Attitude towards the Consumption of Social Media: Analyzing Young Consumers' Travel Behavior Article Swipe
Farzana Sharmin
,
Mohammad Tipu Sultan
,
Benqian Li
·
YOU?
·
· 2019
· Open Access
·
· DOI: https://doi.org/10.5281/zenodo.2576918
YOU?
·
· 2019
· Open Access
·
· DOI: https://doi.org/10.5281/zenodo.2576918
Advancement of new media technology and consumption of social media have altered the way of communication in the tourism industry, mostly for consumers' travel planning, online purchase, and experience sharing activity. There is an accelerating trend among young consumers' to utilize this new media technology. This paper aims to analyze the attitude of young consumers' about social media use for travel purposes. The convenience random sample method used to collect data from an urban area of Shanghai (China), consists of 225 young consumers'. This survey identified behavioral determinants of social media consumption by the extended theory of planned behavior (TPB). The instrument developed support on previous research to test hypotheses. The results of structural analyses indicate that attitude towards the use of social media is affected by external factors such as availability and accessibility of technology. In addition, subjective norm and perceived behavioral control have partially influenced the attitude of respondents'. The results of this study could help to improve social media travel marketing and promotional strategies for respective groups.
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Metadata
- Type
- article
- Language
- en
- Landing Page
- https://doi.org/10.5281/zenodo.2576918
- OA Status
- green
- Cited By
- 1
- Related Works
- 10
- OpenAlex ID
- https://openalex.org/W2922229079
All OpenAlex metadata
Raw OpenAlex JSON
- OpenAlex ID
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https://openalex.org/W2922229079Canonical identifier for this work in OpenAlex
- DOI
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https://doi.org/10.5281/zenodo.2576918Digital Object Identifier
- Title
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Attitude towards the Consumption of Social Media: Analyzing Young Consumers' Travel BehaviorWork title
- Type
-
articleOpenAlex work type
- Language
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enPrimary language
- Publication year
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2019Year of publication
- Publication date
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2019-01-02Full publication date if available
- Authors
-
Farzana Sharmin, Mohammad Tipu Sultan, Benqian LiList of authors in order
- Landing page
-
https://doi.org/10.5281/zenodo.2576918Publisher landing page
- Open access
-
YesWhether a free full text is available
- OA status
-
greenOpen access status per OpenAlex
- OA URL
-
https://doi.org/10.5281/zenodo.2576918Direct OA link when available
- Concepts
-
Consumption (sociology), Advertising, Social media, Business, Consumer behaviour, Media consumption, Psychology, Marketing, Sociology, Computer science, World Wide Web, Social scienceTop concepts (fields/topics) attached by OpenAlex
- Cited by
-
1Total citation count in OpenAlex
- Citations by year (recent)
-
2022: 1Per-year citation counts (last 5 years)
- Related works (count)
-
10Other works algorithmically related by OpenAlex
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