Consumer engagement: the role of social currency in online reviews

Visitors’ perceived trust in sincere, authentic, and memorable heritage experiences

“…Thus, to stimulate perceived trust, cultural heritage site managers should opt to develop and subsequently draw upon their site's social currency. Social currency refers to brand-specific interactions manifest in offline and online platforms and, as per Kesgin and Murthy (2019), higher perceived social currency can enhance brand equity, improves experience quality, engenders trust, and stimulates consumer loyalty. Thus, while cultural heritage visitors are typically motivated by a desire to experience genuine local culture in a meaningful manner, the commercialisation and modernisation of cultural places can undermine the perceived authenticity and sincerity of such offerings (Taheri et al, 2018).…”

“…Therefore, the cultural heritage industry must take advantage of their 'setting' (e.g., servicescape) by placing visitors at the centre of experience management processes. In doing so, social connectivity (Gannon et al, 2017), participatory engagement (Simon, 2010), and social currency (Kesgin & Murthy, 2019) may emerge as useful tools, aiding managers in the curation of on-site experience management processes. This could offset prior over-reliance on transaction-based exchanges, moving the sector towards a relationship-based model.…”

Consumer engagement in the tourism industry: new trends and implications for research

“…In the next paper, analysing user generated data (reviews) on social brand communities (Facebook pages of 10 chosen attractions in New York), Kesgin and Murthy (2018) explore the relationship between social currency (SC), online ratings and loyalty (revisit and recommend intention). Their study identifies six dimensions of social currency, namely: conversation, information, advocacy, affiliation, utility and identity.…”

International services marketing: an integrative assessment of the literature国际化服务行业市场营销：综合文献分析

“…Other relevant topics include the digital service space, self-service technologies (e.g. Barua et al, 2018), consumer engagement in social media (Kesgin & Murthy, 2019), and new services of the sharing economy such as Uber or Airbnb. Technology adoption in an emerging market context is another area that offers promising opportunities for future research (Mishra et al, 2018).…”