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Traveler segmentation through Instagram Fashion Influencers. Mirror Tourist as a new segment consumer group

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  • Sánchez-Amboage, Eva
  • Castellanos-García, Pablo
  • Crespo-Pereira, Verónica

Abstract

Influencer marketing is an increasingly significant research topic, but there is a research gap when it comes to utilizing data from social media influencers' online community to identify novel consumer groups through market segmentation. To achieve this, a case study of 50 Instagram Fashion Influencers (IFIs) worldwide was carried out. Through a step-by-step analysis of market segmentation, the research obtained data from over 74 million followers of selected influencers, and through a logit analysis, ultimately identified a previously undiscovered type of tourist consumer: the Mirror Tourist (MT).

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  • Sánchez-Amboage, Eva & Castellanos-García, Pablo & Crespo-Pereira, Verónica, 2024. "Traveler segmentation through Instagram Fashion Influencers. Mirror Tourist as a new segment consumer group," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    • Handle: RePEc:eee:joreco:v:78:y:2024:i:c:s0969698924000316
    DOI: 10.1016/j.jretconser.2024.103735
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    1. Cheah, Chee Wei & Koay, Kian Yeik & Lim, Weng Marc, 2024. "Social media influencer over-endorsement: Implications from a moderated-mediation analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).

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