Instagram: Balancing Information Asymmetry of the Tourism Industry

This study focuses on the use of Instagram by tourism companies. Specifically, it aims to analyze how empowers individuals over corporations in digital dialogue, thus balancing information asymmetry between and stakeholders. Four categories metrics have been collected companies: presence, impact, conversation, influence. Additionally, OLS regressions performed identify potential explanatory factors explain different behavior each firm its corresponding communities. While selected firms is still scarce, significant results are as follows: using an additional channel their current communication; some account for differences countries, size, industries; users somehow reactive stream pictures texts disclosed firms. The presence impact companies a highly important source driving stakeholders’ conversation within arena.