Instagram: Balancing Information Asymmetry of the Tourism Industry

IF 0.9 Q3 ECONOMICS Scientific Annals of Economics and Business Pub Date : 2021-11-24 DOI:10.47743/saeb-2021-0025

Josué Gutiérrez-Barroso, A. Báez-García, Francisco Flores-Muñoz, Diego Valentinetti

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Abstract

This study focuses on the use of Instagram by tourism companies. Specifically, it aims to analyze how Instagram empowers individuals over corporations in the digital dialogue, thus balancing the information asymmetry between corporations and stakeholders. Four categories of metrics have been collected to analyze the use of Instagram by companies: presence, impact, conversation, and influence. Additionally, OLS regressions have been performed to identify potential explanatory factors to explain the different behavior of each firm and its corresponding communities. While the use of Instagram by the selected firms is still scarce, significant results are as follows: corporations are using Instagram as an additional channel in their current communication; some explanatory factors account for significant differences in countries, size, and industries; and users are somehow reactive to the stream of pictures and texts disclosed by firms. The presence and impact of companies on Instagram are a highly important source for driving stakeholders’ conversation within the digital arena.

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Instagram:平衡旅游业的信息不对称

本研究的重点是旅游公司对Instagram的使用。具体来说，它旨在分析Instagram如何在数字对话中赋予个人而不是企业权力，从而平衡企业与利益相关者之间的信息不对称。我们收集了四类指标来分析公司对Instagram的使用:存在感、影响力、对话和影响力。此外，OLS回归已被用于确定潜在的解释因素，以解释每个公司及其相应社区的不同行为。虽然所选企业对Instagram的使用仍然很少，但重要的结果如下:企业正在使用Instagram作为当前沟通的额外渠道;一些解释因素解释了国家、规模和行业的显著差异;用户对公司披露的图片和文本流也有某种反应。公司在Instagram上的存在和影响是推动利益相关者在数字领域进行对话的一个非常重要的来源。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Scientific Annals of Economics and Business ECONOMICS-

CiteScore

1.40

自引率

0.00%

发文量

审稿时长

10 weeks

期刊介绍： The Journal called Scientific Annals of Economics and Business (formerly Analele ştiinţifice ale Universităţii "Al.I. Cuza" din Iaşi. Ştiinţe economice / Scientific Annals of the Alexandru Ioan Cuza University of Iasi. Economic Sciences), was first published in 1954. It is published under the care of the Alexandru Ioan Cuza University, the oldest higher education institution in Romania, a place of excellence and innovation in education and research since 1860. Throughout its editorial life, the journal has been continuously improving. Renowned professors, well-known in the country and abroad, have published in this journal. The quality of the published materials is ensured both through their review by external reviewers of the institution and by the editorial staff that includes professors for each area of interest. The journal published papers in the following main sections: Accounting; Finance, Money and Banking; Management, Marketing and Communication; Microeconomics and Macroeconomics; Statistics and Econometrics; The Society of Knowledge and Business Information Systems.