IDEAS home Printed from https://ideas.repec.org/p/hal/journl/inserm-05368628.html
   My bibliography  Save this paper

Biodigital Influencers in Tourism Marketing: A Social media Marketing System Analysis of Industry Practitioner Perspectives

Author

Listed:
  • Marie-Nathalie Jauffret

    (UniCA - Université Côte d'Azur)

  • Yousra Hallem

    (INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics)

  • Frédéric Aubrun

    (INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics, MARGE - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon)

Abstract

The emergence of influencer marketing has brought about a significant shift in how brands engage with consumers. The innovative use of human-like "biodigital" influencers has significantly increased because they offer unique advantages over traditional human influencers. This research aims to clarify the influence of such biodigital influencers on tourism marketing and the implications of this technological shift in the social media marketing system (SMMS). A face-to-face international qualitative study among 55 professionals across 31 countries explored the potentiality of biodigitalisation in tourism marketing. Results indicate that the main perceptions toward biodigitalisation range between optimism, caution and scepticism, without notable adverse impacts on corporate economic and social macromarketing. The predominantly favourable view of biodigitalisation indicates that investors, tourist managers, and marketers should consider biodigitalisation as a strategic technological advancement to enhance their innovative and transformational potential.

Suggested Citation

  • Marie-Nathalie Jauffret & Yousra Hallem & Frédéric Aubrun, 2025. "Biodigital Influencers in Tourism Marketing: A Social media Marketing System Analysis of Industry Practitioner Perspectives," Post-Print inserm-05368628, HAL.
    • Handle: RePEc:hal:journl:inserm-05368628
    DOI: 10.1177/02761467251336762
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:inserm-05368628. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.