Impulse buying in hospitality: The role of content posted by social media influencers
Abstract
In previous research, the significance of Social Media Influencers (SMIs) on the entire tourism industry has been indicated. In this article, it is explored how arousal and thematic compatibility in the presentation of a hotel facility’s offer by a SMI determines purchase intention and the urge to buy impulsively. To carry out this objective, a laboratory experiment was conducted with graphic stimuli and controlling arousal using neurophysiological data. The obtained results are relevant within the context of promotion methods in social media, maximising the effect of cooperation with SMIs. Managerial and theoretical implications of the findings are discussed.
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At the pre-decision stage of the customer journey, TSMIs act as metacognitive sources of information.
“For example, in line with these premises, at the pre-decision stage of the customer journey, TSMIs act as metacognitive sources of information (Szymkowiak et al. 2021).”
From Influencers and the choice of a travel destination: A customer journey and information processing perspective (2025) · cites this paper as Szymkowiak et al. 2021
Cites
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Effects of message repetition and position on cognitive response, recall, and persuasion.
Cacioppo, J. T., & Petty, R. E. (1979) · Journal of Personality and Social Psychology · doi:10.1037/0022-3514.37.1.97 · Cited by 813 · cited 1× · see citing works
“The thematically congruent context improves product assessment based on the consumer’s cognitive response to the product display (Cacioppo and Petty, 1979), which influences a consumer’s cognition about product attributes, and thereby, improves product evaluation and purchase intention.”
BackgroundAffective Arousal as Information: How Affective Arousal Influences Judgments, Learning, and Memory
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The effect of cognitive load on economic decision making: A survey and new experiments
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How subjective knowledge influences intention to travel
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Pourazad, N., Stocchi, L., & Simmonds, L. (2025) · Information Technology & Tourism · doi:10.1007/s40558-025-00330-6 · Cited by 22 · see citing works
- Authors
- Szymkowiak, A., Gaczek, P., & Padma, P.
- Affiliations
- Poznań University of Economics and Business (PL)
- Taylor’s University Lakeside Campus, Malaysia
- Corresponding author
- Szymkowiak, Andrzej
- Venue
- Journal of Vacation Marketing
- Publisher
- SAGE Publications
- Published
- 2021-04-01
- Volume
- 27
- Issue
- 4
- Pages
- 385-399
- ISSN
- 1356-7667 (ISSN-L)
- 1479-1870
- OpenAlex
- W3146628734
- Cited by
- 52
- References
- 5
- Citations by year
- 2026: 7 · 2025: 13 · 2024: 11 · 2023: 12 · 2022: 6 · 2021: 3
- FWCI
- 10.17
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal Of Vacation Marketing (publishedVersion)
- Funders
- Narodowe Centrum Nauki (2014/15/N/HS4/01326)
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
- Social Sciences › Sociology and Political Science › Diverse Aspects of Tourism Research
- Keywords
- impulse buying, social media influencers, hotel promotion, purchase intention, arousal, hospitality marketing, influencer marketing, neurophysiological measures
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