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Instagram: Balancing Information Asymmetry of the Tourism Industry

Author

Listed:
  • Josué Gutiérrez-Barroso

    (Universidad de La Laguna, San Cristóbal de La Laguna, Santa Cruz de Tenerife)

  • Alberto Javier Báez-García

    (Universidad La Laguna, San Cristóbal de La Laguna, Santa Cruz de Tenerife)

  • Francisco Flores-Muñoz

    (Universidad de La Laguna, Puerto de la Cruz, Santa Cruz de Tenerife)

  • Diego Valentinetti

    (University "G. d'Annunzio" of Chieti-Pescara)

Abstract

This study focuses on the use of Instagram by tourism companies. Specifically, it aims to analyze how Instagram empowers individuals over corporations in the digital dialogue, thus balancing the information asymmetry between corporations and stakeholders. Four categories of metrics have been collected to analyze the use of Instagram by companies: presence, impact, conversation, and influence. Additionally, OLS regressions have been performed to identify potential explanatory factors to explain the different behavior of each firm and its corresponding communities. While the use of Instagram by the selected firms is still scarce, significant results are as follows: corporations are using Instagram as an additional channel in their current communication; some explanatory factors account for significant differences in countries, size, and industries; and users are somehow reactive to the stream of pictures and texts disclosed by firms. The presence and impact of companies on Instagram are a highly important source for driving stakeholders’ conversation within the digital arena.

Suggested Citation

  • Josué Gutiérrez-Barroso & Alberto Javier Báez-García & Francisco Flores-Muñoz & Diego Valentinetti, 2021. "Instagram: Balancing Information Asymmetry of the Tourism Industry," Scientific Annals of Economics and Business (continues Analele Stiintifice), Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 68(4), pages 445-457, December.
    • Handle: RePEc:aic:saebjn:v:68:y:2021:i:4:p:445-457:n:19
    DOI: 10.47743/saeb-2021-0025
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