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Travel Social Media Involvement: A Proposed Measure
The document presents a study aimed at developing a measure to assess travelers' involvement with travel social media, highlighting the significance of social media in travel decision-making. It discusses the methodology for validating the instrument used in the study, including confirmatory factor analysis to ensure reliability and validity. Ultimately, the findings indicate that social media involvement is a multidimensional construct that can inform online personalization and segmentation strategies for travelers.
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Travel Social Media Involvement: A Proposed Measure
- 1. ENTER 2015 ResearchTrack 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 ResearchTrack Slide Number 2 Main Aim of Study ⢠Propose a measure to examine travellersâ level of involvement with travel social media websites
- 3. ENTER 2015 ResearchTrack 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; OâConner, 2008; Sparks and Browning, 2011; Vermeulen & Seegers, 2009; Xiang & Greztel, 2010; Yoo & Gretzel, 2012) ⢠Informational Benefits (Parra-LĂłpez 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 ResearchTrack 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 ResearchTrack Slide Number 5 Literature Review ⢠Social Media Involvement ⢠Involvement is both a mental state and a behavioural process (Stone,1984) ⢠A personâs level of interest, emotional attachment or arousal with social media.
- 6. ENTER 2015 ResearchTrack Slide Number 6 Interest in Social Media Social Media Involvement Perceived Playfulness Social Media Consumption Social Media Creation
- 7. ENTER 2015 ResearchTrack Slide Number 7 Methodolgy Interest in Social Media Social Media for travel purposes isâŚ. McQuarrie and Munson (1992)
- 8. ENTER 2015 ResearchTrack 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 ResearchTrack Slide Number 9 Methodolgy Social Media Consumption Before travellingâŚ. While travellingâŚ.
- 10. ENTER 2015 ResearchTrack Slide Number 10 Methodolgy Social Media Creation While travellingâŚ. After travellingâŚ.
- 11. ENTER 2015 ResearchTrack Slide Number 11 Data Collection
- 12. ENTER 2015 ResearchTrack 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 ResearchTrack Slide Number 13 Reliability and Validity Measures ⢠Indicator loadings between 0.72 and 0.95 and were found to be significant ⢠Cronbachâs 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 ResearchTrack 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 ResearchTrack 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 â Perceived Playfulness; SM â Social Media Cross-Loadings
- 16. ENTER 2015 ResearchTrack 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 ResearchTrack 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 ResearchTrack Slide Number 18 TRIPADVISOR app downloaded 550 times2.300 contributions to TRIPADVISORThank You! During this presentationâŚ
Editor's Notes
- #4Â 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
- #19Â Custom animation effects: picture pan in window with text fade-in and fade-out (Advanced) Tip: For best results, select a high-resolution, vertically oriented picture, where the picture height is larger than the slide height. The picture in the example above is 15â high and 10â wide. (Normal slide dimensions are 7.5â high and 10â wide.) To reproduce the picture effects on this slide, do the following: On the Home tab, in the Slides group, click Layout, and then click Blank. On the Insert tab, in the Illustrations group, click Picture. In the Insert Picture dialog box, select a picture, and then click Insert. Select the picture. Under Picture Tools, on the Format tab, in the bottom right corner of the Size group, click the Size and Position dialog box launcher. In the Size and Position dialog box, on the Size tab, resize or crop the picture as needed so that under Size and rotate, the Height box is set to 15â and the Width box is set to 10â. Resize the picture under Size and rotate by entering values into the Height and Width boxes. Crop the picture under Crop from by entering values into the Left, Right, Top, and Bottom boxes. On the Home tab, in the Drawing group, click Arrange, point to Align, and then do the following: Click Align to Slide. Click Align Top. Click Align Center. The remainder of picture will extend beyond the bottom edge of the slide area. You may need to zoom out to view your slide. To zoom out, on the View tab, in the Zoom group, click Zoom. In the Zoom dialog box, select 33%. To reproduce the shape effects on this slide, do the following: On the Home tab, in the Drawing group, click Shapes, and then under Rectangles click Rounded Rectangle (second option from the left). On the slide, drag to draw a rounded rectangle. Select the rounded rectangle. Under Drawing Tools, on the Format tab, in the Size group, do the following: In the Shape Height box, enter 2.5â. In the Shape Width box, enter 8â. Under Drawing Tools, on the Format tab, in the Shape Styles group, do the following: Click the arrow next to Shape Fill, and then click No Fill. Click the arrow next to Shape Outline, and then under Theme Colors click White, Background 1 (first row, first option from the left). Under Drawing Tools, on the Format tab, in the bottom right corner of the Shape Styles group, click the Format Shape dialog box launcher. In the Format Shape dialog box, in the left pane, click Line Style. In the Line Style pane, in the Width box, enter 10 pt. Also in the Format Shape dialog box, in the left pane, click 3-D Format, and then do the following in the 3-D Format pane: Under Bevel, click the button next to Top, and then under Bevel click Circle (first row, first option from the left). Under Surface, click the button next to Material, and then under Standard click Warm Matte (second option from the left). Click the button next to Lighting, and then under Cool click Freezing (second option from the left). On the Home tab, in the Drawing group, click Arrange, point to Align, and then do the following: Click Align to Slide. Click Align Middle. Click Align Center. On the Home tab, in the Drawing group, click Shapes, and then under Rectangles click Rectangle (first option from the left). On the slide, drag to draw a rectangle. Select the rectangle. Under Drawing Tools, on the Format tab, in the Size group, do the following: In the Shape Height box, enter 2.51â. In the Shape Width box, enter 10â. Under Drawing Tools, on the Format tab, in the Shape Styles group, click the arrow next to Shape Outline, and then click No Outline. Under Drawing Tools, on the Format tab, in the Shape Styles group, click the arrow next to Shape Fill, point to Gradient, and then click More Gradients. In the Format Shape dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following: In the Type list, select Linear. Click the button next to Direction, and then click Linear Down (first row, second option from the left). Under Gradient stops, click Add or Remove until two stops appear in the drop-down list. Also under Gradient stops, customize the gradient stops as follows: Select Stop 1 from the list, and then do the following: In the Stop position box, enter 0%. Click the button next to Color, and then under Theme Colors click Black, Text 1 (first row, second option from the left). Select Stop 2 from the list, and then do the following: In the Stop position box, enter 100%. Click the button next to Color, and then under Theme Colors click Black, Text 1, Lighter 25% (fourth row, second option from the left). On the Home tab, in the Drawing group, click Arrange, point to Align, and then do the following: Click Align to Slide. Click Align Top. Click Align Center. Select the rectangle. On the Home tab, in the Clipboard group, click the arrow under Paste, and then click Duplicate. Select the duplicate rectangle. On the Home tab, in the Drawing group, click the arrow next to Shape Fill, point to Gradient, and then click More Gradients. In the Format Shape dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following: In the Type list, select Linear. Click the button next to Direction, and then click Linear Down (first row, second option from the left). Under Gradient stops, click Add or Remove until two stops appear in the drop-down list. Also under Gradient stops, customize the stops as follows: Select Stop 1 from the list, and then do the following: In the Stop position box, enter 0%. Click the button next to Color, and then under Theme Colors click Black, Text 1, Lighter 25% (fourth row, second option from the left). Select Stop 2 from the list, and then do the following: In the Stop position box, enter 100%. Click the button next to Color, and then under Theme Colors click Black, Text 1 (first row, second option from the left). On the Home tab, in the Drawing group, click Arrange, point to Align, and then do the following: Click Align to Slide. Click Align Bottom. Click Align Center. On the Home tab, in the Drawing group, click Shapes, and then under Rectangles click Rectangle (first option from the left). On the slide, drag to draw a rectangle. Select the rectangle. Under Drawing Tools, on the Format tab, in the Size group, do the following: In the Shape Height box, enter 2.55â. In the Shape Width box, enter 1.06â. Under Drawing Tools, on the Format tab, in the bottom right corner of the Shape Styles group, click the Format Shape dialog box launcher. In the Format Shape dialog box, in the left pane, click Line Color. In the Line Color pane, select No line. Also in the Format Shape dialog box, in the left pane, click Fill. In the Fill pane, select Solid fill, click the button next to Color, and then under Theme Colors click Black, Text 1, Lighter 25% (fourth row, second option from the left). On the Home tab, in the Drawing group, click Arrange, point to Align, and then do the following: Click Align to Slide. Click Align Right. Click Align Middle. Select the rectangle. On the Home tab, in the Clipboard group, click the arrow under Paste, and then click Duplicate. Select the duplicate rectangle. On the Home tab, in the Drawing group, click Arrange, point to Align, and then do the following: Click Align to Slide. Click Align Left. Click Align Middle. On the Home tab, in the Editing group, click Select, and then click Selection Pane. In the Selection and Visibility pane, select the rounded rectangle. On the Home tab, in the Drawing group, click Arrange, and then click Bring to Front. In the Selection and Visibility pane, press and hold CTRL, and then select the rounded rectangle and four rectangles. On the Home tab, in the Drawing group, click Arrange, and then click Group. To reproduce the text effects on this slide, do the following: On the Insert tab, in the Text group, click Text Box. On the slide, drag to draw a text box. Enter text in the text box, and then select the text. On the Home tab, in the Font group, select Calibri from the Font list, enter 26 in the Font Size box, click the arrow next to Font Color, and then under Theme Colors click White, Background 1 (first row, first option from the left). Drag the text box to the lower left corner of the slide, under the rounded rectangle. To reproduce the animation effects for the picture on this slide, do the following: On the Animations tab, in the Animations group, click Custom Animation. In the Selection and Visibility pane, select the picture, and then do the following in the Custom Animation task pane: Click Add Effect, point to Entrance, and then click More Effects. In the Add Entrance Effect dialog box, under Subtle, click Fade, and then click OK. Under Modify: Fade, in the Start list, select With Previous. Under Modify: Fade, in the Speed list, select Medium. Click Add Effect, point to Motion Paths, and then click Up. Under Modify: Up, in the Start list, select With Previous. Also in the Custom Animation task pane, click the arrow to the right of the second animation effect (up motion path for the picture), and then click Timing. In the Up dialog box, on the Timing tab, in the Speed box, enter 20 seconds, and then click OK. On the slide, select the Up motion path, and then do the following: Press and hold SHIFT, and then drag the end point (red arrow) of the motion path to the top edge of the slide. Press and hold Shift, and then drag the starting point (green arrow) of the motion path to the bottom edge of the slide. To reproduce the animation effects for the text on this slide, do the following: On the slide, select the text box. In the Custom Animation task pane, click Add Effect, point to Entrance, and then click More Effects. In the Add Entrance Effect dialog box, under Subtle, click Fade, and then click OK. Under Modify: Fade, do the following: In the Start list, select With Previous. In the Speed list, select Very Fast. Click the arrow to the right of the third animation effect (fade entrance effect for the text box), and then click Timing. In the Fade dialog box, on the Timing tab, in the Delay box, enter 3.0, and then click OK. In the Custom Animation task pane, click Add Effect, point to Exit, and then click More Effects. In the Add Entrance Effect dialog box, under Subtle, click Fade, and then click OK. Under Modify: Fade, do the following: In the Start list, select With Previous. In the Speed list, select Very Fast. Click the arrow to the right of the fourth animation effect (fade exit effect for the text box), and then click Timing. In the Fade dialog box, on the Timing tab, in the Delay box, enter 8.0, and then click OK. In the Selection and Visibility pane, select the text box. On the Home tab, in the Clipboard group, click the arrow under Paste, and then click Duplicate. On the slide, click in the second text box and edit the text. In the Custom Animation task pane, do the following: Select the fifth animation effect (fade entrance effect for the second text box). Click the arrow to the right of the effect, and then click Timing. In the Fade dialog box, on the Timing tab, in the Delay box, enter 8.5, and then click OK. Select the sixth animation effect (fade exit effect for the second text box). Click the arrow to the right of the effect, and then click Timing. In the Fade dialog box, on the Timing tab, in the Delay box, enter 13.0, and then click OK. In the Selection and Visibility pane, select the second text box. On the Home tab, in the Clipboard group, click the arrow under Paste, and then click Duplicate. On the slide, click in the third text box and edit the text. In the Custom Animation task pane, do the following: Select the seventh animation effect (fade entrance effect for the third text box). Click the arrow to the right of the effect, and then click Timing. In the Fade dialog box, on the Timing tab, in the Delay box, enter 13.5, and then click OK. Select the eighth animation effect (fade exit effect for the third text box). Click the arrow to the right of the effect, and then click Timing. In the Fade dialog box, on the Timing tab, in the Delay box, enter 19.5, and then click OK. In the Selection and Visibility pane, press and hold CTRL, and then select the three text boxes. On the Home tab, in the Drawing group, click Arrange, point to Align, and then do the following: Click Align Selected Objects. Click Align Middle. Click Align Center. With all three text boxes still selected, drag the text boxes to the lower left corner of the rounded rectangle. To reproduce the animation effects for the shapes on this slide, do the following: In the Selection and Visibility pane, select the group of shapes that contains the rounded rectangle and four rectangles. In the Custom Animation task pane, do the following: Click Add Effect, point to Exit, and then click More Effects. In the Add Exit Effect dialog box, under Moderate, click Stretchy, and then click OK. Under Modify: Stretchy, in the Start list, select After Previous. Under Modify: Stretchy, in the Speed list, select Medium.