<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The aim of this paper is to create and present a model which suggests what and how Instagram tools should be used by a new travel influencer trademark in order to create intangible values to become a brand. The paper presents the results of research on travel influencer brands and also the results of a travel influencer trademark created by the <italic>Traveler’s Child</italic>. In addition, types of visual content are introduced in order to differentiate content posted by brands and trademark. The authors include recommendations for travel influencer trademark owners on how to process through branding stages, while using Instagram tools so that to create intangible values, which would allow a trademark to become a brand.</p></abstract>

The aim of this paper is to create and present a model which suggests what and how Instagram tools should be used by a new travel influencer trademark in order to create intangible values to become a brand. The paper presents the results of research on travel influencer brands and also the results of a travel influencer trademark created by the Traveler’s Child. In addition, types of visual content are introduced in order to differentiate content posted by brands and trademark. The authors include recommendations for travel influencer trademark owners on how to process through branding stages, while using Instagram tools so that to create intangible values, which would allow a trademark to become a brand.

Building a Travel Influencer Brand Using Instagram Tools

Management of Organizations: Systematic Research

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

{"article-title":"Building a Travel Influencer Brand Using Instagram Tools"}

The aim of this paper is to create and present a model which suggests what and how Instagram tools should be used by a new travel influencer trademark in order...

Building a Travel Influencer Brand Using Instagram Tools

Publié en ligne: 16 mars 2019

Pages: 7 - 18

Reçu: 09 oct. 2018

Accepté: 10 déc. 2018

DOI: https://doi.org/10.1515/mosr-2018-0010

Mots clés
influencer marketing, social media, Instagram marketing, branding, travel industry, branding using social media tools, branding using Instagram tools, Instagram tools, travel influencer, travel influencer marketing, travel influencer branding

© 2018 Paulius Bakanauskas et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Building a Travel Influencer Brand Using Instagram Tools

Publié en ligne: 16 mars 2019

Pages: 7 - 18

Reçu: 09 oct. 2018

Accepté: 10 déc. 2018

DOI: https://doi.org/10.1515/mosr-2018-0010

Mots clésinfluencer marketing, social media, Instagram marketing, branding, travel industry, branding using social media tools, branding using Instagram tools, Instagram tools, travel influencer, travel influencer marketing, travel influencer branding

© 2018 Paulius Bakanauskas et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Mots clés
influencer marketing, social media, Instagram marketing, branding, travel industry, branding using social media tools, branding using Instagram tools, Instagram tools, travel influencer, travel influencer marketing, travel influencer branding