Generating destination brand awareness and image through the firm's social media

被引:9
作者
Ghorbanzadeh, Davood [1 ]
Zakieva, Rafina Rafkatovna [2 ]
Kuznetsova, Mariya [3 ]
Ismael, Aras Masood [4 ]
Ahmed, Alim Al Ayub [5 ]
机构
[1] Islamic Azad Univ, Tehran North Branch, Dept Management & Business, Tehran, Iran
[2] Kazan State Power Engn Univ, Dept Ind Elect & Lighting Engn, Kazan, Russia
[3] IM Sechenov First Moscow State Med Univ, Moscow, Russia
[4] Sulaimani Polytech Univ, Dept Informat Technol, Sulaimanyah, Iraq
[5] Jiujiang Inst, Jiujiang, Peoples R China
关键词
Quality of information content; Destination brand awareness; Destination brand image; Social media; Tourism; SHARING TOURISM EXPERIENCES; WORD-OF-MOUTH; INFORMATION-SOURCES; MARKETING TOOL; PLS-SEM; TRAVEL; EQUITY; HOSPITALITY; INTENTION; CONSTRUCT;
D O I
10.1108/K-09-2021-0931
中图分类号
TP3 [计算技术、计算机技术];
学科分类号
0812 ;
摘要
Purpose The role of social media in the tourism industry growth cannot be ignored, because today the internet and social media platforms are one of the most popular information channels used by potential tourists and have become one of the main sources of online travel information. This study investigates the role of content cues of tourism information quality provided in Elie Gasht firm's Instagram page on enhancing awareness of the destination brand and forming users' destination image. Design/methodology/approach A quantitative research design was used to validate the hypotheses proposed in this research. A survey was deployed using the convenience method among 187 users of Elie Gesht's Instagram page to test the theoretical model. The structural relationships in the research were examined using the partial least squares structural equation modeling. Findings The findings of the present research indicated that the content cues of the quality of information provided by the firm have a positive effect on enhancing destination brand awareness and in turn improve affective image and cognitive image. Eventually, the content cues of the quality of information provided by the firm impact the formation of a conative image through the affective and cognitive image of the destination. Practical implications Pragmatically, the findings of this study urge policymakers of tourism companies, managers and destination marketers to take into account the special role of the firm's social media in enhancing destination brand awareness, which in turn promotes destination brand image. Therefore, providing empirical evidence on what leads to the promotion of destination brand awareness and different types of image formation of the destination due to information content quality provided by the firm on social media, provides managerial insights for corporate marketers and tourism destinations. Originality/value This study contributes to the body of knowledge on the role of quality of tourism information content presented in the firm's social media by providing empirical evidence on enhancing destination brand awareness and destination image formation. It also helps firm managers and planners build their marketing strategies to attract more customers through social media.
引用
收藏
页码:3292 / 3314
页数:23
相关论文
共 50 条
  • [41] Brand Awareness of Specialty Teas: the Critical Role of Social Media
    Veerapa, N. K.
    Aryani, N. V. T.
    I INTERNATIONAL SYMPOSIUM ON HORTICULTURE ECONOMICS, MARKETING AND CONSUMER RESEARCH, 2015, 1090 : 67 - 73
  • [42] Conservation awareness through social media
    Heather A. Fischer
    Miranda L. Bernard
    Krista Kemppinen
    Leah R. Gerber
    Journal of Environmental Studies and Sciences, 2023, 13 : 23 - 30
  • [43] Generating Real Time Cyber Situational Awareness Information Through Social Media Data Mining
    Rodriguez, Ariel
    Okamura, Koji
    2019 IEEE 43RD ANNUAL COMPUTER SOFTWARE AND APPLICATIONS CONFERENCE (COMPSAC), VOL 2, 2019, : 502 - 507
  • [44] Attracting applicants through the organization's social media page: Signaling employer brand personality
    Carpentier, Marieke
    Van Hoye, Greet
    Weijters, Bert
    JOURNAL OF VOCATIONAL BEHAVIOR, 2019, 115
  • [45] Destination branding through social media: juxtaposition of foreign influencer's narratives and state's presentation on the event of Pakistan Tourism Summit 2019
    Nazir, Farhad
    QUALITATIVE MARKET RESEARCH, 2023, 26 (04): : 428 - 448
  • [46] The Impact of Social Media Emotions and Behavioral Participation on Destination Image : A Case of Museum Image Mining
    Chen, Yulin
    Zhou, Wei
    Cui, Binyue
    Tong, Yanting
    14TH INTERNATIONAL CONFERENCE ON COMPUTER SCIENCE AND EDUCATION (ICCSE 2019), 2019, : 590 - 595
  • [47] Leveraging consumer personality and social media marketing to improve a brand's social media equity
    Mathur, Manisha
    Lawrence, Danae
    Chakravarty, Anindita
    INTERNATIONAL JOURNAL OF CONSUMER STUDIES, 2023, 47 (03) : 1076 - 1094
  • [48] Social Media Marketing and Brand Loyalty Among Online Shoppers in Anambra State, Nigeria: Mediating Effect of Brand Awareness
    Ezenwafor, Ebuka Christian
    Ayodele, Adeola A.
    Nwaizugbo, Chukwudi Ireneus
    JOURNAL OF ELECTRONIC COMMERCE IN ORGANIZATIONS, 2021, 19 (03) : 16 - 27
  • [49] How to gain image and positioning on social media: Spanish agribusiness firm image and position on social media
    Carpio, Deiyali A.
    Fernandez, Alberta
    Urbano, Beatriz
    APPLIED ECONOMICS, 2020, 52 (21) : 2280 - 2291
  • [50] The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies
    Zeqiri, Jusuf
    Koku, Paul Sergius
    Dobre, Costinel
    Milovan, Anca-Maria
    Hasani, Vjollca Visoka
    Paientko, Tetiana
    MARKETING INTELLIGENCE & PLANNING, 2025, 43 (01) : 28 - 49