Year: 2019
Type: conference-paper
Study design: Observational Study
Abstract: Applying the theory of Use and Gratification this paper investigates how the social impact of digital content marketing on food tourism leads to e-WOM. This paper explores digital content marketing can generate social impact, and then lead to e-WOM. A sample of 707 Chinese tourists completed an online survey. The collected data were analysed applying structural equation modelling. This study found that there exist positive associations with between content information and informational social impact, as well as between self-expression and normative social impact on tourists in food tourism. Social interaction positively associates with both normative social impact and informational social impact. Both normative and informational social impact have a positive effect on e-WOM for food tourism. Social impact has positive mediating effect between digital content marketing and e-WOM. This study provides a theoretical basis for digital content marketing, literature support for social impact theory and stimulates research development of e-WOM.
Source: Griffith Research Online
Authors: Yi Bu, Joy Parkinson, Park Thaichon
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W3034803741