Collaborative dynamics

: influencers & airlines in consumer perceptions

Abstract

This study focuses on the evolving role of social media influencers in the airline industry. It takes an in-depth look at how these influencers help shape consumer perceptions, influence their travel decisions and collaborate with airlines. The focus is on how partnerships between influencers and airlines are formed and maintained, exploring key aspects such as influencer selection, content creation and audience engagement. These elements are crucial to understanding the impact of these collaborations on brand perception, customer loyalty and revenue generation. By detailing the influencer selection process, the study analyzes the criteria used by airlines to choose relevant and effective partners. It also explores how content created by influencers, whether Instagram posts, YouTube videos or travel blogs, is designed to captivate and engage audiences. The study is particularly interested in audience engagement, i.e. how influencers' followers react and interact with the content, and how this may influence their own travel decisions. Through experiential research, this study aims to unveil the effectiveness of influencer marketing strategies in the dynamic context of airline digital marketing. It seeks to identify the main challenges faced by airlines and influencers in their collaborations, such as issues of credibility, transparency and impact measurement. To finally end up with an in-depth understanding of the benefits and limitations of influencer marketing in the airline sector, highlighting best practices and areas for improvement.

Date of Award	27 Jun 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Helena Rodrigues (Supervisor)