The effects of helping, self-expression, and enjoyment on social capital in social media: the moderating effect of avoidance attachment in the tourism context. Issue 8 (3rd August 2019)

• Record Type: Journal Article
• Authors: Kim, Myung Ja; Preis, Michael W.; Lee, Choong-Ki
• Is Part Of: Behaviour & information technology. Volume 38:Issue 8(2019)
• Page Start: 760
• Page End: 781
• Publication Date: 2019-08-03
• Subjects: Social media -- involvement -- avoidance attachment -- bonding social capital -- bridging social capital -- senior; Electronic data processing -- Periodicals; Human engineering -- Periodicals; Information technology -- Periodicals; 303.4833
• DOI: 10.1080/0144929X.2018.1552718
• Languages: English
• ISSNs: 0144-929X

Abstract

ABSTRACT: A majority of senior Internet users maintains persistent social connections with others through social media (SM), such as Facebook and Twitter. This research explores the impacts of helping, self-expression, and enjoyment on bonding social capital and bridging social capital which in turn influence SM involvement; it also explores the moderating effect of avoidance attachment among senior SM users. The results show that helping, self-expression, and enjoyment have significant impacts on bonding social capital and bridging social capital. Also, bonding social capital and bridging social capital have significant effects on SM involvement. Furthermore, relationships between helping and bonding social capital, between self-expression and bonding social capital, and between self-expression and bridging social capital are stronger for seniors with high avoidance attachment. Conversely, the relationships between enjoyment and bonding social capital as well as between enjoyment and bridging social capital are stronger for seniors with low avoidance attachment. Accordingly, the results of this study provide theoretical contributions to the literature of behaviour and information technology. In addition, some implications of the research and various strategies for practitioners and marketers that can be used to better increase users' involvement in SM for tourism-related activities are discussed.