مجلة دراسات في الاقتصاد وإدارة الأعمال

Influencer Marketing In The Hospitality Sector: Factors Affecting Algerian Consumers’ Purchase Intentions – Case Study Of Sheraton Club Des Pins –

Auteurs : Belali Mounir . Mohammed El Hadj Leila . Agueb Karim .

Résumé

Influencer marketing has emerged as a vital strategy for brands seeking to effectively connect with their target audience, especially via social media platforms. Within the hospitality industry, where competition is intense, it is essential to understand how influencer marketing can shape consumer purchase intentions. This study explores the impact of influencer marketing on the purchase intentions of Algerian consumers in the hotel sector. A quantitative research method was used, involving a questionnaire distributed to individuals with an interest in tourism and hospitality. The results indicate that both the influencers themselves and the content they produce have a significant positive influence on purchase intention particularly in terms of trust, expertise, audience similarity, and content quality. These findings suggest that hospitality professionals should prioritize collaborations with influencers who are credible, knowledgeable, and capable of delivering high-quality, relatable content in order to optimize influencer marketing strategies within the Algerian hotel industry.

Mots clés

Influencer marketing ; social media ; content quality ; Factors of influencer marketing ; purchase intention ; hospitality Industry