Social Networking Sites (SNS) are gaining momentum as powerful tools of marketing communications. Mobile phones are becoming one of the most popular devices for accessing Social Networking Sites. In Spain, 44% of Social Networking Sites users access these sites on a daily basis while 79% of them...

Purpose – The purpose of this paper is to analyse the determinants of social network use behaviour using Theory of Planned Behaviour (TPB) and Uses and Gratifications Theory. Design/methodology/approach – A quantitative study was carried out with data gathered by personal interview using a...

Purpose This paper aims to define and demonstrate the importance of crowdsourcing for the improvement of diverse functions of hotels, the advantages and disadvantages of this technique and, specifically, the relevance of crowdvoting for enhancing hotel sales, and diverse hotel performance...

Purpose – With the rapid expansion of social networking sites, researchers and practitioners are challenged to understand drivers of customer loyalty in fan pages. The purpose of this paper is to identify the main drivers of Facebook fan page loyalty in order to promote the creation of...

Purpose The purpose of this paper is to analyse the impact of the following variables: brand fan page dependency; parasocial interaction; attitude towards brand fan pages in enhancing users’ participation in Facebook as a mobile social network (m-WOM). Design/methodology/approach An empirical...

Purpose The purpose of this paper is to analyse the role of emotions and social influences on loyalty formation towards online travel communities. Design/methodology/approach The individual (perceived risk) and social (subjective norm and social presence) antecedents of emotions as well as the...