Understanding the importance that consumers attach to social media sharing (ISMS): Scale development and validation

Bekir Bora Dedeoğlu, B. Taheri, Fevzi Okumus, M. Gannon

Research output: Contribution to journalArticlepeer-review

Abstract

In response to the increasing ubiquity of social media platforms, improved consumer choice, and technological progress, the importance of consumer-generated content (CGC) continues to grow for organizations marketing their destinations, products, and services to tourists. Yet, despite the importance tourists place on CGC and information shared via social media, there remains a lack of academic focus in this area. To address this gap, we use a rigorous multi-step scale development procedure to create a scale centered on understanding the importance consumers attach to social media sharing (ISMS) from a tourists' perspective. Studies conducted across different contexts (Turkey and Scotland), comprising 1183 participants, were used to validate the newly developed ISMS scale. The scale indicates internal consistency and reliability, alongside construct and predictive validity. Directions for future research and the practical implications of the newly developed ISMS scale are discussed by way of conclusion.
Original languageEnglish
JournalTourism Management
Volume76
Early online date24 Jul 2019
DOIs
Publication statusPublished - 2020

Keywords

  • Consumer-generated content (CGC)
  • social media
  • tourism
  • CGC types
  • importance of CGC
  • participant sharing
  • non-participant sharing

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