Effectiveness of Instagram spokespersons for rural hotels: gender roles and popularity in digital engagement and reservations

This study examines how the gender and popularity of spokespeople in Instagram posts influence consumer digital engagement and bookings in the rural hotel sector. Based on a content analysis of 1,017 posts from 14 rural hotels in Colombia and applying negative binomial regression models, the proposed hypotheses were evaluated. The results reveal that, contrary to expectations, the use of non-celebrity spokespeople reduces both "likes" and bookings. However, this relationship is moderated by gender and popularity. Celebrity endorsement positively impacts all metrics studied: bookings, "likes," and comments. Specifically, female spokespeople enhance bookings and "likes," while male spokespeople only increase "likes". These findings offer strategic implications for rural hotel managers, emphasizing that the selection of a spokesperson should be a calculated decision. Popularity and an appropriate gender match with the target audience are crucial factors for optimizing the effectiveness of social media campaigns, driving both interaction and commercial conversion.