Purpose Based on persuasion theories, the purpose of this paper is to examine
relationships between four types of interactive consumer activities (viewing, liking, sharing …

Purpose The purpose of this study is to investigate different types of customer relationships
on customers' interaction with the brand, based on prior social media and relationship …

Purpose Drawing upon uses and gratifications (U&G) theory and customers' online brand-
related activities framework, the present study aims to examine the influence of customers' …

Considering the strong influence of social media on internet users, it is important to
understand its role for hotel businesses, particularly the online aspect of lodging operations …

Data shows that social media users continue to increase worldwide, particularly in
Indonesia, and the time they spend accessing social media. There are 191.4 million active …

Purpose: This study seeks to advance the literature by examining the mediating role of
brand loyalty and the moderating impact of brand awareness in the relationships between …

Purpose The study aims to develop a theoretical model that portrays the antecedents of
emotional attachment in the travel context by combining branding, marketing and …

Social media platforms and their associated user-generated content are of increasing
significance to the perception of tourism brands amongst consumers. Online fan pages offer …

The purpose of this study is to explore how publications on social media related to hotel
experience influence key customer purchasing behaviour variables, thereby extending …

Various branded content is developed on social media; however, not all branded content
stimulates customer curiosity. Based on the uses and gratification theory as a theoretical …