THE IMPACT OF SOCIAL MEDIA BASED BRAND COMMUNITIES ON BRAND TRUST IN TOURISM INDUSTRY

被引：0
|
作者：
Amir, Khanlari [1 ]
Nastaran, Hajiheydari [1 ]
Maryam, Farhang [2 ]
机构：
[1] Univ Tehran, Fac Management, MBA Dept, Tehran, Iran
[2] Univ Tehran, Fac Management, Tehran, Iran
来源：
MARKETING AND MANAGEMENT OF INNOVATIONS | 2016年 / 02期
关键词：
social media based brand community; shared consciousness; shared rituals and traditions; moral responsibility to society; brand trust;
D O I：
暂无
中图分类号：
C93 [管理学];
学科分类号：
12 ; 1201 ; 1202 ; 120202 ;
摘要：
Building and maintaining brand trust has long been a major concern for marketers. One of the latest marketing concepts is social media based marketing. This paper aims to determine the impact of social media based brand community on brand trust in tourism industry. For this purpose, we investigated Setareh Almas Hali Tour and Travel Agency as our case study. This is an applied research using descriptive-correlational survey method and structural equation modeling. The required data was collected using questionnaire. The statistical population consisted of Instagram users of Setareh Almas Hali Tour and Travel Agency. After collecting questionnaires, we analyzed the data using LISREL.
引用
收藏
页码：94 / 107
页数：14
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