THEORIZING INFLUENCER MARKETING PROCESS: A GROUNDED THEORY ANALYSIS OF SOCIAL MEDIA INFLUENCER-LED TOURISM PROMOTION IN KASHMIR

Abstract

This study aims to examine the influencer marketing process for tourist destinations and explore the strategies employed at each stage, with a focus on Kashmir. To achieve this, semi-structured interviews were conducted with destination marketing professionals as well as micro-level and macro-level social media influencers involved in Kashmir’s influencer marketing campaigns. A qualitative Grounded Theory approach was applied to analyse the data from nine interviews, using NVivo 12 for coding. The findings reveal that influencer marketing for tourist destinations unfolds in six stages: (1) setting objectives, (2) framing influencer selection criteria, (3) making content decisions, (4) determining the mode of remuneration, (5) coordinating with influencers, and (6) post-campaign content sharing. This study provides detailed documentation of the influencer marketing process in a conflict-affected destination and highlights key strategies adopted at different stages of such campaigns.