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Article

The Role of Travel Motivations and Social Media Use in Consumer Interactive Behaviour: A Uses and Gratifications Perspective

1
Department of Marketing, University of Valencia, 46022 Valencia, Spain
2
Department of Marketing, University of Zaragoza, 50005 Zaragoza, Spain
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(21), 8789; https://doi.org/10.3390/su12218789
Received: 18 September 2020 / Revised: 19 October 2020 / Accepted: 20 October 2020 / Published: 22 October 2020
(This article belongs to the Special Issue Consumer-Brand Relationships in the Era of Social Media and Big Data)
This paper explores the influence of travel motivations and the gratification provided by social media in consumer stickiness to social media, intention to create user-generated content, and electronic word of mouth (eWOM) review adoption. The study follows a mixed-methods approach. First, a concept mapping study was undertaken to identify the main travel motivations and the gratifications provided by social media when consumers search for information on tourism destinations. A second study using structural equation modelling and SmartPLS 3.2.7 with a sample of 401 heavy users of social media showed the relationships between individual travel motivations and gratifications provided by social media and consumer stickiness, intention to share user-generated content (UGC), and eWOM review adoption. View Full-Text
Keywords: uses and gratifications; stickiness; user-generated content; eWOM; social media; travel motivations uses and gratifications; stickiness; user-generated content; eWOM; social media; travel motivations
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MDPI and ACS Style

Chavez, L.; Ruiz, C.; Curras, R.; Hernandez, B. The Role of Travel Motivations and Social Media Use in Consumer Interactive Behaviour: A Uses and Gratifications Perspective. Sustainability 2020, 12, 8789. https://doi.org/10.3390/su12218789

AMA Style

Chavez L, Ruiz C, Curras R, Hernandez B. The Role of Travel Motivations and Social Media Use in Consumer Interactive Behaviour: A Uses and Gratifications Perspective. Sustainability. 2020; 12(21):8789. https://doi.org/10.3390/su12218789

Chicago/Turabian Style

Chavez, Luciana, Carla Ruiz, Rafael Curras, and Blanca Hernandez. 2020. "The Role of Travel Motivations and Social Media Use in Consumer Interactive Behaviour: A Uses and Gratifications Perspective" Sustainability 12, no. 21: 8789. https://doi.org/10.3390/su12218789

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