It's mine, that's why I speak : destination brand psychological ownership as a mediator of the link between social media brand engagement and local residents' voice behavior
David Amani
Local residents' voices have been regarded as the most important extra-role behavior that determines the growth and survival of tourist destinations. This study examines the antecedents of such crucial extra-role behaviors of local residents. Furthermore, it examines the mediation role of destination brand psychological ownership in the relationship between social media brand engagement and local residents' voice behavior. The study collected data from 376 local residents and was analyzed using Structural Equation Modelling. The findings suggest that social media brand engagement plays a crucial role in motivating voice behavior among local residents. In addition, destination brand psychological ownership is a mediator of the relationship between social media brand engagement and local residents' voice behavior. Therefore, Destination Marketing Organizations (DMOs) should deliberately consider Web 2.0 technologies as strategic assets to engage local residents in enhancing brand-building behaviors through voice behavior.
Year of publication: |
2022
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Authors: | Amani, David |
Published in: |
Cogent business & management. - London : Taylor & Francis, ISSN 2331-1975, ZDB-ID 2837523-3. - Vol. 9.2022, 1, Art.-No. 2031432, p. 1-23
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Subject: | destination brand psychological ownership | local residents | social media brand engagement | tourist destinations | voice behavior | Social Web | Social web | Markenführung | Brand management | Destinationsmanagement | Destination management | Online-Marketing | Internet marketing | Tourismusmarketing | Tourism marketing | Markenimage | Brand image | Urlaubsverhalten | Holiday behaviour |
Saved in:
freely available
Type of publication: | Article |
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Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
Language: | English |
Other identifiers: | 10.1080/23311975.2022.2031432 [DOI] hdl:10419/288319 [Handle] |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014420525