Understanding the importance that consumers attach to social media sharing (ISMS): Scale development and validation |
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Affiliation: | 1. Tourism Guiding Department, Nevşehir Hacı Bektaş Veli University, Nevşehir, 50300, Turkey;2. Heriot Watt University, School of Social Sciences, Edinburgh, EH14 4AS, UK;3. Hospitality Services Department, University of Central Florida, Rosen College of Hospitality Management, Orlando, FL 32819, USA;4. The Business School, Edinburgh Napier University, Craiglockhart Campus, EH14 1DJ, UK;1. Department of Tourism, Fudan University, China;2. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, China;3. School of Business Administration, Zhongnan University of Economics and Law, China;3. Department of Tourism Studies at Excelia Business School, La Rochelle, France |
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Abstract: | In response to the increasing ubiquity of social media platforms, improved consumer choice, and technological progress, the importance of consumer-generated content (CGC) continues to grow for organizations marketing their destinations, products, and services to tourists. Yet, despite the importance tourists place on CGC and information shared via social media, there remains a lack of academic focus in this area. To address this gap, we use a rigorous multi-step scale development procedure to create a scale centered on understanding the importance consumers attach to social media sharing (ISMS) from a tourists' perspective. Studies conducted across different contexts (Turkey and Scotland), comprising 1183 participants, were used to validate the newly developed ISMS scale. The scale indicates internal consistency and reliability, alongside construct and predictive validity. Directions for future research and the practical implications of the newly developed ISMS scale are discussed by way of conclusion. |
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Keywords: | Consumer-generated content (CGC) Social media Tourism CGC types Importance of CGC Participant sharing Non-participant sharing |
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