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

Mark Anthony Camilleri and Metin Kozak

Technology in Society, 2022, vol. 71, issue C

Abstract: This 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 intentions 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.

Keywords: Online content; Social media; Interactive engagement; Social facilitation; Real-time conversation; Content attractiveness (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0160791X22002391
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:teinso:v:71:y:2022:i:c:s0160791x22002391

DOI: 10.1016/j.techsoc.2022.102098

Access Statistics for this article

Technology in Society is currently edited by Charla Griffy-Brown

More articles in Technology in Society from Elsevier
Bibliographic data for series maintained by Catherine Liu ().