Professionalizing and Profiting: The Rise of Intermediaries in the Social Media Influencer Industry

Ryan Stoldt; Mariah Wellman; Brian Ekdale; Melissa Tully

doi:10.1177/2056305119832587

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Professionalizing and Profiting: The Rise of Intermediaries in the Social Media Influencer Industry

Journal article

Open access

Peer reviewed

Professionalizing and Profiting: The Rise of Intermediaries in the Social Media Influencer Industry

Ryan Stoldt, Mariah Wellman, Brian Ekdale and Melissa Tully

Social media + society, Vol.5(1), p.205630511983258

01/2019

DOI: 10.1177/2056305119832587

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Abstract

This study examines the relationship between travel influencers (e.g., bloggers and social media personalities) and destination marketers within the changing travel and tourism industry. Through in-depth interviews, observations, and document analysis, we explore the tensions between travel influencers and destination marketers that shape the way travel is promoted, labor is compensated, and professional structures are negotiated. We examine a new breed of travel and tourism worker— intermediaries who seek to professionalize and formalize the relationship between influencers and destination marketers while simultaneously solidifying their own role within the industry. Intermediaries promote and facilitate relationships based on structured flexibility—formalized agreements designed to satisfy a brand’s campaign goals yet open enough for influencers to pursue their unique needs. By examining the relationships between digital content creators, destination marketers, and third-party intermediaries, this article provides insight into how digital media industries negotiate the tension between participation and control.

Details

Title: Subtitle: Professionalizing and Profiting: The Rise of Intermediaries in the Social Media Influencer Industry
Creators: Ryan Stoldt - University of Iowa, USA
Mariah Wellman - The University of Utah, USA
Brian Ekdale - University of Iowa, USA
Melissa Tully - University of Iowa, USA
Resource Type: Journal article
Publication Details: Social media + society, Vol.5(1), p.205630511983258
DOI: 10.1177/2056305119832587
ISSN: 2056-3051
eISSN: 2056-3051
Language: English
Date published: 01/2019
Academic Unit: Center for Social Science Innovation; Injury Prevention Research Center; Public Policy Center (Archive); School of Journalism and Mass Communication
Record Identifier: 9984083242202771

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