Social media and consumer buying decisions in tourism: The case of Turkey

Orhan, Icoz; Kütük, Anıl; Icoz, Onur

doi:10.25145/j.pasos.2018.16.073

Cited by 26 publications

(17 citation statements)

References 33 publications

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“…Accordingly, it also affects the consumers in obtaining information about a product. The more specific study concluded that social media determine and influence consumer decisions in buying a product or service (Icoz, Kutuk, and Icoz 2018).…”

Section: Literature Reviewmentioning

confidence: 99%

Marketing Communication Strategy To Improve Tourism Potential

Amin

Priansah

2019

BIRCI

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One of the main cultural attractions and the main attraction of tourism in the Kuningan regency is Curug Putri Palutungan. The tourism potential of the Kuningan regency was also supported by good access and transportation facilities. To reach the tourist attraction area that once was separated by many rivers, several bridges were built to facilitate tourists the tourist attraction. The tourist potential of the Curug Putri Palutungan is a mixture of the natural charm of mountainous forests and clear waterfalls, backed by a fresh mountain air that challenges you to explore the nature of the mystery of the forest. In this article, the authors use a qualitative method when conducting descriptive studies on the object of writing, because this method is an appropriate method to search for social fields and in particular communication. Qualitative writing methods that will be used to better understand the phenomena related to psychological aspects, behavior, attitudes, responses, opinions, feelings, desires and desires of a person or group. The marketing communication strategy of the Office of Youth, Sports, and Tourism to increase the tourism potential of the regency of Curug Putri Palutungan is one of them through advertising, that is, the installation of banners/billboards, print media advertising, online media advertising, Kuningan FM radio ads.

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Section: Literature Reviewmentioning

confidence: 99%

Marketing Communication Strategy To Improve Tourism Potential

Amin

Priansah

2019

BIRCI

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“…We used a 5-point Likert scale, ranging from strongly disagree to strongly agree. The constructs and the items were adopted from previous studies discussed in the literature review [79,[150][151][152]. Owing to the absence of a comprehensive list of the visitors to the festival, this study followed the suggestion of Cochran [153] in choosing the sample size.…”

Section: Sample and Procedures For Data Collectionmentioning

confidence: 99%

“…We followed established and validated measurements of each construct obtainable in the extant literature. Accordingly, we measured the variable (construct) representing social media with five items recommended by Icoz et al, [152] while festival quality was measured using eight (8) items adopted from Wu et al, [79]. Furthermore, we adopted the measurement of Wan and Chan [153] to capture festival satisfaction with eight (8) items, while we measured revisiting intention through four (4) items adopted from Bigne, Sanchez, and Andrew [150].…”

Section: Instrument For Measurementmentioning

confidence: 99%

Social Media as a Destination Marketing Tool for a Sustainable Heritage Festival in Nigeria: A Moderated Mediation Study

2021

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This study explored how social media is used as a destination marketing tool for the sustainability of heritage festival quality in Nigeria, drawing on the theory of planned behavior. The festival, which is an exploration of heritage, was specifically premeditated to celebrate the slave trade period by highlighting the unique connection of African American history to the diaspora ancestors who were literally taken away as slaves through “the point of no return” in Badagry, Nigeria. A structured questionnaire was utilized as a research instrument to gather information aimed at examining the influence of social media (SM), website quality (WQ), and online word of mouth (eWOM) on tourists’ festival satisfaction (FS) and festival revisiting intention (FRI). Data were gathered from samples of 473 diaspora tourists at Badagry Diaspora Festival in Nigeria and analyzed using partial least square structural equation modelling (PLS-SEM) with the aid of WarpPLS (7.0). The findings of the study revealed that social media (SM), festival quality (FQ), website quality (WQ), and electronic word of mouth (eWOM) had a positive and significant relationship with tourists’ festival satisfaction. Additionally, this study found that festival quality had a positive impact on the intention of the tourists to revisit the Badagry Diaspora Festival because tourist attitude is influenced by the socio-cultural background of tourists. Moreover, the result revealed the partial mediating effect of festival satisfaction in the relationship between (a) SM, (b) FQ, (c) WQ, and (d) eWOM and tourists’ festival satisfaction. Similarly, cultural motivation was also found to mediate the relationship between tourists’ festival satisfaction and festival revisiting intension (RI). Based on the findings, the implications of the festival sustainability and future research directions were discussed.

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“…Research shows that there is a significant influence between social media marketing and brand awareness [7]. Furthermore, research also shows that there is a significant influence between social media marketing and purchasing decisions [17,18]. Therefore, it can be hypothesized that social media marketing has a significant influence on both brand awareness and purchasing decisions.…”

Section: Online and Social Media Marketingmentioning

confidence: 99%

The Influence of Instagram on Purchasing Decisions through Brand Awareness (a Study at Hive & Honey Solo)

Nugroho

Herdinata

2021

KSS

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As the food and beverage industry is growing rapidly, entrepreneurs are using this opportunity to engage in this area of business. Data show that social media is a very useful tool to advertise products or services to attract more customers, and with more and more people using social media, businesses have made social media one of their main marketing strategies. This research aimed to explore the effect of Instagram social media marketing on decisions to purchase Hive & Honey Solo products through brand awareness as a mediating variable. The study had a total of 92 respondents who had purchased Hive & Honey Solo products more than once. Data were collected using a questionnaire with 13 indicators that used the Likert scale, and data were processed using PLS-SEM. Social media marketing significantly positively influenced decisions to purchase Hive & Honey Solo products through brand awareness. Keywords: social media marketing, brand awareness, purchasing decision

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Social media and consumer buying decisions in tourism: The case of Turkey

Cited by 26 publications

References 33 publications

Marketing Communication Strategy To Improve Tourism Potential

Marketing Communication Strategy To Improve Tourism Potential

Social Media as a Destination Marketing Tool for a Sustainable Heritage Festival in Nigeria: A Moderated Mediation Study

The Influence of Instagram on Purchasing Decisions through Brand Awareness (a Study at Hive & Honey Solo)

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