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Exploring tourism-generated social media communication, brand equity, satisfaction, and loyalty: A PLS-SEM-based multi-sequential approach

Although social media-based brand equity has become a vital area of interest for brand managers, insights into its destination-based dynamics and applications remain scarce, specifically in the destination brand context. To address this gap, we develop and test a theoretical model to investigate the...

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Main Authors: Abbasi, A.Z., Rather, R.A., Hooi Ting, D., Shamim, A., Saima, N., Khalil, H., Muddasar, G.K.
Format: Article
Published: 2022
Online Access:http://scholars.utp.edu.my/id/eprint/33962/
https://www.scopus.com/inward/record.uri?eid=2-s2.0-85135761057&doi=10.1177%2f13567667221118651&partnerID=40&md5=1fc77aa070bcd41f855493aa00bb4ccf
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spelling oai:scholars.utp.edu.my:339622022-12-20T03:54:24Z http://scholars.utp.edu.my/id/eprint/33962/ Exploring tourism-generated social media communication, brand equity, satisfaction, and loyalty: A PLS-SEM-based multi-sequential approach Abbasi, A.Z. Rather, R.A. Hooi Ting, D. Shamim, A. Saima, N. Khalil, H. Muddasar, G.K. Although social media-based brand equity has become a vital area of interest for brand managers, insights into its destination-based dynamics and applications remain scarce, specifically in the destination brand context. To address this gap, we develop and test a theoretical model to investigate the role of destination marketing organization-generated and tourist-generated social media communication to determine the brand awareness and brand image of the Gilgit-Baltistan region, which in turn influence customer-based brand equity (CBBE) (i.e. perceived quality), satisfaction, and loyalty. Data come from well-known tourist sites in Gilgit-Baltistan. Using the multi-sequential approach in WarpPLS 7.0, findings shows that the social media communication dimensions show differential impacts on brand awareness as a metric of CBBE. Second, destination awareness demonstrates a differential impact on perceived destination image dimensions. Third, the destination image dimensions exert different effects on the perceived quality of the destination. Fourth, perceived quality positively influences satisfaction, which in turn enhances loyalty. We offer important implications that emerged from the analyzes and also suggest directions for future research. © The Author(s) 2022. 2022 Article NonPeerReviewed Abbasi, A.Z. and Rather, R.A. and Hooi Ting, D. and Shamim, A. and Saima, N. and Khalil, H. and Muddasar, G.K. (2022) Exploring tourism-generated social media communication, brand equity, satisfaction, and loyalty: A PLS-SEM-based multi-sequential approach. Journal of Vacation Marketing. https://www.scopus.com/inward/record.uri?eid=2-s2.0-85135761057&doi=10.1177%2f13567667221118651&partnerID=40&md5=1fc77aa070bcd41f855493aa00bb4ccf 10.1177/13567667221118651 10.1177/13567667221118651 10.1177/13567667221118651
institution Universiti Teknologi Petronas
building UTP Resource Centre
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Petronas
content_source UTP Institutional Repository
url_provider http://eprints.utp.edu.my/
description Although social media-based brand equity has become a vital area of interest for brand managers, insights into its destination-based dynamics and applications remain scarce, specifically in the destination brand context. To address this gap, we develop and test a theoretical model to investigate the role of destination marketing organization-generated and tourist-generated social media communication to determine the brand awareness and brand image of the Gilgit-Baltistan region, which in turn influence customer-based brand equity (CBBE) (i.e. perceived quality), satisfaction, and loyalty. Data come from well-known tourist sites in Gilgit-Baltistan. Using the multi-sequential approach in WarpPLS 7.0, findings shows that the social media communication dimensions show differential impacts on brand awareness as a metric of CBBE. Second, destination awareness demonstrates a differential impact on perceived destination image dimensions. Third, the destination image dimensions exert different effects on the perceived quality of the destination. Fourth, perceived quality positively influences satisfaction, which in turn enhances loyalty. We offer important implications that emerged from the analyzes and also suggest directions for future research. © The Author(s) 2022.
format Article
author Abbasi, A.Z.
Rather, R.A.
Hooi Ting, D.
Shamim, A.
Saima, N.
Khalil, H.
Muddasar, G.K.
spellingShingle Abbasi, A.Z.
Rather, R.A.
Hooi Ting, D.
Shamim, A.
Saima, N.
Khalil, H.
Muddasar, G.K.
Exploring tourism-generated social media communication, brand equity, satisfaction, and loyalty: A PLS-SEM-based multi-sequential approach
author_facet Abbasi, A.Z.
Rather, R.A.
Hooi Ting, D.
Shamim, A.
Saima, N.
Khalil, H.
Muddasar, G.K.
author_sort Abbasi, A.Z.
title Exploring tourism-generated social media communication, brand equity, satisfaction, and loyalty: A PLS-SEM-based multi-sequential approach
title_short Exploring tourism-generated social media communication, brand equity, satisfaction, and loyalty: A PLS-SEM-based multi-sequential approach
title_full Exploring tourism-generated social media communication, brand equity, satisfaction, and loyalty: A PLS-SEM-based multi-sequential approach
title_fullStr Exploring tourism-generated social media communication, brand equity, satisfaction, and loyalty: A PLS-SEM-based multi-sequential approach
title_full_unstemmed Exploring tourism-generated social media communication, brand equity, satisfaction, and loyalty: A PLS-SEM-based multi-sequential approach
title_sort exploring tourism-generated social media communication, brand equity, satisfaction, and loyalty: a pls-sem-based multi-sequential approach
publishDate 2022
url http://scholars.utp.edu.my/id/eprint/33962/
https://www.scopus.com/inward/record.uri?eid=2-s2.0-85135761057&doi=10.1177%2f13567667221118651&partnerID=40&md5=1fc77aa070bcd41f855493aa00bb4ccf
_version_ 1753790760507932672
score 13.211869

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