Notwithstanding the importance of coolness and the omnipresence of the expression 'cool' in our everyday lives, we know almost nothing about what coolness actually is and how it can be created. The question of what makes a trip cool (destination, hotel, restaurants, activities), and how coolness impacts travel plans remains unanswered.
We envision a quantitative research project that analyzes travel communication on Instagram with the purpose of appearing cool, as well as the role of the influencer in driving coolness.
The project will make use of experimental research designs and can be executed by an individual student or a group of two.
Knowledge on marketing, especially consumer behavior, is a plus.
The project is original and has substantial managerial implications as both research and practice do know very little about building and managing coolness.