Tales of luxury: unveiling gender-based insights into hotel brands’ Instagram marketing

Purpose: Storytelling-driven messaging for luxury hotels is a robust social media marketing strategy to boost electronic word of mouth (e-WOM) and induce visit intention. This paper focuses on individual-related characteristics related to imagery processing and explores their relationship with brand trust and narrative transportation. Gender is examined for its potential moderating impact on relationships revolving around e-WOM intent formation. Design/methodology/approach: This study employs the partial least squares-structural equations modelling (SEM) and multi-group analyses (MGA) approaches to examine consumer responses to luxury hotel brands’ Instagram marketing. Data from 268 responses to an online survey was analyzed on Smart PLS4. Findings: Results confirm that comprehension fluency, imagery fluency and narrative transportation are predictors of brand trust. Additionally, brand trust and narrative transportation impact e-WOM intention. The impact of narrative transportation on e-WOM intention is relatively stronger in men; while women exhibit a stronger impact of brand trust on e-WOM intention. Practical implications: It is recommended that luxury hotel brands create content which is easy to comprehend and also capable of inducing mental imagery, to boost the narrative transportation effect. Content should be tailored to target specific gender segments to enhance e-WOM effectiveness. Detailed strategies for segment-specific content are discussed in the paper. Originality/value: This study demonstrates how gender differences shape consumer responses to brand storytelling on Instagram, particularly for luxury hotels, filling a notable gap in extant literature.