TY - JOUR
T1 - From tourist motivations to buying decisions
T2 - A multilevel engagement perspective
AU - Nusair, Khaldoon
AU - Okumus, Fevzi
AU - Karatepe, Osman M.
AU - Alfarhan, Usamah F.
AU - de Larrea, Gabriela Lelo
N1 - Publisher Copyright:
© 2023
PY - 2023/9/1
Y1 - 2023/9/1
N2 - This paper offers theoretical and practical implications regarding digital media content generated on social media networks (SMNs). However, limited research has been conducted on this topic, resulting in important knowledge gaps. To narrow this gap, this paper proposes a theoretical framework that explored an important tourist-based antecedent (involvement) and its first- (engagement levels), second- (brand love), third-tier (buying decision) consequences, respectively. Data were gathered from a sample of 722 US tourists who used SMNs for leisure travel purposes. Our findings reported that affective involvement had a strong positive relationship with the three levels of engagement. Additionally, cognitive involvement was significantly related to two engagement levels: consumption and creation. Our findings verified the positive link between the three levels of engagement and brand love. Interestingly, brand love exerted a significant positive impact on both impulse buying and cross-buying decisions. Finally, gender moderated the link between brand love and the cross-buying decision.
AB - This paper offers theoretical and practical implications regarding digital media content generated on social media networks (SMNs). However, limited research has been conducted on this topic, resulting in important knowledge gaps. To narrow this gap, this paper proposes a theoretical framework that explored an important tourist-based antecedent (involvement) and its first- (engagement levels), second- (brand love), third-tier (buying decision) consequences, respectively. Data were gathered from a sample of 722 US tourists who used SMNs for leisure travel purposes. Our findings reported that affective involvement had a strong positive relationship with the three levels of engagement. Additionally, cognitive involvement was significantly related to two engagement levels: consumption and creation. Our findings verified the positive link between the three levels of engagement and brand love. Interestingly, brand love exerted a significant positive impact on both impulse buying and cross-buying decisions. Finally, gender moderated the link between brand love and the cross-buying decision.
KW - Brand love
KW - Cross-buying
KW - Impulse buying
KW - Involvement
KW - Multilevel engagement
KW - Social media in tourism
UR - http://www.scopus.com/inward/record.url?scp=85164458574&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85164458574&partnerID=8YFLogxK
UR - https://www.mendeley.com/catalogue/dea758b1-76b8-3ed8-8707-bf3f424498a0/
U2 - 10.1016/j.tmp.2023.101148
DO - 10.1016/j.tmp.2023.101148
M3 - Article
AN - SCOPUS:85164458574
SN - 2211-9736
VL - 48
JO - Tourism Management Perspectives
JF - Tourism Management Perspectives
M1 - 101148
ER -