Digital Content Marketing as a Catalyst for e-WOM

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Bu, Yi
Parkinson, Joy
Thaichon, Park
Griffith University Author(s)
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2019
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Wellington, New Zealand

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Abstract

Applying the theory of Use and Gratification this paper investigates how the social impact of digital content marketing on food tourism leads to e-WOM. This paper explores digital content marketing can generate social impact, and then lead to e-WOM. A sample of 707 Chinese tourists completed an online survey. The collected data were analysed applying structural equation modelling. This study found that there exist positive associations with between content information and informational social impact, as well as between self-expression and normative social impact on tourists in food tourism. Social interaction positively associates with both normative social impact and informational social impact. Both normative and informational social impact have a positive effect on e-WOM for food tourism. Social impact has positive mediating effect between digital content marketing and e-WOM. This study provides a theoretical basis for digital content marketing, literature support for social impact theory and stimulates research development of e-WOM.

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Australian and New Zealand Marketing Academy Conference (ANZMAC 2019)

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© The Author(s) 2019. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author(s).

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Marketing

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Bu, Y; Parkinson, J; Thaichon, P, Digital Content Marketing as a Catalyst for e-WOM, Australian and New Zealand Marketing Academy Conference (ANZMAC 2019), 2019