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

dc.authoridKozak, Metin/0000-0002-9866-7529
dc.authoridCamilleri, Mark Anthony/0000-0003-1288-4256
dc.authorwosidKozak, Metin/H-8361-2019
dc.authorwosidCamilleri, Mark Anthony/R-4574-2016
dc.contributor.authorCamilleri, Mark Anthony
dc.contributor.authorKozak, Metin
dc.date.accessioned2023-10-19T15:11:42Z
dc.date.available2023-10-19T15:11:42Z
dc.date.issued2022
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, Turkeyen_US
dc.description.abstractThis 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.sponsorshipGDPRen_US
dc.description.sponsorshipThis 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.citation25
dc.identifier.doi10.1016/j.techsoc.2022.102098en_US
dc.identifier.issn0160-791X
dc.identifier.issn1879-3274
dc.identifier.scopus2-s2.0-85136560125en_US
dc.identifier.scopusqualityQ1
dc.identifier.urihttps://doi.org/10.1016/j.techsoc.2022.102098
dc.identifier.urihttps://hdl.handle.net/20.500.12469/5181
dc.identifier.volume71en_US
dc.identifier.wosWOS:000877379800010en_US
dc.identifier.wosqualityQ1
dc.institutionauthorKozak, Metin
dc.khas20231019-WoSen_US
dc.language.isoenen_US
dc.publisherElsevier Sci Ltden_US
dc.relation.ispartofTechnology in Societyen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectCustomer EngagementEn_Us
dc.subjectService QualityEn_Us
dc.subjectTechnology AcceptanceEn_Us
dc.subjectModerating RoleEn_Us
dc.subjectCo-CreationEn_Us
dc.subjectConsumersEn_Us
dc.subjectUsageEn_Us
dc.subjectDestinationEn_Us
dc.subjectExperiencesEn_Us
dc.subjectIntentionsEn_Us
dc.subjectCustomer Engagement
dc.subjectService Quality
dc.subjectTechnology Acceptance
dc.subjectModerating Role
dc.subjectCo-Creation
dc.subjectOnline contenten_US
dc.subjectConsumers
dc.subjectSocial mediaen_US
dc.subjectUsage
dc.subjectInteractive engagementen_US
dc.subjectDestination
dc.subjectSocial facilitationen_US
dc.subjectExperiences
dc.subjectReal-time conversationen_US
dc.subjectIntentions
dc.subjectContent attractivenessen_US
dc.titleInteractive engagement through travel and tourism social media groups: A social facilitation theory perspectiveen_US
dc.typeArticleen_US
dspace.entity.typePublication
relation.isAuthorOfPublicationdcedf2cc-e0ee-44f2-b11a-1282b33e8523
relation.isAuthorOfPublication.latestForDiscoverydcedf2cc-e0ee-44f2-b11a-1282b33e8523

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