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The Effects of Digital Content on Cu...

Yu, Jung Hee.

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The Effects of Digital Content on Customer Engagement across Different Travel Purposes.

Record Type:	Electronic resources : Monograph/item
Title/Author:	The Effects of Digital Content on Customer Engagement across Different Travel Purposes./
Author:	Yu, Jung Hee.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
Description:	124 p.
Notes:	Source: Dissertations Abstracts International, Volume: 83-01, Section: A.
Contained By:	Dissertations Abstracts International83-01A.
Subject:	Recreation. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28546149
ISBN:	9798516960062

The Effects of Digital Content on Customer Engagement across Different Travel Purposes.
Yu, Jung Hee.

The Effects of Digital Content on Customer Engagement across Different Travel Purposes. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 124 p.

Source: Dissertations Abstracts International, Volume: 83-01, Section: A.

Thesis (Ph.D.)--Michigan State University, 2021.

This item must not be sold to any third party vendors.

This study investigates how message appeal initiates customer engagement when different trip purposes or hotel attributes are presented in a tourism and hospitality context. This study aims to understand how engagement toward a social media post influences behavioral intention toward a hotel as a common tourism product.Over the last two decades, researchers actively explored the concept of customer engagement. This study pioneer different approaches to the body of existing engagement literature in various aspects: 1) experimental research design, 2) multi-dimensions of customer engagement, 3) engagement toward a social media post, and 4) engagement in the initial exposure to the brand through social media. This study investigates how travel purposes and hotel attributes moderate the effect of appeal on engagement. Finally, additional testing of the existence of a positive relationship between engagement and business performance is added.An experimental research design with two independent studies was executed. Study 1 (n=254) adopted a 2 (message appeal: informational vs. emotional) x 2 (trip purpose: business vs. leisure) full factorial between-subjects design. Study 2 (n=265) employed a 2 (message appeal: informational vs. emotional) x 2 (information topic: core vs. supporting) full factorial between-subjects design. Participants were recruited from the Amazon Mechanical Turk online survey system and directed to the online survey platform Qualtrics. ANCOVA analysis was conducted to test message appeal on engagement level. Then multiple regression analysis was executed to test the relationship between levels of engagement and behavioral intention. This study's findings indicate that when travel purpose was studied as a moderator of message appeal on engagement, informational appeal generates a significantly higher page engagement and post engagement than emotional appeal in the leisure travel group. When the message topic was tested as a moderator of message appeal on engagement, emotional appeal elicits a higher engagement level than informational appeal. This study reveals that engagement's psychological aspect is associated with search intention, word-of-mouth intention, and purchase intention. Regarding behavioral aspects of engagement, post engagement alone is not significantly associated with behavioral intention. In contrast, page engagement is associated with word-of-mouth intention. Finally, practical implications are suggested for industry practitioners to optimize social media content. Moreover, travel industry stakeholders should excogitate that leisure travelers engage more with an informational message than with an emotional message when they have limited information about a hotel.

ISBN: 9798516960062Subjects--Topical Terms:

535376
Recreation.
Subjects--Index Terms:

Message appeal

The Effects of Digital Content on Customer Engagement across Different Travel Purposes.
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245 1 4 $a The Effects of Digital Content on Customer Engagement across Different Travel Purposes.
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300 $a 124 p.
500 $a Source: Dissertations Abstracts International, Volume: 83-01, Section: A.
500 $a Advisor: Vogt, Christine;Cha, JaeMin.
502 $a Thesis (Ph.D.)--Michigan State University, 2021.
506 $a This item must not be sold to any third party vendors.
520 $a This study investigates how message appeal initiates customer engagement when different trip purposes or hotel attributes are presented in a tourism and hospitality context. This study aims to understand how engagement toward a social media post influences behavioral intention toward a hotel as a common tourism product.Over the last two decades, researchers actively explored the concept of customer engagement. This study pioneer different approaches to the body of existing engagement literature in various aspects: 1) experimental research design, 2) multi-dimensions of customer engagement, 3) engagement toward a social media post, and 4) engagement in the initial exposure to the brand through social media. This study investigates how travel purposes and hotel attributes moderate the effect of appeal on engagement. Finally, additional testing of the existence of a positive relationship between engagement and business performance is added.An experimental research design with two independent studies was executed. Study 1 (n=254) adopted a 2 (message appeal: informational vs. emotional) x 2 (trip purpose: business vs. leisure) full factorial between-subjects design. Study 2 (n=265) employed a 2 (message appeal: informational vs. emotional) x 2 (information topic: core vs. supporting) full factorial between-subjects design. Participants were recruited from the Amazon Mechanical Turk online survey system and directed to the online survey platform Qualtrics. ANCOVA analysis was conducted to test message appeal on engagement level. Then multiple regression analysis was executed to test the relationship between levels of engagement and behavioral intention. This study's findings indicate that when travel purpose was studied as a moderator of message appeal on engagement, informational appeal generates a significantly higher page engagement and post engagement than emotional appeal in the leisure travel group. When the message topic was tested as a moderator of message appeal on engagement, emotional appeal elicits a higher engagement level than informational appeal. This study reveals that engagement's psychological aspect is associated with search intention, word-of-mouth intention, and purchase intention. Regarding behavioral aspects of engagement, post engagement alone is not significantly associated with behavioral intention. In contrast, page engagement is associated with word-of-mouth intention. Finally, practical implications are suggested for industry practitioners to optimize social media content. Moreover, travel industry stakeholders should excogitate that leisure travelers engage more with an informational message than with an emotional message when they have limited information about a hotel.
590 $a School code: 0128.
650 4 $a Recreation. $3 535376
650 4 $a Web studies. $3 2122754
650 4 $a Research. $3 531893
650 4 $a Standard deviation. $3 3560390
650 4 $a Consumer attitudes. $3 3543106
650 4 $a Hypothesis testing. $3 3560946
650 4 $a User generated content. $3 3562474
650 4 $a Researchers. $3 3560729
650 4 $a Tourism. $3 536870
650 4 $a Cognition & reasoning. $3 3556293
650 4 $a Experiments. $3 525909
650 4 $a Leisure. $3 528341
650 4 $a Theory of planned behavior. $2 lcstt $3 3266397
650 4 $a Decision making. $3 517204
650 4 $a Variables. $3 3548259
650 4 $a Information processing. $3 3561808
650 4 $a Travel. $3 585743
650 4 $a Literature reviews. $3 3559998
650 4 $a Information sources. $3 3560861
653 $a Message appeal
653 $a Message content
653 $a Social media
653 $a Hotels
690 $a 0814
690 $a 0338
690 $a 0646
710 2 $a Michigan State University. $b Sustainable Tourism and Protected Area Management - Doctor of Philosophy. $3 2104482
773 0 $t Dissertations Abstracts International $g 83-01A.
790 $a 0128
791 $a Ph.D.
792 $a 2021
793 $a English
856 4 0 $u https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28546149