000094508 001__ 94508
000094508 005__ 20200806135113.0
000094508 0247_ $$2doi$$a10.1108/IJCHM-09-2017-0555
000094508 0248_ $$2sideral$$a110905
000094508 037__ $$aART-2019-110905
000094508 041__ $$aeng
000094508 100__ $$0(orcid)0000-0002-9643-2814$$aCasaló, Luis V.$$uUniversidad de Zaragoza
000094508 245__ $$aSocial media promotions and travelers’ value-creating behaviors: the role of perceived support
000094508 260__ $$c2019
000094508 5060_ $$aAccess copy available to the general public$$fUnrestricted
000094508 5203_ $$aPurpose: Encouraging travelers to create value that benefits firms is of great relevance for companies that operate in online contexts. The purpose of this study is to investigate, focusing on online travel agencies, how monetary promotions (i.e. economic incentives) and non-monetary promotions (i.e. draws and contests) conducted through social media enhance customers’ voluntary behaviors (i.e. suggestions, word of mouth, and social media interactions) that go beyond brand choice, which may provide benefit to firms. Design/methodology/approach: The research model draws on the social exchange theory, equity theory and the concept of perceived support – how customers perceive that companies care about their well-being. The authors collect information from 491 users of online travel agencies in Spain and test their hypotheses using partial least squares. They also evaluate the existence of indirect effects. Findings: Promotions developed by companies make customers more likely to perform, voluntarily, the helping behaviors of suggestions, word of mouth and social media interactions, through the influence of perceived support. Research limitations/implications: Use of a single survey to collect measures and restriction of the sample to Spanish-speaking travelers suggests caution in generalizing the results. Future research could investigate other company-initiated actions and other value-creating behaviors of travelers. Practical implications: Promotions help develop perceived support for customers, which leads to voluntary, valuable traveler behaviors. Promotions may be also sufficient to trigger some customer behaviors, such as word-of-mouth. Originality/value: Based on the social exchange and equity theories, this paper investigates the influence of social media promotions on customers’ voluntary behaviors via perceived support.
000094508 540__ $$9info:eu-repo/semantics/openAccess$$aAll rights reserved$$uhttp://www.europeana.eu/rights/rr-f/
000094508 590__ $$a5.667$$b2019
000094508 591__ $$aHOSPITALITY, LEISURE, SPORT & TOURISM$$b6 / 56 = 0.107$$c2019$$dQ1$$eT1
000094508 591__ $$aMANAGEMENT$$b20 / 226 = 0.088$$c2019$$dQ1$$eT1
000094508 592__ $$a2.203$$b2019
000094508 593__ $$aTourism, Leisure and Hospitality Management$$c2019$$dQ1
000094508 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/acceptedVersion
000094508 700__ $$aRomero, Jaime
000094508 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados
000094508 773__ $$g31, 2 (2019), 633-650$$pInt. j. contemp. hosp. manag.$$tINTERNATIONAL JOURNAL OF CONTEMPORARY HOSPITALITY MANAGEMENT$$x0959-6119
000094508 8564_ $$s275705$$uhttps://zaguan.unizar.es/record/94508/files/texto_completo.pdf$$yPostprint
000094508 8564_ $$s320583$$uhttps://zaguan.unizar.es/record/94508/files/texto_completo.jpg?subformat=icon$$xicon$$yPostprint
000094508 909CO $$ooai:zaguan.unizar.es:94508$$particulos$$pdriver
000094508 951__ $$a2020-08-06-13:21:26
000094508 980__ $$aARTICLE