What makes social media branding more effective in shaping pre-visit image: Information quality or source credibility?. (March 2023)

• Record Type: Journal Article
• Authors: Li, Xinyue; Ma, Shihan (David); Wu, Maoying
• Is Part Of: Tourism management perspectives. Volume 46(2023)
• Publication Date: 2023-03
• Subjects: Social media branding -- Pre-visit image -- Information quality -- Source credibility -- Heuristic-systematic model; Tourism -- Periodicals; 338.4791
• DOI: 10.1016/j.tmp.2023.101084
• Languages: English
• ISSNs: 2211-9736

Abstract

Abstract: Social media branding is increasingly undertaken by small and individual accommodation businesses. Based on the heuristic-systematic model (HSM), this study investigates factors influencing the formation and development of pre-visit images for B&Bs. An experimental design is created for empirical evidence. Study 1 ( n = 451) features four types of online reviews and aims to test the respective and interactive effects of information quality and source credibility. Results show that information quality plays a more crucial role, but source credibility can bias the influence of information quality in special cases. The findings also demonstrate the difference existing in varied genders and generations. Study 2 ( n = 204) further explores the influence of the four dimensions of information quality. This article extends previous research by investigating three types of effects of HSM in the B&B context and provides practical implications for marketers. Highlights: Adopting heuristic-systematic model to stimulate the persuasion on social media Two experiments to examine factors influencing the formation of pre-visit images Information quality plays a more crucial role. Source credibility bias the influence of information quality. Difference existing in varied genders and generations