The Influence of Social Media on Users’ Travel Decision Using Information Adoption Model

Abstract

This study aims to examine how user-generated content (UGC) in social media influences the travel decision of the travellers‟ using social media for choosing tourism destination and services. UGC is used by travellers before travelling while travelling and after travelling, which has primarily transformed the tourism and hospitality industry. The social media users‟ normally share their positive or negative reviews about their experience on destinations and services which influence the travellers in choosing tourism destination and services. So, the current study proposed to examine the information adoption behaviour of the travellers‟ using a conceptual model developed on the basis of the Information Adoption Model (IAM). This study has examined the influence of information quality, information credibility, and information usefulness on information adoption behaviour of the travellers‟ using structural equation modelling (SEM) based on surveys of 384 respondents from the National Capital Region, India. The finding of the study has established a positive relationship between the variables. Further, this study has presented theoretical and practical implications as well as recommendations for further research.

The Enchantment of Social Media Influencers: Analysing Consumer Attitudes Through the Lens of the Information Adoption Model

“…In this context, the relationship between social media and the Information Adoption Model (IAM) provides significant insights into how individuals and institutions adopt information presented on social media and use it in their decision-making processes. The role of social media as an effective information-sharing tool necessitates the development of new theoretical models to understand the impact of social media platforms on user behaviours and information adoption processes (Haldar, 2022). These models provide a comprehensive framework for understanding how information spreads in a social media environment, how users respond to this information, and which factors are important in information adoption processes (Sun et al, 2019).…”

“…Erkan and Evans (2016) examined the impact of electronic word of mouth (eWOM) conversations on consumers' purchase intentions, finding that the quality, reliability, and usefulness of information significantly influence this intent through eWOM. Haldar (2022) studied the effect of user-generated content on social media on travel decisions, showing a positive relationship between information quality, reliability, and usefulness on information adoption behaviour. Siamagka et al (2015) stated that the perceived usefulness of social media adoption by B2B organizations is determined by perceived ease of use and perceived barriers, significantly affecting social media adoption.…”

“…This model examines the impact of various factors, such as the quality, reliability of the information, and the extent to which the user finds the information useful, on the information adoption process (Abbasi et al, 2022). It details how social media users trust and use content generated by other users when making decisions about a tourism destination or service (Haldar, 2022). The Information Adoption Model emphasizes the process of evaluating the quality and reliability of information, as well as how useful the information is to the user, in the information adoption process.…”

Antecedents to the Adoption of Digital Marketing by Start-Ups Under Startup-India and E-Governance Initiatives

“…A tradition barrier reflects resistance to any change in a consumer's daily routines that the innovation may cause (Sivathanu, 2021). An image barrier arises from stereotypes about an innovation, which may relate to its country of origin or an associated brand (Haldar, 2022).…”

“…In the context of digital-marketing adoption intention (Haldar, 2022), a positive attitude of start-up company owners and managers will lead to higher chances of adoption of digital marketing (Chakraborti et al, 2022;Saini et al, 2022). On the contrary, a negative attitude toward digitalmarketing tools and technologies (Purohit et al, 2022) will lower the chances of adoption (Rani et al, 2022).…”