Maximizing Word of Mouth (WoM) engagement: The role of relationship value and relationship satisfaction in hospitality brand social networking sites
The interest in word of mouth marketing has increased with the advancement of social networking sites. Although the topic has been widely researched, the effect of consumer-brand relationship on word of mouth in the online environment remains unanswered. A nation wide web survey was employed to rand...
| Published in: | Heritage, Culture and Society: Research agenda and best practices in the hospitality and tourism industry - Proceedings of the 3rd International Hospitality and Tourism Conference, IHTC 2016 and 2nd International Seminar on Tourism, ISOT 2016 |
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| Format: | Conference paper |
| Language: | English |
| Published: |
CRC Press/Balkema
2016
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| Online Access: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85016180042&doi=10.1201%2f9781315386980-46&partnerID=40&md5=aaf70e811d7a5237de01c00766ea65bf |