Digital content marketing as a catalyst for e-WOM in food tourism

Journal article

Bu, Yi, Parkinson, Joy and Thaichon, Park. (2021). Digital content marketing as a catalyst for e-WOM in food tourism. Australasian Marketing Journal. 29(2), pp. 142-154. https://doi.org/10.1016/j.ausmj.2020.01.001
AuthorsBu, Yi, Parkinson, Joy and Thaichon, Park
Abstract

Using the Use and Gratifications Theory (UGT), this paper explores how the social impact of Digital Content Marketing (DCM) in food tourism leads to electronic word-of-mouth (e-WOM) communication. Specifically, this paper investigates how DCM can generate social impact, and in turn, it explores how this social impact can lead to e-WOM. A sample of 707 Chinese tourists completed an online survey. The data was analysed using structural equation modelling. Positive associations were found between content entertainment (CE) and Informational Social Impact (ISI) and between self-expression (SE) and Normative Social Impact (NSI). Content information (CI) and social interaction (SI) had a positive relationship with both NSI and ISI. NSI and ISI positively influenced e-WOM. Social impact played a mediating role between DCM and e-WOM. This study provides a theoretical basis for further investigation of DCM in food tourism, adds to the literature on Social Impact Theory, and will likely drive further research into e-WOM in food tourism.

Keywordsdigital content marketing (DCM); electronic word-of-mouth (e-WOM); Normative Social Impact (NSI); Informational Social Impact (ISI); Use and Gratifications Theory (UGT); food tourism
Year2021
JournalAustralasian Marketing Journal
Journal citation29 (2), pp. 142-154
PublisherSAGE Publications
ISSN1441-3582
Digital Object Identifier (DOI)https://doi.org/10.1016/j.ausmj.2020.01.001
Scopus EID2-s2.0-85078063151
Page range142-154
Publisher's version
License
All rights reserved
File Access Level
Controlled
Output statusPublished
Publication dates
Online01 Aug 2020
Publication process dates
Deposited20 Oct 2023
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