Interactive engagement through travel and tourism social media groups: A social facilitation theory perspective

dc.authorid Kozak, Metin/0000-0002-9866-7529
dc.authorid Camilleri, Mark Anthony/0000-0003-1288-4256
dc.authorwosid Kozak, Metin/H-8361-2019
dc.authorwosid Camilleri, Mark Anthony/R-4574-2016
dc.contributor.author Kozak, Metin
dc.contributor.author Kozak, Metin
dc.contributor.other Advertising
dc.date.accessioned 2023-10-19T15:11:42Z
dc.date.available 2023-10-19T15:11:42Z
dc.date.issued 2022
dc.department-temp [Camilleri, Mark Anthony] Univ Malta, Fac Media & Knowledge Sci, Dept Corp Commun, MSD-2080 Msida, Malta; [Camilleri, Mark Anthony] Business Sch, Bucchleuch Pl, Edinburgh EH8 9JS, Scotland; [Kozak, Metin] Kadir Has Univ, Sch Commun, Dept Advertising, TR-34083 Istanbul, Turkey en_US
dc.description.abstract This research investigates perceptions about online content attractiveness, interactive engagement and real time conversation capabilities through travel and tourism social media groups. The study hypothesizes that these factors affect the social media subscribers' attitudes toward the destinations' social media groups, their in-tentions to revisit them, and could even influence their social facilitation behaviors. The data was gathered from 923 Facebook (Meta) subscribers who were members of travel and tourism groups. A partial least squares (PLS) approach was used to reveal the validity and reliability of the chosen constructs. The findings suggest that Facebook subscribers were drawn to those groups that featured aesthetically pleasing content and to the ones that facilitated their engagement. This contribution implies that today's marketers ought to embrace digital transformation processes that are disrupting social network services (SNSs). Content curators are expected to continuously present appealing content in their social media posts, to interact with their followers in a timely manner, and to encourage positive social facilitation behaviors through online and offline channels. en_US
dc.description.sponsorship GDPR en_US
dc.description.sponsorship This research was carried out in accordance with the principles stated in the Declaration of Helsinki and it is congruent with the Euro- pean Union?s (2016) General Data Protection Regulations (GDPR) . Ethical approval was obtained for all protocols from the Research Ethics Committee of the Faculty of Media and Knowledge Sciences, at the University of Malta, on 5th April 2021. en_US
dc.identifier.citationcount 25
dc.identifier.doi 10.1016/j.techsoc.2022.102098 en_US
dc.identifier.issn 0160-791X
dc.identifier.issn 1879-3274
dc.identifier.scopus 2-s2.0-85136560125 en_US
dc.identifier.scopusquality Q1
dc.identifier.uri https://doi.org/10.1016/j.techsoc.2022.102098
dc.identifier.uri https://hdl.handle.net/20.500.12469/5181
dc.identifier.volume 71 en_US
dc.identifier.wos WOS:000877379800010 en_US
dc.identifier.wosquality Q1
dc.khas 20231019-WoS en_US
dc.language.iso en en_US
dc.publisher Elsevier Sci Ltd en_US
dc.relation.ispartof Technology in Society en_US
dc.relation.publicationcategory Makale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı en_US
dc.rights info:eu-repo/semantics/openAccess en_US
dc.scopus.citedbyCount 51
dc.subject Customer Engagement En_Us
dc.subject Service Quality En_Us
dc.subject Technology Acceptance En_Us
dc.subject Moderating Role En_Us
dc.subject Co-Creation En_Us
dc.subject Consumers En_Us
dc.subject Usage En_Us
dc.subject Destination En_Us
dc.subject Experiences En_Us
dc.subject Intentions En_Us
dc.subject Customer Engagement
dc.subject Service Quality
dc.subject Technology Acceptance
dc.subject Moderating Role
dc.subject Co-Creation
dc.subject Online content en_US
dc.subject Consumers
dc.subject Social media en_US
dc.subject Usage
dc.subject Interactive engagement en_US
dc.subject Destination
dc.subject Social facilitation en_US
dc.subject Experiences
dc.subject Real-time conversation en_US
dc.subject Intentions
dc.subject Content attractiveness en_US
dc.title Interactive engagement through travel and tourism social media groups: A social facilitation theory perspective en_US
dc.type Article en_US
dc.wos.citedbyCount 41
dspace.entity.type Publication
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