A Systematic Literature Review of Social Media Influencer Marketing in the Hospitality Context

This systematic literature review offers a comprehensive exploration of social media influencer marketing in the context of the hospitality industry. The primary objective of this research was to systematically gather and analyse existing studies, aiming to provide a holistic understanding of the current state of knowledge within this domain. Furthermore, it sought to identify gaps in the existing literature, emphasize pivotal research findings and insights, and provide recommendations for future research and practical applications. The study uncovers the dynamic growth of research in the realm of social media influencer marketing, particularly within the hospitality sector. This rapid expansion mirrors the increasing significance of social media influencers in contemporary marketing strategies and the ongoing digital transformation of the hospitality industry. With the proliferation of social media platforms like Facebook, Instagram, and Twitter, along with their widespread adoption by both consumers and businesses, the examination of social media influencers has not only become relevant but also paramount for comprehending modern marketing dynamics. This systematic literature review provides a solid foundation for future research and practical applications in the hospitality industry, shedding light on the transformative power of social media influencer marketing and the potential it holds for businesses in this sector.