Use of influencers in the Spanish tourism companies' digital marketing

Influencer marketing is a booming tool. More and more organizations are turning to influencers to communicate their message through social networks, especially on Instagram and YouTube. In this research, we analyze the use made of influencers by the Spanish tourism companies that invested the most in advertising during 2019 in these two social networks. A mixed model methodology is used to analyze the use of this type of figures in the communication of these entities, detect the types of professional profiles used, and determine whether their employment increases the value of organizational accounts. The results show a preference for Instagram over YouTube, an increase in Earned Media Value and that 60% of the companies analyzed are already turning to influencers in their regular communication, although they are betting on specialists whether than in profiles with a larger number of followers.