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.