The sway of influencer marketing evidence from a restaurant group

Po Yen Lee, Mehmet Ali Koseoglu, Lin Qi, En Chieh Liu, Brian King

Research output: Journal article publicationJournal articleAcademic researchpeer-review

3 Citations (Scopus)


Influencer marketing has become a powerful channel for brand promotion and market expansion in the hospitality industry. However, those responsible for implementing influencer marketing campaigns are susceptible to the “myth of viewability” and rely on the Cost Per View (CPV) evaluation metric, rather than the more appropriate Cost Per Action (CPA). The current research explores the aforementioned myth from a hospitality management perspective by identifying the types of image (or photo) which attract more audience commentary or liking. A qualitative research approach is adopted involving two experiments with influencer pairs across the restaurant context in Taipei, Taiwan. We selected influencers Q and S as our manipulated group. In sharing images on their social media platform, it was found that they make greater use of personal than of food related images. The opposite was the case for the controlled group - influencers X and A – who shared more food than personal images. The researchers tracked viewer responses and then actions towards influencer postings to determine (a) which influencer approach draws more views and (b) the costs that are attributable to views and/or actions. They drew upon the findings to formulate an Owner-Influencer Matrix, a strategic planning tool and framework that helps owners and influencers to optimize influencer marketing. It is concluded that interactions between influencers and business owners should be beneficial to both parties. This empirical study may provide business owners and social media influencers with insights about communicating the respective brand values of their counterparts and designing sponsorship collaborations with a capacity to generate the desired consumer responses.

Original languageEnglish
Article number103022
JournalInternational Journal of Hospitality Management
Publication statusPublished - Sep 2021


  • CPA
  • CPV
  • Influencer
  • Marketing
  • Restaurant
  • Social media

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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