Social Media Analytics

Woyo, Erisher; Nyamapanda, Zanele

doi:10.4337/9781800377486.social.media.analytics

Encyclopedia of Tourism Management and Marketing 2022

DOI: 10.4337/9781800377486.social.media.analytics

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Social Media Analytics

Erisher Woyo¹,

Zanele Nyamapanda²

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2022

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Value co-creation and destination brand equity: understanding the role of social commerce information sharing

Long¹,

Woyo

Pham

et al. 2022

JHTI

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PurposeWidespread technology adoption in tourism enables tourists to be active content creators, thus, influencing destination brands through co-creation. This study examines value co-creation, social commerce information sharing, and destination brand equity.Design/methodology/approachA quantitative approach was applied to analyse data collected from a global online survey. Hypotheses were tested using PLS-SEM analysis.FindingsResults show that destination brand equity is positively influenced by value co-creation. Additionally, social commerce information sharing mediates the relationship between value co-creation and destination brand equity.Practical implicationsThe article adds new insights to tourism marketing by investigating value co-creation, social commerce information sharing and destination brand equity. It also offers interesting implications for destination managers to improve Vietnam as a destination brand.Originality/valueThis paper is among the first to test the mediating role of social commerce on value co-creation and destination brand equity.

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Value co-creation and destination brand equity: understanding the role of social commerce information sharing

Long¹,

Woyo

Pham

et al. 2022

JHTI

Self Cite

View full text Add to dashboard Cite

show abstract

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Social Media Analytics

Cited by 1 publication

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Value co-creation and destination brand equity: understanding the role of social commerce information sharing

Value co-creation and destination brand equity: understanding the role of social commerce information sharing

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