SOCIAL MEDIA RESEARCH IN HOSPITALITY AND TOURISM: A CAUSAL CHAIN FRAMEWORK OF LITERATURE REVIEW

Xi Yu Leung (), Jie Sun () and Billy Bai ()
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Xi Yu Leung: University of North Texas Department of Hospitality and Tourism Management
Jie Sun: California State Polytechnic University, Pomona Collins College of Hospitality Management
Billy Bai: University of Nevada, Las Vegas William F. Harrah College of Hotel Administration

Tourism and Hospitality Management, 2021, vol. 27, issue 3, 455-477

Abstract: Purpose – The present study aims to conduct a systematic literature review to understand how current social media studies have adopted theories, used research constructs, and developed conceptual frameworks. Design – The current study examined 149 articles on social media published in the top eight hospitality and tourism journals between 2007 and 2017. Methodology – First, descriptive statistics were presented to show the status quo of theories and constructs used in social media-related articles. Second, three causal chain frameworks are developed based on the antecedent-moderator–mediator-outcome model. Findings – First, psychological theory is the predominant theory that has been applied to explain the behavior of social media users. Second, platform-related antecedents have been identified as the most prevalent antecedents. Third, consumer outcomes have attracted the most research interest. Fourth, only about half of the selected social media publications used moderators or mediators in their research models. Finally, there is a lack of cross-category causal relationships among the three causal chain frameworks. Originality – It is expected that the causal chain frameworks developed in this study will provide a research roadmap for academia as well as insights for the hospitality and tourism industry.

Keywords: social media; causal chain framework; antecedent; moderator; mediator; outcome (search for similar items in EconPapers)
JEL-codes: L83 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:tho:journl:v:27:y:2021:n:3:p:455-477

DOI: 10.20867/thm.27.3.1

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