In this research, the effects of microcelebrity endorsements on customers’ attitude and booking intentions toward hotels are examined. Specifically, Study 1 manipulated the effect of information source (hotel official website vs. microcelebrity) and hotel type (chain vs. independent). Results indicated that microcelebrity endorsements yielded more positive attitude toward independent hotels. This effect was investigated further in Study 2 where the moderating effect of misleading photos on the relationship between information source and consumers’ trust and repurchase intentions was examined. Results demonstrated that when participants were shown misleading photos, there was a higher level of trust toward the hotel when the information source was microcelebrity. When the photos were nonmisleading, the level of trust toward the hotel was unaffected by the source of the information. Taken together, these data contribute to the growing social media literature as well as the influence of microcelebrities on consumers’ responses. Hospitality managers might also consider the potential benefits of including microcelebrities into their strategic planning.
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