Customer engagement with tourism social media brands

Responding to negative online reviews: The effects of hotel responses on customer inferences of trust and concern

Facebook as a destination marketing tool: Evidence from Italian regional Destination Management Organizations

The purpose of this paper is threefold: first, to study the influence of self-brand image congruity and value congruity on consumer engagement in online brand communities (OBCs); second to test whether gender moderates this effect; and third, it also examines the role of consumer engagement as a driver of brand loyalty.,Using an online questionnaire, 443 responses were collected from consumers who are members of at least one OBC on Facebook. Structural equation modeling was used to analyze the data.,The results revealed that both self-brand image congruity and value congruity significantly affect consumer engagement. A positive effect of consumer engagement on brand loyalty was also attained. Third, the results revealed that gender did not moderate the examined relationships.,This research integrates and broadens existing explanations of different congruity effects on consumer engagement. This study thus suggests the value of developing their OBCs to exhibit congruence with customers’ self-image and value, which in turn, will contribute to the development of brand loyalty.,This research applies congruity theory to examine the impact of self-brand image- and value congruity on consumer engagement in OBCs. Through the establishment of this novel theoretical link, this study furthers insight into the domain of social media marketing.

Consumer engagement in online brand communities: a solicitation of congruity theory

Progress in information technology and tourism management: 30 years on and 20 years after the internet - Revisiting Buhalis & Law's landmark study about eTourism

https://research.vu.nl/ws/files/98445568/Stage_to_Engage_KLM_Tourism_Management_2015.pdf

A stage to engage: Social media use and corporate reputation

In this paper, we investigate whether and to what extent exposure to a company's social media activities over time is beneficial for corporate reputation, and whether conversational human voice mediates this relation. In a two-wave longitudinal survey among 1969 respondents, we assessed consumers' exposure to an international airline's social media activities, perceived level of conversational human voice and perception of corporate reputation. The results show that consumers' level of exposure to company social media activities precedes perceptions of corporate reputation. Also, conversational human voice mediates the relation between consumers' level of exposure to company social media activities and perceptions of corporate reputation. We discuss the implications of the results for the presence of organizations in social media.

/pdf/online-conversation-and-corporate-reputation-a-two-wave-191j6j7kb3.pdf

Online Conversation and Corporate Reputation: A Two-Wave Longitudinal Study on the Effects of Exposure to the Social Media Activities of a Highly Interactive Company

Article published in Journal of Tourism Futures available open access at http://dx.doi.org/10.1108/JTF-07-2020-0114

/pdf/the-digital-skills-divide-evidence-from-the-european-tourism-2i9kxn5jb2.pdf

The digital skills divide: evidence from the European tourism industry

A stage to engage: social media use, social media engagement and corporate reputation

This study investigates the evolvement of informalization of company communication on social media over time, based on actual social media data from the tourism industry. The development in the use of emoticons and emoji by companies is examined, as an expression of informalization and humanization of online company communication. We selected 33 companies from the tourism industry in The Netherlands and investigated their Facebook and Twitter messages supplemented with the messages of consumers who interacted with these companies, for the period 2011–2016. Results show that the use of emoticons and emoji in online company communication increased significantly over the period covered in this study, demonstrating a higher level of informalization of company communication. Since this is a key factor for improving relational outcomes, this finding has scholarly as well as managerial relevance. We discuss the implications of the results for the presence of organizations on social media.

/pdf/adapting-to-an-emerging-social-media-landscape-the-rise-of-3esr73n43c.pdf

Corné Dijkmans

Papers

A stage to engage: Social media use and corporate reputation

Online Conversation and Corporate Reputation: A Two-Wave Longitudinal Study on the Effects of Exposure to the Social Media Activities of a Highly Interactive Company

The digital skills divide: evidence from the European tourism industry

A stage to engage: social media use, social media engagement and corporate reputation

Adapting to an emerging social media landscape: The rise of informalization of company communication in tourism