Facebook’s power: factors influencing followers’ visit intentions

Francisca Blasco-Lopez,Daniela Cruz Delgado,Nuria Recuero Virto,Joaquin Aldas Manzano

doi:10.1108/sjme-06-2018-0032

Francisca Blasco-Lopez, Daniela Cruz Delgado + Show 2 more

Open Access

https://doi.org/10.1108/sjme-06-2018-0032

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Abstract

Purpose The purpose of this paper is to examine the role that Facebook Fan Pages (FFPs) play in the generation of visit intention. The study has three objectives: first, to examine the effects of museum-generated content (MGC) on perceived information quality and perceived customer service and perceived information quality and perceived customer service on visit intention and, second, to test the model with two samples to make comparisons that provide useful insights. Design/methodology/approach Data were collected through an online survey that achieved 308 valid responses. A multi-group analysis was conducted to compare the results from two groups: users of the Frida Kahlo museum and Anahuacalli museum FFPs. Findings The results reveal that there are significant differences between the two samples regarding the direct effects of perceived information quality on visit intention and perceived customer service on visit intention. The authors also noted a slight difference between the two museums’ FFPs in the relationship between MGC and perceived information quality. Research limitations/implications Further research is needed to examine other FFP factors that influence visit intention to clarify the results obtained from the two samples and to analyse the proposed model in other settings. This research contributes to the literature concerning the impact of online platforms on visit intention. Originality/value The findings provide useful insights for managers as to how to increase their FFP followers’ intention to visit their establishments.

Highlights

User-generated content (UGC) and marketer-generated content are growing rapidly and is having a significant impact on electronic commerce (Choi and Lee, 2016); this content can influence users’ perceptions of tourism products (Cox et al, 2009; Lim et al, 2012)
The findings show that museum-generated content (MGC) has a positive and significant influence on perceived information quality (H1; Frida Kahlo museum Facebook Fan Pages (FFPs) followers b = 0.876 p < 0.01; Anahuacalli museum FFP followers b = 0.803 p < 0.01) and on perceived customer service
The results show that MGC has a meaningful and positive influence on perceived information quality (H1) and perceived customer service (H2) in both samples

Summary

Introduction

User-generated content (UGC) and marketer-generated content are growing rapidly and is having a significant impact on electronic commerce (Choi and Lee, 2016); this content can influence users’ perceptions of tourism products (Cox et al, 2009; Lim et al, 2012). Tourism companies consider social network sites, because of the advertising value of marketer-generated content, as essential elements in marketing decision-making (Hofacker and Belanche, 2016; Martïnez-Navarro and Bignë, 2017). These sites facilitate direct connections with potential consumers, establish awareness, build relationships with the target market and raise consumers’ knowledge (Kang et al, 2014; Misopoulos et al, 2014; Pagani et al, 2013). Social network advertising, whether implicit or explicit, has become a compulsory marketing activity (Kwon et al, 2014), as social network sites have transformed consumer behaviour (Mutinga et al, 2011)

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