IDEAS home Printed from https://ideas.repec.org/a/spr/infott/v24y2022i2d10.1007_s40558-022-00225-w.html
   My bibliography  Save this article

Enhancing social media branded content effectiveness: strategies via telepresence and social presence

Author

Listed:
  • Guanrong Liu

    (Macau University of Science and Technology)

  • Soey Sut Ieng Lei

    (Macao Institute for Tourism Studies)

  • Rob Law

    (University of Macau)

Abstract

The commodification of mobile devices and penetration of high-speed Internet continue to make social media an ideal platform for businesses to reach consumers. Despite ample studies have been conducted to understand the factors that affect social media marketing effectiveness, the specific nature of tourism and hospitality products (i.e., highly experiential) has rarely been considered. Based on computer-mediated communication (CMC) theories and relevant work in the communication literature, this study investigates what affect the effectiveness of hotel social media branded contents. Self-reported data were collected from 318 respondents and were tested using confirmatory factor analysis and structural equation modeling. The findings demonstrate the positive impact of telepresence and social presence on customer purchase intention through trust and perceived usefulness. This work integrates CMC theories and technology acceptance model to provide a comprehensive explanation of social media branded content effectiveness. Practical implications are provided for hoteliers to design more effective social media branded contents.

Suggested Citation

  • Guanrong Liu & Soey Sut Ieng Lei & Rob Law, 2022. "Enhancing social media branded content effectiveness: strategies via telepresence and social presence," Information Technology & Tourism, Springer, vol. 24(2), pages 245-263, June.
    • Handle: RePEc:spr:infott:v:24:y:2022:i:2:d:10.1007_s40558-022-00225-w
    DOI: 10.1007/s40558-022-00225-w
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s40558-022-00225-w
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s40558-022-00225-w?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Newell, Stephen J. & Goldsmith, Ronald E., 2001. "The development of a scale to measure perceived corporate credibility," Journal of Business Research, Elsevier, vol. 52(3), pages 235-247, June.
    2. Leong, Lai-Ying & Hew, Teck-Soon & Ooi, Keng-Boon & Chong, Alain Yee-Loong, 2020. "Predicting the antecedents of trust in social commerce – A hybrid structural equation modeling with neural network approach," Journal of Business Research, Elsevier, vol. 110(C), pages 24-40.
    3. Brenkert, George G., 1998. "Trust, Business and Business Ethics: An Introduction," Business Ethics Quarterly, Cambridge University Press, vol. 8(2), pages 195-203, April.
    4. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
    5. Eastlick, Mary Ann & Lotz, Sherry L. & Warrington, Patricia, 2006. "Understanding online B-to-C relationships: An integrated model of privacy concerns, trust, and commitment," Journal of Business Research, Elsevier, vol. 59(8), pages 877-886, August.
    6. Algharabat, Raed & Rana, Nripendra P. & Dwivedi, Yogesh K. & Alalwan, Ali Abdallah & Qasem, Zainah, 2018. "The effect of telepresence, social presence and involvement on consumer brand engagement: An empirical study of non-profit organizations," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 139-149.
    7. Gefen, David & Straub, Detmar W., 2004. "Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services," Omega, Elsevier, vol. 32(6), pages 407-424, December.
    8. Seonjeong (Ally) Lee & Miyoung Jeong & Haemoon Oh, 2018. "Enhancing customers’ positive responses: Applying sensory marketing to the hotel website," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 28(1), pages 68-85, January.
    9. Bonsón Ponte, Enrique & Carvajal-Trujillo, Elena & Escobar-Rodríguez, Tomás, 2015. "Influence of trust and perceived value on the intention to purchase travel online: Integrating the effects of assurance on trust antecedents," Tourism Management, Elsevier, vol. 47(C), pages 286-302.
    10. Sparks, Beverley A. & Browning, Victoria, 2011. "The impact of online reviews on hotel booking intentions and perception of trust," Tourism Management, Elsevier, vol. 32(6), pages 1310-1323.
    11. Ahmet Bulent Ozturk & Khaldoon Nusair & Fevzi Okumus & Dipendra Singh, 2017. "Understanding mobile hotel booking loyalty: an integration of privacy calculus theory and trust-risk framework," Information Systems Frontiers, Springer, vol. 19(4), pages 753-767, August.
    12. Fong, Lawrence Hoc Nang & Lam, Long Wai. & Law, Rob, 2017. "How locus of control shapes intention to reuse mobile apps for making hotel reservations: Evidence from chinese consumers," Tourism Management, Elsevier, vol. 61(C), pages 331-342.
    13. Ogonowski, Andrzej & Montandon, Andrew & Botha, Elsamari & Reyneke, Mignon, 2014. "Should new online stores invest in social presence elements? The effect of social presence on initial trust formation," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 482-491.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ert, Eyal & Fleischer, Aliza & Magen, Nathan, 2016. "Trust and reputation in the sharing economy: The role of personal photos in Airbnb," Tourism Management, Elsevier, vol. 55(C), pages 62-73.
    2. Alisa Frik & Luigi Mittone, 2016. "Factors Influencing the Perceived Websites' Privacy Trustworthiness and Users' Purchase Intentions," CEEL Working Papers 1609, Cognitive and Experimental Economics Laboratory, Department of Economics, University of Trento, Italia.
    3. Otterbring, Tobias, 2021. "Peer presence promotes popular choices: A “Spicy†field study on social influence and brand choice," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    4. Anastasios-Ioannis Theocharidis & Maria Argyropoulou & George Karavasilis & Vasiliki Vrana & Evangelos Kehris, 2020. "An Approach towards Investigating Factors Affecting Intention to Book a Hotel Room through Social Media," Sustainability, MDPI, vol. 12(21), pages 1-20, October.
    5. Xiangdong Shen & Junbin Wang, 2024. "How short video marketing influences purchase intention in social commerce: the role of users’ persona perception, shared values, and individual-level factors," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-13, December.
    6. Md. Emam Hossain & Subarna Biswas, 2024. "Technology acceptance model for understanding consumer’s behavioral intention to use artificial intelligence based online shopping platforms in Bangladesh," SN Business & Economics, Springer, vol. 4(12), pages 1-61, December.
    7. Dam, Duy Duc & Huynh, Cong Minh, 2022. "Factors Influencing Consumers’ Purchase Intention toward Accommodation via Lodging Websites: Evidence from Binh Duong Province of Vietnam," MPRA Paper 113517, University Library of Munich, Germany.
    8. Mäntymäki, Matti & Salo, Jari, 2013. "Purchasing behavior in social virtual worlds: An examination of Habbo Hotel," International Journal of Information Management, Elsevier, vol. 33(2), pages 282-290.
    9. Alalwan, Ali Abdallah & Baabdullah, Abdullah M. & Rana, Nripendra P. & Tamilmani, Kuttimani & Dwivedi, Yogesh K., 2018. "Examining adoption of mobile internet in Saudi Arabia: Extending TAM with perceived enjoyment, innovativeness and trust," Technology in Society, Elsevier, vol. 55(C), pages 100-110.
    10. Leong, Lai-Ying & Hew, Teck-Soon & Ooi, Keng-Boon & Chong, Alain Yee-Loong, 2020. "Predicting the antecedents of trust in social commerce – A hybrid structural equation modeling with neural network approach," Journal of Business Research, Elsevier, vol. 110(C), pages 24-40.
    11. Fernanda Leão Ramos & Jorge Brantes Ferreira & Angilberto Sabino de Freitas & Juliana Werneck Rodrigues, 2018. "The Effect of Trust in the Intention to Use m-banking," Brazilian Business Review, Fucape Business School, vol. 15(2), pages 175-191, March.
    12. Chen, Ying-Hueih & Hsu, I-Chieh & Lin, Chia-Chen, 2010. "Website attributes that increase consumer purchase intention: A conjoint analysis," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1007-1014, September.
    13. Hiran, Kamal Kant & Dadhich, Manish, 2024. "Predicting the core determinants of cloud-edge computing adoption (CECA) for sustainable development in the higher education institutions of Africa: A high order SEM-ANN analytical approach," Technological Forecasting and Social Change, Elsevier, vol. 199(C).
    14. Christino, Juliana Maria Magalhães & Silva, Thaís Santos & Cardozo, Erico Aurélio Abreu & de Pádua Carrieri, Alexandre & de Paiva Nunes, Patricia, 2019. "Understanding affiliation to cashback programs: An emerging technique in an emerging country," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 78-86.
    15. Shafiqul Islam & Mohammad Fakhrul Islam & Noor-E- Zannat, 2023. "Behavioral Intention to Use Online for Shopping in Bangladesh: A Technology Acceptance Model Analysis," SAGE Open, , vol. 13(3), pages 21582440231, September.
    16. Inman, J. Jeffrey & Nikolova, Hristina, 2017. "Shopper-Facing Retail Technology: A Retailer Adoption Decision Framework Incorporating Shopper Attitudes and Privacy Concerns," Journal of Retailing, Elsevier, vol. 93(1), pages 7-28.
    17. McLean, Graeme & Osei-Frimpong, Kofi & Al-Nabhani, Khalid & Marriott, Hannah, 2020. "Examining consumer attitudes towards retailers' m-commerce mobile applications – An initial adoption vs. continuous use perspective," Journal of Business Research, Elsevier, vol. 106(C), pages 139-157.
    18. José Alberto Martínez-González & Eduardo Parra-López & Almudena Barrientos-Báez, 2021. "Young Consumers’ Intention to Participate in the Sharing Economy: An Integrated Model," Sustainability, MDPI, vol. 13(1), pages 1-21, January.
    19. Alam, Mohammad Zahedul & Hu, Wang & Kaium, Md Abdul & Hoque, Md Rakibul & Alam, Mirza Mohammad Didarul, 2020. "Understanding the determinants of mHealth apps adoption in Bangladesh: A SEM-Neural network approach," Technology in Society, Elsevier, vol. 61(C).
    20. Casaló, Luis V. & Flavián, Carlos & Guinalíu, Miguel & Ekinci, Yuksel, 2015. "Avoiding the dark side of positive online consumer reviews: Enhancing reviews' usefulness for high risk-averse travelers," Journal of Business Research, Elsevier, vol. 68(9), pages 1829-1835.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:infott:v:24:y:2022:i:2:d:10.1007_s40558-022-00225-w. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.