From dreaming to believing: a review of consumer engagement behaviours with brands’ social media content across the holiday travel process

Micro-learning Platforms Brand Awareness Using Socialmedia Marketing and Customer Brand Engagement

“…From a practical point of view, this study allows micro-learning platforms to understand how their SMM activities contribute to the generation of BA in their course students, which should make their students less price-sensitive and less likely to search for alternatives [100]. Considering that social media is an important resource to communicate with students [56], its use is critical not only to achieve communication and relationships [2], [34], but also to make their platforms known, so it is very important to understand that while SMM achieves general BA directly, its impact is substantially greater when it is done through CBE. This means that contrary to what one might think, micro-learning platforms, when planning their branding strategies, should not only think about SMM, but should also focus on CBE as it plays a fundamental role in building BA.…”

“…A large part of the success of the expansion of these micro-learning platforms lies in the use of Social Media Marketing (SMM) as an important information channel for the education sector and its users [33] by allowing consumers to relate and interact individually with brands [2], [34], including the education sector [35], where the use of blogs or social networks to communicate [6] or create online reviews [35] is frequent.…”

Online Tourist Behavior of the Net Generation: An Empirical Analysis in Taiwan Based on the AISAS Model

“…Compared with the traditional channels of tourism distribution, the advantages of the Internet lie in information richness, and convenience of booking and purchasing [3,26,27]. Tourists are now more dependent on the Internet for information search, planning, and purchasing travel products and services [1,28,29]. In addition, this is making independent travel options more popular.…”

“…Independent travelers make use of social media across the entire travel process [20,31]. It is now very common for travelers to search, organize, and share travel experiences through various online tools such as blogs, social media sharing sites, chat, and social knowledge sharing sites [28]. These platforms provide individual control and greater autonomy.…”

“…Using them, allows travelers to move around at their own pace, planning individualized itineraries, and have more in-depth experiences of life at destinations thereby better appreciating local cultures and lifestyles, while promoting more self-learning and personal growth. These benefits created through autonomous behavior can result in higher levels of company and destination brand belief and post-trip satisfaction and loyalty [28,32].…”