% 15.4% 10.3% 61.5%
Feel their
opinion is
only because
they get paid
7.7% 12.8% 20.5% 23.1% 35.9%
Table 3: Level of agreement with statements regarding those not following any Social Media Influencers
The main two reasons why the respondents didn’t follow social media influencers were that
they preferred to follow friends/family (61.5%) and they were not interested in them (56.4%).
27
4.2.8 Which channel is most influential?
Respondents were asked in question 11 ‘On a scale of 1-5 (with 1 being no influence and 5
being substantial), how influential do you think Social Media Influencers are on each
channel?’ The responses can be seen in Table 4 where N=206.
1 2 3 4 5 Mean
Facebook 23.3% 32.5% 29.6% 10.7% 3.9% 2.4
Instagram 3.9% 2.9% 9.2% 20.9% 63.1% 4.5
YouTube 8.3% 7.3% 23.3% 25.2% 35.9% 3.7
Snapchat 16.0% 13.1% 22.8% 32.5% 15.5% 3.2
Twitter 27.2% 19.4% 30.1% 16.0% 7.3% 2.3
Tumblr 62.1% 19.4% 15.0% 2.4% 1.0% 1.6
Pinterest 57.8% 17.5% 16.5% 5.3% 2.9% 1.8
Blogs 31.1% 16.5% 24.8% 15.5% 12.1% 2.6
Table 4: How influential Social Media Influencer are on each channel
Instagram came out as the most influential with a mean of 4.5, followed by YouTube with a
mean of 3.7. This was then followed by Snapchat with a mean of 3.2 and then Blogs with a
mean of 2.6. Facebook came out as fifth most influential with a mean of 2.4, while Twitter
closely followed with a mean of 2.3. The second least influential was Pinterest with a mean of
1.8 while Tumblr was deemed the least influential channel for social media influencers to be
on, with a low mean of 1.6.
Figure 10: Mean of Most Influential Channels
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Instagram YouTube Snapchat Blogs Facebook Twitter Pinterest Tumblr
Mea
n o
f in
flu
ence
Social media channels
28
4.2.9 Use of Social Media Influencers
Question 12 asked respondents how likely they would be to use social media influencers in
certain situations. The findings are displayed in Table 5.
Definitely
Not
Probably
Not
Unsure Probably Definitely Mean
A source of
information
17.5% 18.9% 10.7% 41.2% 11.7%
Inform you
about a
product
10.2% 9.7% 11.1% 47.6% 21.4%
Inform you
about a
service
10.2% 11.2% 10.7% 50.5% 17.5%
Inform you
about a
destination
10.2% 11.7% 11.2% 44.2% 22.8%
Table 5: Use of Social Media Influencers
29
Respondents were asked in Question 13 how often they would use social media influencers in
the following circumstances. The findings are displayed in Table 6.
Never Rarely Occasionally Often Very Often
To view their
opinion
16.5% 21.4% 29.6% 26.2% 6.3%
To view the
videos/photos
they post
9.7% 7.8% 20.4% 34.5% 27.7%
Because they
are a reliable
source
22.3% 34.5% 31.6% 11.2% 0.5%
Because you
trust their
opinion
19.4% 24.8% 38.3% 16.0% 1.5%
Because you
relate to
them
17.5% 20.9% 35.0% 21.4% 5.3%
Table 6: Frequency of use of Social Media Influencers
30
4.2.10 Agreement with statements regarding Social Media Influencers
Respondents were asked in question 14 how strongly they agreed with the following statements
regarding social media influencers. The findings are represented in Table 7.
Strongly
Disagree
Disagree Undecided Agree Strongly
Agree
Social Media
Influencers
are not
credible
3.4% 22.3% 39.8% 25.7% 8.7%
I am doubtful
of their
information
0.5% 22.8% 28.2% 37.4% 11.2%
I am doubtful
it is their true
opinion
1.5% 11.2% 26.7% 41.3% 19.4%
I do not care
about what
they have to
say
4.9% 35.9% 29.1% 17.5% 12.6%
I prefer
information
from
friends/family
1.9% 5.8% 17.0% 38.3% 36.9%
I prefer
information
from other
online sources
3.4% 14.1% 28.2% 35.0% 19.4%
Table 7: Level of agreement with statements following Social Media Influencers
31
4.2.11 Level of influence when booking a holiday
Question 15 asked respondents ‘How influential would you say Social Media Influencers are
to you when booking a holiday?’ It was discovered that 38.3% of respondents answered ‘A
little’, 29.6% of respondents answered ‘None at all’, 20.9% answered ‘A moderate amount’,
9.7% answered ‘A lot’ and only 1.5% answered ‘A great deal’.
Figure 11: Level of influence when booking a Holiday
4.2.12 Likelihood of visiting destination based on opinion vs pictures/videos
Question 16 asked respondents how likely they would be to visit a destination based on a social
media influencers opinion. Question 17 then asked respondents how likely they would be to
visit a destination based on a social media influencer posted images/videos. The findings for
these two questions are displayed and compared in Figure 13.
A little38.3%
None at all29.6%
A moderate amount20.9%
A lot9.7%
A great deal1.5%
N = 206
19.9%18.0%
31.6%28.2%
2.4%
15.0%17.0%
22.8%
38.8%
6.3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Very Unlikely Unlikely Neither Unlikelyor Likely
Likely Very Likely
Per
cen
tage
of
Res
po
nd
ents
Level of likelihood
Opinion Posted Images/Videos N = 206
Figure 12: Likelihood of visiting
destination based on Opinion vs.
Pictures/Videos
32
4.2.13 Likelihood of trying tourism services
Respondents were asked in question 18 what tourism service they would be most likely to try
based on a Social Media Influencer.
From further analysis, the tourism products most likely to be tried based on a Social media
Influencer were restaurants, pubs/nightclubs and natural tourism products. Holiday destination,
accommodation and travel method were least likely to be tired.
52.4% 51.5% 51.5%48.5% 47.6%
42.8%
34.5% 33.5%
21.9%
0%
10%
20%
30%
40%
50%
60%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Never Not likely Somewhat Likely Likely Very Likely N = 206
Figure 13: Likelihood of trying tourism services
Figure 14: Tourism Services most likely to be tried based on Influencer
33
4.3 Conclusion
The respondents profiled showed mainly to be females in the 18-24 age bracket. Majority were
students, with the highest level of education completed being a Bachelor’s Degree.
Instagram came out as being the most used Social Media Channel, with a combined total of
80.6% of respondents stating that they either frequently or very frequently use the Social
Media, with Facebook coming in second position with 61.7% respectively. Tumblr came out
as the least used app, with a combined total of 68.5% of respondents saying they either very
rarely or rarely use the Social Media Channel.
The findings showed that 81.1% of respondents stated that they did follow social media
influencers, with the majority following 6-10 influencers. The social media channel that most
respondents followed influencers on was Instagram, while Pinterest had the least. It is
interesting to note that 43.5% of respondents answered to following none on Facebook, despite
it being the second most used social media channel. Additionally, the findings showed that the
main two reasons for the respondents who didn’t follow any social media influencers was
because they preferred to follow friends/family or they were not interested in them.
The findings further showed that the respondents believed that Instagram had the potential to
be the most influential social media channel, while Tumblr was the least influential. Facebook
was considered to be the fifth most influential channel, which further supports the respondents
who said they did not follow influencers on Facebook.
The findings from question 12 showed that while 69% of respondents would use a social media
influencer to inform them about a product and 68% would use them to inform them about a
service. Moreover, 67% stated that they would use a social media influencer to inform them
about a destination. Additionally, the findings showed that respondents would be most likely
to use a social media influencer to view their photos/videos. However, only 0.5% of
respondents would use social media influencers as they were a reliable source and 1.5% would
use them as they would trust their opinion.
The findings showcased that 60.7% of respondents agreed that they were doubtful it was the
influencers true opinion, but 40.8% still cared about what influencers had to say. Additionally,
75.2% of respondents agreed that they preferred information from friends/family.
34
In relation to booking a holiday, the findings showed that 67.9% of respondents either didn’t
use social media influencers at all or only a little. Whereas 30.6% said they would use them
either a moderate amount or a lot.
When comparing question 16 and 17, the findings showed at respondents would be more likely
to visit a destination based on a social media influencers posted pictures/videos rather than their
opinion. Additionally, the findings showed that the tourism service most likely to be tried based
on a social media influencer would be restaurants with a combined likely and very likely
response of 52.4%.
The next chapter will discuss the analysis of the findings.
35
Chapter Five
Analysis
36
5.1 Introduction
This chapter will address the research objectives by discussing the findings and comparing
them to the literature reviewed in Chapter Two. The author further utilised SPSS to cross-tab
main finding results with each other to gather in-depth detail and give more insight into the
meaning of the results. These will also be discussed.
5.2 Objective One
To investigate the level of influence Social Media Influencers have on Irish Consumers
when researching tourism products
According to Gretzel (2018), social media influencers are able to influence based on their
relevant content. A social media influencers main source of appeal is that the informal and
casual tone of their content and communication makes them approachable and gives them an
authentic vibe which makes consumers feel like they are close with them (Pestek and Alic,
2017).
Pestek and Alic (2017) perceive Influencers to be genuine, while De Veirman, Cauberghe and
Hudders (2017) describe influencers as "trustworthy opinion leaders". De Veirman, Cauberghe
and Hudders (2017) further state that due to higher credibility and authenticity, Influencers are
considered to be more effective than traditional advertising tactics. However, through further
analysis of the findings collected, it was discovered that the level of trust is low with Influencers
as only 0.5% of respondents would use social media influencers as they were a reliable source
When asked how frequently they would use social media influencers to view their opinion,
37.9% responded 'Never' or 'Rarely', with only 6.3% saying they would actively seek an
influencers opinion. Additionally, 60.7% of respondents both agreed or strongly agreed to
being doubtful of influencers opinions, with 34.4% agreeing that they were not credible. The
reasoning for this can be echoed through De Veirman, Cauberghe and Hudders (2017) beliefs
that online media has increased the difficulty in determining credible sources, while assessing
a digital source for its credibility is more difficult in comparison to face-to-face interaction.
This is further echoed in the primary research when 37.8% of respondents stated that they were
unlikely to visit a destination based on an influencers opinion. However, it was unveiled
through further analysis of the primary research that respondents would be more likely to visit
a destination based on an influencers posted photos/videos rather than their opinion. Pestel and
37
Alic (2017) outlined that the promotion of travel destinations works most effectively on a visual
basis, as videos and pictures of a trip can convey a more detailed experience. The finding that
45.1% of respondents said they were 'Likely' or 'Very Likely' to visit a destination based on an
influencers posted photos/videos further supports this literature.
While Pestek and Alic (2017) stated that many followers would consider influencers as friends
and people they know as a result of them sharing so much of their lives with them, it was
discovered that influencers were still not as influential as actual friends or family. It was
discovered that 75.2% or respondents would prefer their information from friends or family
and 54.4% would prefer information from other online sources.
Buhalis and Deimezi, (2004) convey that the interactive environment of social media improves
the promotion of services in the tourism industry such as restaurants. This is supported through
the findings as when respondents were asked the likelihood of trying different tourism products
based on a Social Media Influencer, restaurants came out as the most likely to be tried with
52.4% of respondents saying they would be 'Likely' or 'Very Likely' to try a restaurant based
on an Influencer. This was closely followed by Pubs/Nightclubs and Natural Tourism Products
with 51.4% of respondents saying they would be 'Likely' or 'Very Likely' to try them based on
an Influencer.
Choosing a holiday destination involves large emotional investments. Koc (2004) outlines that
the opportunity cost is irreversible as if a holiday goes wrong, that is often it for another year,
so the fear of failure is high. Holiday destinations are intangible and cannot be tested prior to
purchase. Therefore, it can be said that this level of risk when choosing a destination will
intensify information seeking (Koc, 2004). Through the findings, it was discovered that holiday
destination, accommodation and travel method were the three least likely to be tried.
Therefore, it can be argued that Irish consumers feel that influencers are not a reliable enough
source to book the main components of a holiday, as the fear of failure is so high, and would
prefer to look for more credible sources such as friends, family or other online sources.
To summarise, it was discovered that while Irish tourism consumers would be likely to use
influencers as a source of information, the level of trust is considered to be low, which contrasts
the literature. Respondents would prefer their information from other sources including friends,
family and online. The literature also outlined that booking a holiday can involve high
opportunity cost as the fear of failure is high, which may be the reason Irish consumers do not
feel comfortable to rely solely on a Social Media Influencer while booking a holiday
38
destination, accommodation or travel method as they don’t deem them as a credible enough
source. This is due to the level of trust being lower than what was outlined in the literature.
With that being said, 81.1% of respondents say they follow social media influencers and it was
discovered that they are still interested in influencers photos and videos as part of their search,
which shows an opportunity for future Tourism Marketers.
39
5.3 Objective Two
To determine whether particular demographics are more influenced to try a new tourism
service
While multiple studies have been conducted in the past regarding gender and social influence,
with a specific focus on the extent in which women and men are influenced by others (e.g.,
Eagly, 1978; Becker, 1986; Eagly & Carli, 1981) the author was unable to find any literature
regarding which demographic would be most inclined to try a tourism service based on a Social
Media Influencer. From further analysis using cross tabulations on SPSS, the author discovered
a trend in the findings which will be discussed.
From conducting the findings, it was discovered that 81.1% of respondents said they followed
social media influencers. Of this 81.1%, it was revealed that 95.5% of Females aged 18-24 said
they followed influencers. It was expected that there would be more people following social
media influencers than not, but it was not expected for such a high percentage of respondents
to say they followed social media influencers.
By using SPSS to conduct cross-tabulations of question 1, question 2 and question 18, the
author was able to perform further analysis of the findings. It was unveiled that 30% of females
aged 18-24 were more likely to try a destination in comparison to 17.1% males aged 18-24. On
the contrary, 26.1% of males aged 25-34 were more likely to try a destination in comparison
to 12.5% of females aged 25-34 based on social media influencers. This can be seen in
Appendix D.
Restaurants came out as being the most likely to be tried based on an Influencer. When this
was further analysed using SPSS, it was discovered that 22.7% of females aged 18-24 and 33%
of females aged 25-34 were either likely or very likely to try a restaurant endorsed by an
Influencer in comparison to only 8.6% of males aged 18-24 and 13% of males aged 25-34 who
agreed. However, it was revealed that males in the 35-44 and 45-54 categories were more
influenced than females when it came to trying a restaurant based on an Influencer. This would
indicate that while younger females were shown to be more likely to try a restaurant based on
an Influencer, males were more influenced as they grew older. This can be seen in Appendix
E.
When asked ‘How influential would you say Social Media Influencers are to you when booking
a holiday?’ 9.7% of respondents replied 'A Lot'. While this figure appeared to be low, through
40
further analysis using SPSS, it was discovered that males aged 18-24 and 25-34 were more
likely to be influenced rather than females in the same age categories, with 11.4% of males
aged 18-24 and 17.4% of males aged 24-34 saying social media influencers would influence
them a lot in comparison to only 8.2% of females aged 18-24 and 8.3% of females aged 25-24
who agreed with the same statement. This can be found in Appendix F.
When asked would the respondents visit a destination based on an influencers opinion, it
showed that 35.4% of females ages 18-24 said either 'Likely' or 'Very Likely' in comparison to
25.8% of males aged 18-24 saying the same. Whereas in contrast, 21.7% of males aged 25-34
said 'Likely' or 'Very likely' in comparison to 20.9% of females aged 25-34 saying the same.
This can be seen in Appendix G.
To summarise, from further analysis of the findings it was discovered that with regards to
destination, restaurants and an influencers opinion, females were more influenced at a younger
age. However, as the respondents aged, the males became more influenced. Therefore, the
author can conclude that young female consumers aged 18-24 tend to be more susceptible to
try a tourism product endorsed by an Influencer, whereas males tend to become more
influenced as they age.
41
5.4 Objective Three
To investigate which channels are the most successful at portraying a message from an
influencer to the Irish Consumer
According to Casaló, Flavián and Ibáñez-Sánchez (2018), Instagram is the social media
channel that is used most by influencers. This is supported by the findings that the channel
respondents follow the most social media influencers on is Instagram, with 84.4% saying they
follow either quite a few or a lot.
De Veirman, Cauberghe and Hudders (2017) state that as Instagram is a social media channel
that provides users with photo and video sharing possibilities, it serves as an effective eWOM
source as brands and products can be visually captured and further named in the photos caption.
As mentioned earlier, Pestel and Alic (2017) state that the promotion of travel destinations
work most effectively on a visual basis, which is why Instagram and YouTube have become
popular channels for tourism promotion as videos and pictures of a trip can convey a more
detailed experience. The findings support this literature as it was discovered that respondents
felt that Instagram is the most influential social media channel for social media influencers to
be on, with YouTube coming in second. Furthermore, Casaló, Flavián and Ibáñez-Sánchez
(2018) state that Instagram offers businesses the chance to post content that is aesthetically
pleasing that focuses mainly on visuals which is ideal for influencer marketing. This can be
beneficial in particular to natural tourism sites such as waterfalls, beaches and other scenery.
When the findings were further analysed using SPSS, it was discovered that younger females
followed more influencers on Instagram than older females. This was mirrored by the findings
of males as it was discovered that as males got older they also followed less influencers on
Instagram. However, it was still discovered that across all age groups, Instagram was the
channel that respondents followed most social media influencers on in comparison to the other
social media channels listed.
Therefore, it was discovered through the findings that Instagram is deemed to be the most
influential channel for social media influencers to be on. This finding is supported by existing
literature which emphasises the visual aspect of the social media channel as being the main
contributing attribute for its success.
42
5.5 Conclusion
To conclude, it was discovered that while Irish tourism consumers would be likely to use social
media influencers as a source of information, the level of trust is considered to be low.
Furthermore, it was unveiled that while females are influenced when they are younger, males
tend to be become more influenced as they age. Finally, it was revealed that Instagram was the
most influential channel for social media influencers to portray messages to Irish consumers
on. In the following chapter, the final conclusions and recommendations will be discussed.
43
Chapter Six
Conclusions and
Recommendations
44
6.1 Introduction
This final chapter will provide conclusions to all the insights discussed throughout the research
uncovered via the secondary and primary research. The objectives that were set out for this
research will be listed below and a conclusion for each provided. Lastly, the author will make
recommendations for further research.
6.2 Objective One
To investigate the level of influence Social Media Influencers have on Irish Consumers
when researching tourism products
The literature illustrated that social media influencers were deemed to be genuine, credible,
trust worthy sources of information. However, it was discovered through the primary research
that Irish consumers did not have the same views when dealing with tourism. The majority of
Irish consumers felt doubtful of social media influencers opinions.
However, it was interesting to discover that despite Irish consumers having trust issues with
social media influencers, 81.1% of respondents still followed them. It is the author’s opinion
that the reasoning for this is to simply view their pictures, which is supported by the findings
of 45.1% of respondents saying they were 'Likely' or 'Very Likely' to visit a destination based
on an influencers posted photo/videos.
The author also discovered that the top three tourism related products that Irish consumers
would be likely to try based on social media influencers were restaurants, pubs/nightclubs and
natural tourism sites. The author believes the reasoning for this is due to the fact that restaurants
and pubs/nightclubs are relatively cheap, therefore there is not a high opportunity cost and the
fear of failure is low, which is supported by Koc (2004). Thus, while Irish consumers feel that
social media influencers are not credible enough to influence them to try something that would
cost a lot of money; they are willing to try something that is more affordable as if it goes wrong,
than they don't lose out.
This is further supported by the three tourism related products least likely to be tried by a Social
Media Influencer, which were destination, accommodation and travel method. The author
believes that these are the main three aspects of booking a holiday. As they are the most
important and often the most expensive, Irish consumers do not feel that social media
influencers are a standalone credible enough source to book these based on their influence.
45
This is due to the fear of failure being so high with these aspects. Irish consumers would prefer
to supplement social media influencers with other sources such as friends, family or other
online sources.
To conclude, the author believes that the level of influence is higher with Irish consumers to
try tourism products endorsed by a social media influencer providing they are not the most
expensive aspects of the holiday. However, as Irish consumers do not believe social media
influencers are a credible or trustworthy enough source, the author has discovered that the
level of influence is low with Irish consumers to try the main and most expensive aspects of a
holiday.
6.3 Objective Two
To determine whether particular demographics are more influenced to try a new tourism
service
While there has been previous studies on the extent in which males and females are influenced
by others, there has been no research conducted on which gender would be more influenced to
try a tourism serviced based on a Social Media Influencer. From the findings, the author
discovered that females were more influenced by social media influencers opinions at a
younger age and also when searching for destinations and restaurants. However, as the
respondents aged, the males became more influenced.
Therefore, the author can conclude that young female consumers aged 18-24 tend to be more
susceptible to try a tourism product endorsed by an influencer, whereas males tend to become
more influenced as they age.
6.4 Objective Three
To investigate which channels are the most successful at portraying a message from an
influencer to the Irish Consumer
From the secondary research it was evident that Instagram was the most used channel by
influencers and for influencer marketing. This was due to the visual aspect being the main
advantage, making it superior in comparison to other social media channels. The literature was
supported by the findings as it was discovered that Instagram was the channel most used by
Irish consumers with a combined total of 80.6% of respondents stating they either frequently
46
or very frequently used the social media channel. This was further supported from the findings
as Instagram came out as being the channel most Irish consumers followed social media
influencers on, with a combined total of 84.4% saying they followed either 'Quite a few' or 'A
lot'. Through SPSS it was discovered that across all age groups, Instagram was the channel that
respondents followed most social media influencers on in comparison to the other social media
channels listed. Moreover, Irish consumers felt that Instagram was the social media channel
that would be the most influential, with a mean of 4.5 out of 5.
Thus, it was discovered through the findings that Instagram is deemed to be the most influential
channel for social media influencers to be on as it is the most successful at portraying messages
to Irish tourism consumers. This finding is supported by existing literature which emphasises
the visual aspect of the social media channel as being the main contributing attribute for its
success.
6.5 Recommendations for Future Research
From conducting the research required to complete this dissertation, the author discovered a
number of areas in which more research could be done.
When completing the Literature Review the author discovered some literature on social media
influencers. However, this literature was mainly in relation to products, the fashion industry
and the beauty industry. Moreover, the author discovered that there was little research
undertaken with regards to social media influencers, in particular to the level of impact they
have as a marketing tool in the tourism industry. The author recommends that further research
should be undertaken to investigate the use of social media influencers in the tourism industry,
and how they contribute to it.
As there were limitation with regards to this dissertations primary research, in particular to the
higher ratio of females to males and the younger audience of the respondents, the author
recommends further research to be carried out with a wider demographic to gain more of an
understanding from a broader range of Irish consumers.
The author also recommends for more research to be conducted to include focus groups, in
order to further understand why Irish consumers have such a low level of trust with social
media influencers as this was a contrast to the literature analysed.
47
Finally, the author recommends for research to be undertaken to understand why restaurants,
pubs/nightclubs and Natural Tourism sites were the most likely to be tried based on a Social
Media Influencer, and why destination, accommodation and travel method were the least likely
to be tried.
6.6 Conclusion
The purpose of this dissertation was to investigate the impact social media influencers have on
Irish consumers when conducting research on tourism products. The author discovered that
social media influencers have a higher level of influence on Irish consumers with regards to
cheaper tourism products, such as restaurants, pubs/nightclubs and natural tourism sites, and
that social media influencers have a lower level of influence with regards to the more costly
tourism aspects such as destination, accommodation and travel method. The author also
discovered that Irish consumers had a low level of trust with social media influencers, revealing
that they trusted their photos/videos rather than their opinions.
This dissertation also discovered that in the majority of cases, females were influenced more
when they were younger, whereas males became more influenced as they got older. The author
also discovered that the most effective channel for social media influencers to use in order to
have an impact on Irish consumers was Instagram, which further supports the literature.
Overall, it was discovered that Irish consumers are influenced by social media influencers to a
certain extent with regards to the tourism industry. Gender, age and the price of the tourism
products in question are all contributing factors to the level of influence.
48
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Appendices
57
Appendix A
Ethical Clearance
58
Appendix B
Questionnaire
59
60
61
62
63
64
65
66
Appendix C
SPSS Cross-Tabulation
67
Appendix D
SPSS Cross-Tabulation
68
Appendix E
SPSS Cross-Tabulation
69
Appendix F
SPSS Cross-Tabulation
70
Appendix G
SPSS Cross - Tabulation