Travel Social Media Involvement: A Proposed Measure
1. ENTER 2015 Research Track Slide Number 1
Travel Social Media Involvement: A
Proposed Measure
Suzanne Amaro
Paulo Duarte
Polytechnic Institute of Viseu, Portugal
samaro@estgv.pt
2. ENTER 2015 Research Track Slide Number 2
Main Aim of Study
• Propose a measure to examine travellers’
level of involvement with travel social
media websites
3. ENTER 2015 Research Track Slide Number 3
Literature Review
• Social Media Websites extremely popular
to search for travel information
• Many studies have demonstrated the
importance and impact of Social Media on
travel decisions (e.g. Fotis et al., 2012; Gretzel & Yoo, 2008;
Gretzel et al., 2007; O’Conner, 2008; Sparks and Browning, 2011; Vermeulen
& Seegers, 2009; Xiang & Greztel, 2010; Yoo & Gretzel, 2012)
• Informational Benefits (Parra-López et al., 2012; Chung &
Buhalis, 2008) and Hedonic Benefits (Chung & Buhalis, 2008;
Gretzel et al., 2007, Gretzel & Yoo, 2008; Wang & Fesenmaier, 2004)
4. ENTER 2015 Research Track Slide Number 4
Literature Review
• Some travellers have an active behaviour
on social media Websites, while others are
not as active.
• There is a huge gap between those who use
travel generated content and the number
of content creators (Yoo & Gretzel, 2011).
• Differences between Tripadvisor members
regarding social media use (Gretzel et al., 2007).
5. ENTER 2015 Research Track Slide Number 5
Literature Review
• Social Media Involvement
• Involvement is both a mental state and a
behavioural process (Stone,1984)
• A person’s level of interest, emotional
attachment or arousal with social media.
6. ENTER 2015 Research Track Slide Number 6
Interest in
Social Media
Social Media
Involvement
Perceived
Playfulness
Social Media
Consumption
Social Media
Creation
7. ENTER 2015 Research Track Slide Number 7
Methodolgy
Interest in
Social Media
Social Media for travel purposes is….
McQuarrie and Munson (1992)
8. ENTER 2015 Research Track Slide Number 8
Methodolgy
Perceived
Playfulness
Adapted from Lee, Cheung and Chen (2005), Moon and
Kim (2001) and Verhoef and Langerak (2001)
9. ENTER 2015 Research Track Slide Number 9
Methodolgy
Social Media
Consumption
Before travelling….
While travelling….
10. ENTER 2015 Research Track Slide Number 10
Methodolgy
Social Media
Creation
While travelling….
After travelling….
12. ENTER 2015 Research Track Slide Number 12
Instrument Validation
• The reliability and validity of the measures
were tested with a confirmatory factor
analysis (CFA) using SmartPLS
• This approach is considered to be more
reliable and valid than other approaches
(Afthanorhan, 2013).
• PLS-SEM readily incorporates both
reflective and formative measures (Hair et al., 2014).
13. ENTER 2015 Research Track Slide Number 13
Reliability and Validity Measures
• Indicator loadings between 0.72 and 0.95
and were found to be significant
• Cronbach’s Alfas between 0.9 and 0.94 (> 0.6)
• Composite Reliabilities 0.93 and 0.95 (> 0.7)
• AVE between 0.68 and 0.82 (>0.5)
14. ENTER 2015 Research Track Slide Number 14
Discriminant Validity
Interest in
Social Media
Perceived
Playfulness
Social Media
Consumption
Social Media
Creation
Interest in SM 0.87
Perceived
Playfulness
0.54 0.91
Social Media
Consumption
0.41 0.78 0.89
Social Media
Creation
0.41 0.60 0.56 0.82
Fornell-Larcker criterion
15. ENTER 2015 Research Track Slide Number 15
Discriminant Validity
Interest in
SM PP in SM
Social Media
Consumption
Social Media
Creation
ISM1 0.84 0.48 0.38 0.38
ISM2 0.88 0.47 0.34 0.38
ISM3 0.88 0.49 0.38 0.43
ISM4 0.89 0.48 0.34 0.37
ISM5 0.86 0.43 0.35 0.32
PP1 0.52 0.95 0.76 0.60
PP2 0.53 0.95 0.73 0.60
PP3 0.54 0.93 0.72 0.56
PP4 0.35 0.80 0.61 0.41
SMC1 0.31 0.70 0.90 0.43
SMC2 0.42 0.71 0.90 0.53
SMC3 0.37 0.72 0.95 0.50
SMC4 0.36 0.72 0.95 0.49
SMC5 0.38 0.64 0.77 0.54
SMCR1 0.32 0.45 0.44 0.72
SMCR2 0.33 0.48 0.54 0.75
SMCR3 0.42 0.57 0.46 0.86
SMCR4 0.40 0.53 0.50 0.92
SMCR5 0.26 0.36 0.32 0.77
SMCR6 0.39 0.54 0.47 0.90
PP – Perceived Playfulness; SM – Social Media
Cross-Loadings
16. ENTER 2015 Research Track Slide Number 16
First Order Constructs Weights
Interest in
Social Media
Social Media
Involvement
Perceived
Playfulness
Social Media
Consumption
Social Media
Creation
0.34***
0.32***
0.29***
0.27***
17. ENTER 2015 Research Track Slide Number 17
Conclusions
• The results empirically show that social
media involvement can be conceptualized
as a formative construct composed by four
distinct dimensions
• Travellers that are more involved are an
attractive segment
• Useful for online personalization and
segmentation or to predict behaviours
18. ENTER 2015 Research Track Slide Number 18
TRIPADVISOR app downloaded 550 times2.300 contributions to TRIPADVISORThank You!
During this presentation…
Editor's Notes
They have an impact on decisions, negative reviews will elimante a hotel from consideration, reviews are more importante than price, 80% read at least 6 reviews, they are considered to be more trustworthy, people are willing to pay more if the hotel has had a postiive review, looking at other comments is the most travel related activity done online
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