The Role of Perceived Online Social Capital in Predicting Travel Information Engagement

Abstract

By combining perceived online social capital and the Elaboration Likelihood Model (ELM) of persuasion, this study constructed an integrated model to explore the antecedents and consequences of online social capital in travel information engagement on social media. Data (N = 578) were collected through Web-based survey and paper-and-pencil survey in China. Results of Structural Equation Modelling (SEM) supported that both bridging and bonding social capital contributed significantly positive effects to consumer engagement on social media. The two forms of social capital were positively influenced by argument quality and perceived information usefulness. Source credibility positively affected bonding social capital but had no effect on bridging social capital. The findings also show that bridging social capital is more effective in predicting consumer engagement than bonding social capital.