Perceived Value of Images Carrying Tourism Location Information on Social Media and Customer Brand Engagement

Hussain, Khalil, Abbasi, Amir Zaib, Khwaja, Muddasar Ghani, Hussain, Ali and Hooi, Ting Ding (2023) Perceived Value of Images Carrying Tourism Location Information on Social Media and Customer Brand Engagement. In: Brand Co-Creation Tourism Research. Routledge, pp. 1-298. ISBN 9781003336228 (In Press)

Text Book chap.pdf - AUTHOR'S ACCEPTED Version (default) Restricted to Repository staff only until 13 April 2025. Available under License Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0). Download (670kB) | Request a copy

Abstract or description

In this study, we aim to study the factors that affect the perceived value of images carrying the details of tourist locations posted on social networking sites (SNSs) and its effect on customer brand engagement in tourist locations. To empirically test the study model, we collected the data from 155 respondents and 130 were valid for further analysis. The partial least square structural equation modeling (PLS-SEM) approach was used to assess the measurement and structural model. The study results evidenced that the measurement model for study constructs were reliable and sound. Whereas, the results based on the structural model reported that the images posted on SNSs provide entertainment, credibility, and information regarding the tourist locations, which significantly determine the perceived value of images advertised on SNSs. We also found that the perceived value of images successfully predicts the customer brand engagement in images carrying the details.

Item Type:	Book Chapter, Section or Conference Proceeding
Additional Information:	"This is an Accepted Manuscript of a book chapter published by Routledge in Brand Co-Creation Tourism Research on 13 October 2023 , available online: http://www.routledge.com/9781003336228"
Uncontrolled Keywords:	Images, Tourist locations, SNSs, Ducoffe model, customer brand-engagement, and 19 PLS-SEM approach.
Faculty:	Staffordshire Business School > Business and Marketing
Depositing User:	Muddasar KHWAJA
Date Deposited:	14 Sep 2023 10:31
Last Modified:	14 Sep 2023 10:31
Related URLs:	Publisher
URI:	https://eprints.staffs.ac.uk/id/eprint/7902

Actions (login required)

View Item