Skip to main content

Research Repository

Advanced Search

Understanding the importance that consumers attach to social media sharing (ISMS): Scale development and validation

Dedeo?lu, Bekir Bora; Taheri, Babak; Okumus, Fevzi; Gannon, Martin

Authors

Bekir Bora Dedeo?lu

Babak Taheri

Fevzi Okumus

Martin Gannon



Abstract

In response to the increasing ubiquity of social media platforms, improved consumer choice, and technological progress, the importance of consumer-generated content (CGC) continues to grow for organizations marketing their destinations, products, and services to tourists. Yet, despite the importance tourists place on CGC and information shared via social media, there remains a lack of academic focus in this area. To address this gap, we use a rigorous multi-step scale development procedure to create a scale centered on understanding the importance consumers attach to social media sharing (ISMS) from a tourists' perspective. Studies conducted across different contexts (Turkey and Scotland), comprising 1183 participants, were used to validate the newly developed ISMS scale. The scale indicates internal consistency and reliability, alongside construct and predictive validity. Directions for future research and the practical implications of the newly developed ISMS scale are discussed by way of conclusion.

Citation

Dedeoğlu, B. B., Taheri, B., Okumus, F., & Gannon, M. (2020). Understanding the importance that consumers attach to social media sharing (ISMS): Scale development and validation. Tourism Management, 76, Article 103954. https://doi.org/10.1016/j.tourman.2019.103954

Journal Article Type Article
Acceptance Date Jul 18, 2019
Online Publication Date Jul 24, 2019
Publication Date 2020-02
Deposit Date Jul 18, 2019
Publicly Available Date Mar 28, 2024
Journal Tourism Management
Print ISSN 0261-5177
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 76
Article Number 103954
DOI https://doi.org/10.1016/j.tourman.2019.103954
Keywords Consumer-generated content (CGC); social media; tourism; CGC types; importance of CGC; participant sharing; non-participant sharing
Public URL http://researchrepository.napier.ac.uk/Output/1975339

Files





You might also like



Downloadable Citations