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The Effect of Engagement in Online Social Network on Susceptibility to Influence

Tussyadiah, Iis, Kausar, D and Soesilo, PKM (2015) The Effect of Engagement in Online Social Network on Susceptibility to Influence Journal of Hospitality & Tourism Research.

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The effect of consumer participation in online social networking activities on their susceptibility to influence is investigated in a context of restaurant consumption. This research identified a positive relationship between consumers engagement in social networking sites (SNS) on their susceptibility to global consumption influence, which is a multidimensional factor consisting of conformity to trend, social prestige, and quality perception. Furthermore, consumer engagement in SNS and susceptibility to global consumption influence positively affect social influence on SNS. That is, consumers with higher participation in SNS are more prone to global consumer convergence and peer influence on SNS. As implications for tourism and hospitality businesses, strategies to manage consumer-to-consumer communication on social media are suggested.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > School of Hospitality and Tourism Management
Authors :
Kausar, D
Soesilo, PKM
Date : 30 April 2015
DOI : 10.1177/1096348015584441
Copyright Disclaimer : Copyright 2015 Sage Publications Ltd.
Depositing User : Melanie Hughes
Date Deposited : 19 Oct 2017 13:33
Last Modified : 16 Jan 2019 18:58

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