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Cited by 69Digital Marketing and Social MediaConsumer Behavior in Brand Consumption and IdentificationCustomer Service Quality and Loyalty

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Branding Social Media in the Travel Industry

Open access
Christou, Evangelos·2015·Procedia - Social and Behavioral Sciences
DOI 10.1016/j.sbspro.2015.01.1244
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Abstract

It has been established that strong social media brands are important in the travel and tourism industry. Social media brands provide the link between customers and the travel firms and customers may or may not develop a degree of loyalty to brands. The present study suggests that trust in a social media brand has high influence in developing of brand loyalty. Based on hypotheses developed, trust in a travel social media brand is influenced by brand characteristics, company characteristics and customer characteristics. The present survey took place in Greece and examined the attitudes of visitors in the cities of Thessaloniki and Athens. The survey results demonstrate that social media brand characteristics appear more important in their impact on a customer's trust in a brand. It was also established that trust in a travel social media brand is positively influencing brand loyalty. Finally, recommendations are developed for social media marketers in relation to building and maintaining customer trust in a brand.

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Metadata

Authors
Christou, E.
Affiliations
Alexander Technological Educational Institute of Thessaloniki (GR)
Corresponding author
Christou, Evangelos
ORCID
Christou, Evangelos
Venue
Procedia - Social and Behavioral Sciences
Publisher
Elsevier BV
Published
2015-02
Volume
175
Pages
607-614
ISSN
1877-0428 (ISSN-L)
DOI
10.1016/j.sbspro.2015.01.1244
OpenAlex
W2050254751
Cited by
69
References
4
Citations by year
2026: 4 · 2025: 7 · 2024: 9 · 2023: 7 · 2022: 3 · 2021: 6 · 2020: 10 · 2019: 10 · 2018: 6 · 2017: 2 · 2016: 4 · 2015: 1
FWCI
15.54
Type
conference paper
Language
en
Open access
Licence
Locations
  • Procedia - Social and Behavioral Sciences (publishedVersion, cc-by-nc-nd)
  • Eureka! Institutional Repository (Eureka!) (submittedVersion, cc-by-nc-nd)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Business, Management and Accounting › Marketing › Customer Service Quality and Loyalty
Keywords
social media branding, tourism industry, brand trust, brand loyalty, brand attributes, firm characteristics, client characteristics, tourism marketing, social media marketing

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