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      Motives, Modes of Participation, and Loyalty Intentions of Facebook Tourism Brand Page Consumers

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      Journal of Travel Research
      SAGE Publications

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          Abstract

          This study examines the relationships between motivations, modes of participation and loyalty intentions of consumers of tourism brand pages on Facebook (TBPF). The study introduces an integrative theoretical and exploratory model that describes the impact of motivation on online consumer behavior (extent of participation and degree of active contribution) and attitudes toward particular brands (repurchase and recommendation intention). A digital survey posted on TBPF elicited 903 responses. Four factors of motives for participation were identified—functional, social-psychological, hedonistic, and incentive motives—with varying levels of importance. Social-psychological motives were the main predictors for “active-participation” in TBPF. There was a positive significant correlation between all the modes of participation and consumers’ loyalty intentions. The findings were significantly different from previous studies of online tourism communities with regard to the impact of social-psychological motives on consumer’s electronic word-of-mouth participation and loyalty intentions. The implications for the theory and marketing management are discussed, as is the study’s contribution to effective marketing management of TBPF.

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          Organizational Images and Member Identification

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            Consumer-Company Identification: A Framework for Understanding Consumers’ Relationships with Companies

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              The reliability of a two-item scale: Pearson, Cronbach, or Spearman-Brown?

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                Author and article information

                Journal
                Journal of Travel Research
                Journal of Travel Research
                SAGE Publications
                0047-2875
                1552-6763
                April 2018
                April 16 2017
                April 2018
                : 57
                : 4
                : 453-471
                Affiliations
                [1 ]Department of Hotel and Tourism Management, The Guilford Glazer Faculty of Business and Management, Ben-Gurion University of the Negev, Be’er-Sheva, Israel
                Article
                10.1177/0047287517704087
                8eb92082-66c3-4c9e-b6ed-a35f2fe2f790
                © 2018

                http://journals.sagepub.com/page/policies/text-and-data-mining-license

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