scholarly journals Travel content creation

2014 ◽  
Vol 5 (3) ◽  
pp. 245-260 ◽  
Author(s):  
Henrique Ribeiro ◽  
Suzanne Fonseca Amaro ◽  
Cláudia Seabra ◽  
José Luís Abrantes
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Theoretical Perspective ◽  
Personal Characteristics ◽  
Equation Modeling ◽  
Convenience Sample ◽  
Content Type ◽  
Content Creation ◽  
Use Of Social Media

Purpose – The purpose of this study is to examine factors that affect the likelihood to create travel content online. Research has shown that there are far more people consuming social media than generating it. However, online travel marketers need to pay attention to travelers that share their experiences online, as they have the potential to drive sales. Design/methodology/approach – An online survey was conducted to collect data for this study, by sending e-mail invitations to colleagues, students, personal contacts and other email contacts composed of Portuguese Internet users. A total of 244 complete responses were considered valid to test the hypotheses through partial least squares structural equation modeling. Findings – The results reveal that travelers’ level of involvement with tourism products, innovativeness and use of social media directly influences writing reviews about travel experiences online. Research limitations/implications – First, the data used in this study were based on a convenience sample containing only the Portuguese population. Therefore, generalization of the results should be made with caution. The replication of this study in other countries would be desirable. Second, the study used a quantitative approach to examine the effect of personal characteristics on travel content creation. A research using also a qualitative approach could shed new light on the understanding of the research hypotheses. Practical implications – This study provides useful insights for travel social media websites and travel-related organizations, as they can adapt their marketing strategies to the type of travelers that are more likely to write about the travel services that they offer online. Originality/value – From a theoretical perspective, there are few studies that focus on the personal characteristics of travelers that create content online. The intention of this study is to help close this gap, providing useful insights with respect to this matter.

Green meets social media: young travelers’ perceptions of hotel environmental sustainability

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Melissa Clark ◽  
Bomi Kang ◽  
Jennifer R. Calhoun
Keyword(s):  
Social Media ◽  
Environmental Sustainability ◽  
Structural Equation ◽  
Design Methodology ◽  
Online Survey ◽  
Equation Modeling ◽  
Intention To Stay ◽  
Content Type ◽  
Use Of Social Media ◽  
Practical Implications

PurposeA competitive hospitality environment requires attracting new target markets. The purpose of this research is to investigate how young travelers’ intention to stay and electronic word-of-mouth (eWOM) are impacted by a hotel’s environmental sustainability communications on social media.Design/methodology/approachThe data were collected from 306 participants via online survey and analyzed in SPSS and AMOS. Structural equation modeling was utilized for hypotheses testing.FindingsThe results support the use of social media marketing (SMM) by hotels to communicate sustainability efforts, increasing intentions to stay and expanding eWOM. Hospitality marketers can use these findings to better understand young travelers’ priorities and their information-gathering process when planning travel.Practical implicationsThe study revealed the positive relationship between travelers’ perceptions of hotel environmental sustainability and greater intention to stay and positive eWOM. This could lead to increased business and recommendations for hospitality companies from young consumers.Originality/valueThis study advances the understanding of how young customers respond to hotels’ efforts to promote environmental sustainability on social media. The findings add value to practitioners and academics in their understanding of how hospitality marketers can increase intention to stay and eWOM by marketing to young travelers about environmental sustainability on social media.

scholarly journals Late-Night Use of Social Media and Cognitive Engagement of Female Entrepreneurs: A Stressor–Strain–Outcome Perspective

SAGE Open ◽  
2021 ◽  
Vol 11 (3) ◽  
pp. 215824402110376
Author(s):  
Fakhar Shahzad ◽  
Adnan Abbas ◽  
Adnan Fateh ◽  
Raja Suzana Raja Kasim ◽  
Kashif Akram ◽  
...  
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Cognitive Engagement ◽  
Equation Modeling ◽  
Negative Consequences ◽  
Female Entrepreneurs ◽  
Late Night ◽  
Use Of Social Media ◽  
Outcome Perspective

The excessive use of social media is an emerging phenomenon with several negative consequences in an entrepreneurial context. Based on the stressor–strain–outcome paradigm, this research aims to unveil the following: that social media late-night usage can affect two psychological strains (life invasion and technostress) among female entrepreneurs and thus influence their behavioral outcome (cognitive engagement). This study empirically tested the proposed mediation model using an online survey of 225 female entrepreneurs from the small- and medium-sized enterprise sector. A partial least squares structural equation modeling (PLS-SEM) was implemented to obtain the results. The findings indicate that late-night social media usage significantly raises life invasion and technostress among female entrepreneurs. Moreover, internal strains (life invasion and technostress) reduce female entrepreneurs’ cognitive engagement and significantly mediate the association between late-night use of social media and entrepreneurial cognitive engagement. This study draws associated practical and theoretical contributions based on findings, which were not previously discussed.

Understanding social media advertising effect on consumers’ responses

2018 ◽  
Vol 31 (3) ◽  
pp. 426-445 ◽  
Author(s):  
Manel Hamouda
Keyword(s):  
Social Media ◽  
Corporate Reputation ◽  
Structural Equation ◽  
Communication Strategy ◽  
Equation Modeling ◽  
Moderator Effect ◽  
Content Type ◽  
Advertising Effect ◽  
Social Media Advertising ◽  
Use Of Social Media

Purpose This study aims to deepen the current understanding of social media advertising by using the Ducoffe’s advertising value model. The purpose of this paper is to examine the antecedents of advertising value and its consequences on consumers’ attitude and behavior in the specific context of tourism advertising on Facebook. Design/methodology/approach Survey was conducted on a quota sample of 352 Tunisian Facebook users. Web-based questionnaires were used to collect the data which was analyzed using exploratory factor analysis and structural equation modeling. Findings Findings indicate that there is a significant relationship between informativeness, entertainment, credibility and social media advertising value. This positive value will affect favorably consumers’ attitude toward social media advertising and their behavioral responses. The moderator effect of corporate reputation was also confirmed in this relationship. Practical implications Tourism marketers should focus not only on developing information-rich and entertaining social media advertisements but also a credible content of the ads. Furthermore, Facebook should be systematically integrated by tourism practitioners in their communication strategy as it affects the attitude and consequently the behavior of the consumers especially when the company using social media advertising has a good corporate reputation. Originality/value In the tourism context, the effectiveness of social media advertising remains little known to practitioners and scholars despite the frequent use of social media by tourism customers and companies in recent years. So, this research study contributes to a better understanding of the use of social media advertising on Facebook regarding tourism products and services.

Social media overload, gender differences and knowledge withholding

Kybernetes ◽  
2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Dongming Wu ◽  
Junjun Zheng
Keyword(s):  
Gender Differences ◽  
Social Media ◽  
Emotional Exhaustion ◽  
Structural Equation ◽  
Online Survey ◽  
Role Theory ◽  
Group Analysis ◽  
Equation Modeling ◽  
Content Type ◽  
The Impact

PurposeDrawing on the stress and coping theory, conservation of resources (COR) theory and social role theory, this study aims to investigate the impact of social media overload on knowledge withholding behavior and examine the gender differences in social media overload, engendering knowledge withholding.Design/methodology/approachBy hiring a professional online survey company, this study collected valid responses from 325 general social media users. The structural equation modeling (SEM) technique, bootstrapping method and multi-group analysis were used to test the proposed theoretical model.FindingsThe empirical results reveal that three types of social media overload positively affect users' knowledge withholding behavior and that emotional exhaustion significantly mediates the above relationships. The multi-group analysis demonstrates that gender differences do exist in the decision-making process of knowledge withholding; for example, females are more likely than males to become emotionally exhausted from social media overload, while males are more likely than females to engage in knowledge withholding behavior in the case of emotional exhaustion.Originality/valueThis study contributes to the existing body of knowledge by examining the relationship between social media overload and knowledge withholding, verifying the mediating role of emotional exhaustion as the key mechanism linking them, and narrowing the research gap of lacking gender differences research in knowledge withholding literature.

The moderating effect of e-bank structure on French consumers’ trust

2019 ◽  
Vol 38 (2) ◽  
pp. 501-528 ◽  
Author(s):  
Souheila Kaabachi ◽  
Selima Ben Mrad ◽  
Anne Fiedler
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Group Analysis ◽  
Equation Modeling ◽  
Convenience Sample ◽  
Content Type ◽  
Online Trust ◽  
Bank Structure ◽  
Website Features ◽  
The Impact

Purpose The purpose of this paper is to demonstrate how an e-bank’s structure (click-and-mortar bank vs internet-only bank) influences the consumer’s evaluation of website quality, and to identify the most significant website features that influence online trust and lead to consumer loyalty. Design/methodology/approach A non-probability convenience sample of 476 online bank users (248 click-and-mortar and 230 internet-only bank users) was used in this study. An online survey was conducted. Structural equation modeling and multi-group analysis were used to analyze the data. Findings Findings suggest that e-trust and e-loyalty levels depend on the e-banking structure. Click-and-mortar-based online users were found to have more trust and loyalty in their online banks than internet-only bank users. Findings demonstrate that website features are evaluated differently according to the e-bank structure. Information design and interactivity are very important for internet-only banks, and their effect on online trust seems to be higher. On the other hand, website personalization was evaluated as more important for click-and-mortar banks and had a stronger impact on online trust. Practical implications To promote the trustworthiness of their websites and retain customers, internet-only banks should make the experience more tangible for users by developing a pleasant online experience. Personalization is an important variable that can enhance the consumer’s engagement with the brand. Click-and-mortar banks should enhance their interactivity by providing a continuous and consistent experience across different channels of distribution whether online or in-person and provide more interactive tools on their websites. Originality/value This study contributes significantly to the marketing research literature related to consumer trust as well as to the electronic banking literature. It is the first study to compare customers of click-and-mortar banks with customers of internet-only banks when evaluating website features. It also explores the impact of the e-bank model on the relationship between website features and online trust and customer loyalty.

Fundraising campaigns via social media platforms for mitigating the impacts of the COVID-19 epidemic

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Saeed Awadh Bin-Nashwan ◽  
Meshari Al-Daihani
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Mediating Effect ◽  
Internet Technology ◽  
Equation Modeling ◽  
Content Type ◽  
Social Media Platforms ◽  
Intrinsic And Extrinsic Motivations ◽  
Online Donations

Purpose The rapid outbreak of coronavirus 2019 (COVID-19) has triggered unprecedented restrictions on not only human movement but also a wide sphere of economic activities, disrupting livelihood, welfare and business worldwide. In response, some Muslim communities have launched fundraising campaigns to mitigate the socio-economic impacts of the virus on the front-liners and the most affected segments of vulnerable populations. The purpose of this study is to explore the intrinsic and extrinsic motivations of donors to these campaigns who contribute via social media platforms (SMPs). Design/methodology/approach This study adopts a cross-sectional research design using an online survey conducted in a typical Muslim community such as Kuwait. A total of 565 samples of data (356 women, 209 men) were used for analysis. Partial least squares-structural equation modeling was used to estimate the research model and extract meaningful conclusions. Findings The results show that charitable projects, internet technology features, SMP features and religiosity are significant motivations that influence attitudes toward online donations related to COVID-19 response. All these relationships are indirectly related to intentions to donate via SMP through a significant mediating effect of attitude. Practical implications The outcome of this study could support the efforts of governments, non-profit organizations and communities to focus attention on suitable proactive strategies to boost online fundraising campaigns for those affected by epidemic diseases. Originality/value This study enriches the literature by integrating both intrinsic and extrinsic motivations of online donations into a new and unique related context such as SMP, especially amid the COVID-19 crisis.

Variation matters

2019 ◽  
Vol 29 (6) ◽  
pp. 1469-1484 ◽  
Author(s):  
Guanxiong Huang
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Design Methodology ◽  
Brand Attitude ◽  
Equation Modeling ◽  
Purchase Intent ◽  
Content Type ◽  
Content Creation ◽  
Content Strategy ◽  
Underlying Mechanisms

Purpose In-feed native ads have become a major social media advertising format. The purpose of this paper is to investigate strategies for leveraging native advertising in terms of content creation and platform selection on social media, proposing that variations in content and platform reduce the intrusiveness of native ads, thereby resulting in enhanced brand attitude and purchase intent. Design/methodology/approach Two experiments were conducted with online samples, employing a 2 (content strategy: repeated ads vs varied ads) × 2 (platform strategy: single platform vs multiple platforms) between-subject factorial design. ANCOVA and structural equation modeling were used to test the hypotheses. Findings When repeated ads were used, the use of multiple platforms reduced ad intrusiveness, resulting in more favorable brand attitude and greater purchase intent as opposed to the use of a single platform. In contrast, when varied ads were used, there were no significant differences in the outcome variables between a single platform and multiple platforms. The results were largely consistent across the two experiments. Originality/value This study contributes to theory advancement by unpacking the underlying mechanisms of processing native advertising and shedding light on which content and platform strategies are the most effective on social media.

The Relations Among Social Media Addiction, Self-Esteem, and Life Satisfaction in University Students

2016 ◽  
Vol 35 (5) ◽  
pp. 576-586 ◽  
Author(s):  
Nazir S. Hawi ◽  
Maya Samaha
Keyword(s):  
Social Media ◽  
Psychometric Properties ◽  
Structural Equation ◽  
Online Survey ◽  
Satisfaction With Life ◽  
Self Esteem ◽  
Satisfaction With Life Scale ◽  
Equation Modeling ◽  
Social Media Addiction ◽  
Use Of Social Media

The use of social media has grown exponentially to the extent of engaging close to one third of the world’s population as of January 2016. Actually, social media statistics have been reporting an average annual increase of 10% in total number of users. These extremely impressive statistics have been triggering researchers’ interest in investigating this phenomenon and its impact on every aspect of users’ lives. Our study is an attempt to contribute to the knowledge that is building up in relation to this phenomenon by examining the relationships between the addictive use of social media, self-esteem, and satisfaction with life. To achieve this purpose, a generic questionnaire, the Social Media Addiction Questionnaire (SMAQ), was used stemming from the Facebook Intrusion Questionnaire. Respondents completed an online survey questionnaire which collected demographic information and responses to SMAQ, Rosenberg’s Self-Esteem Scale, and the Satisfaction with Life Scale. In addition to assessing SMAQ’s psychometric properties, data analyses included Pearson correlations between the variables, regression analysis, and structural equation modeling. Results showed that a one-factor model of SMAQ had good psychometric properties and had high internal consistency. As for relations, addictive use of social media had a negative association with self-esteem, and the latter had a positive association with satisfaction with life. Furthermore, path analysis showed that self-esteem mediated the effect of social media addiction on satisfaction with life.

Brand personality in cultural tourism through social media

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Francisco Peco-Torres ◽  
Ana I. Polo-Peña ◽  
Dolores M. Frías-Jamilena
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Brand Personality ◽  
Cultural Tourism ◽  
Equation Modeling ◽  
Content Type ◽  
Brand Engagement ◽  
Exploratory Approach ◽  
Use Of Social Media ◽  
Positive Effect

Purpose This study aims to analyze the effect of the use of social media on the perception of brand personality and to identify its effect on customer brand engagement. Design/methodology/approach The study adopted an exploratory approach, adapting Aaker's brand personality scale (1997) to the context of cultural tourism before carrying out a quantitative study resorting to a structural equation modeling to obtain empirical evidence to identify these relationships. Findings The findings reveal that the use of social media has a positive effect on the perception of brand personality and that brand personality, likewise, has a positive effect on customer brand engagement. Research limitations/implications This study indicates that transmission of an attractive brand personality according to the desires of the public, combined with dissemination through social media, is a valid strategy to improve customer brand engagement. Originality/value This study represents an advance in the specialized literature on the value that consumers place on information transmitted through social media. Specifically, it sheds light on how the transmission of brand personality through social media affects customer brand engagement.

The dynamic stimulus of social media marketing on purchase intention of Indonesian airline products and services

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Massoud Moslehpour ◽  
Alaleh Dadvari ◽  
Wahyudi Nugroho ◽  
Ben-Roy Do
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Perceived Value ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Content Type ◽  
Research Findings ◽  
The Relationship

PurposeThe present paper aims to explore the antecedents and consequences of social media marketing (SMM) subsets on consumers’ purchase intentions of Indonesian airline products and services. We propose a research framework to empirically test the influence and interaction of factors, including entertainment (ENT), and interaction (INT) through the effect of trust (TR), and perceived value (PV) as mediators on purchase intention (PI).Design/methodology/approachThe study employs an online survey to collect data. We collect 301 qualified questionnaires and employ structural equation modeling (SEM) to test the proposed model. The research findings enrich our understanding of the mediating role of TR and PV. Trust and perceived value significantly mediate the relationship between SMM factors and PI during initial stages of decision-making toward purchasing airline products and services.FindingsResearch findings provide support for most hypotheses regarding the significant influence of the variables proposed in the model. Furthermore, trust mediates the relationship between two of the SMM factors (INT and ENT) and purchase intention. Notably, perceived value mediates the link between entertainment and purchase intention.Originality/valueThis study successfully offers a model to examine the influence of social media marketing on Indonesian consumers’ purchasing intentions of airline products and services. Social media marketing components progressively impact the fundamentals of purchase intention, creating a new marketing communication style. These changes generate new opportunities and challenges for companies. This study provides a better understanding of how social media factors influence Indonesian consumers’ initial decision to purchase airline products and services.

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