company expertise, company trustworthiness, functional fit, image fit, altruistic attributions, CSR image,

social responsibility, identification, brand attractiveness, brand coherence, brand distinctiveness, brand prestige, brand attitude, purchase intention,

Purpose The purpose of this paper is to provide a comprehensive research of the effects of the intensity of use of social media on destination brand equity. The authors use the schema theory and a multidimensional approach of brand equity to analyse how social media communication affects brand awareness, brand image, customer value, brand quality and loyalty. Design/methodology/approach The authors carried out a quantitative study through a personal survey with structured questionnaire. The study population were international tourists, over 18 years of age, who were visiting the city of Valencia, Spain. Respondents were asked to take the questionnaire upon arrival in Valencia, that is, before they had any direct experience of the tourist destination and when their knowledge of the city came only from the sources of social media information they have used. The final sample size was 249 interviewees. Findings Findings confirm a positive effect of the intensity of social media use on brand awareness. Results also suggest that brand awareness influences other dimensions of brand equity and highlight the influence of the destination affective image on the intention to make WOM communication. Originality/value Its originality lies in a unique approach for data collecting and using the schema theory of cognitive psychology to understand the phenomenon of social media influence on tourist perception of destination brands. The findings contribute to the development of better social media marketing in order to manage destination brands online.

No abstract

This study analyzes the influence of consumer-perceived dimensions of corporate social responsibility (CSR) from a sustainable development approach (i.e. economic, social, and environmental) on the dimensions of perceived value (i.e. utilitarian, emotional, and social value).The study also analyzes the moderating effect of perceived consumer effectiveness (PCE) in the value generation process around CSR. A theoretical model is estimated with data from 661 consumers of Inditex or Danone products, leading firms in the textile and dairy sectors, respectively. Results indicate that functional value is determined by economic and social dimensions of CSR. Emotional value can be enhanced through the three CSR dimensions but social dimension has the greatest influence. Finally, firms can only influence social value through social CSR initiatives because it is unaffected by environmental and economic dimensions. The moderating effect of PCE is confirmed by the influence of the social dimension of CSR on the three types of value and the influence of the economic dimension of CSR on consumer functional value.