Understanding the importance that consumers attach to social media sharing (ISMS): Scale development and validation

Bekir Bora Dedeoğlu, Babak Taheri, Fevzi Okumus, Martin Gannon

Research output: Contribution to journalArticle

9 Citations (Scopus)
5 Downloads (Pure)

Abstract

In response to the increasing ubiquity of social media platforms, improved consumer choice, and technological progress, the importance of consumer-generated content (CGC) continues to grow for organizations marketing their destinations, products, and services to tourists. Yet, despite the importance tourists place on CGC and information shared via social media, there remains a lack of academic focus in this area. To address this gap, we use a rigorous multi-step scale development procedure to create a scale centered on understanding the importance consumers attach to social media sharing (ISMS) from a tourists' perspective. Studies conducted across different contexts (Turkey and Scotland), comprising 1183 participants, were used to validate the newly developed ISMS scale. The scale indicates internal consistency and reliability, alongside construct and predictive validity. Directions for future research and the practical implications of the newly developed ISMS scale are discussed by way of conclusion.
Original languageEnglish
Article number103954
JournalTourism Management
Volume76
Early online date24 Jul 2019
DOIs
Publication statusPublished - Feb 2020

Keywords

  • CGC types
  • Consumer-generated content (CGC)
  • Importance of CGC
  • Non-participant sharing
  • Participant sharing
  • Social media
  • Tourism

ASJC Scopus subject areas

  • Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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