اثرات رسانه های اجتماعی بر احساسات، کیفیت ارتباط برند و تبلیغات شفاهی: مطالعه تجربی از شرکت کنندگان در جشنواره موسیقی
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|44954||2015||9 صفحه PDF||سفارش دهید||6150 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Tourism Management, Volume 47, April 2015, Pages 68–76
This article focuses on two under-researched areas of tourism management – the management of music festivals, and the influence of social media on customer relationships. In the new digital era of marketing communications little is known about how social media interactions with tourism brands affect how consumers think and feel about those brands, and consequently how those interactions affect desired marketing outcomes such as word mouth. Based on the literature, a conceptual model was developed and was tested using structural equation modeling. The results show that social media does indeed have a significant influence on emotions and attachments to festival brands, and that social media-based relationships lead to desired outcomes such as positive word of mouth.