Title

How Event Information Is Trusted and Shared on Social Media: A Uses and Gratification Perspective

Document Type

Article

Publication Date

6-27-2021

Publication Title

Journal of Travel and Tourism Marketing

Volume

38

Issue

5

First page number:

444

Last page number:

460

Abstract

This study explored the gratification factors of event-focused social media content that affect information sharing and information trust and ultimately the intention to attend an event. It also investigated how non-content factors moderate these relationships. The findings showed that the gratification factors (i.e., informational, entertaining, remunerative, and relational) of social media content significantly influence event attendees’ intention to share information, perceived information trust, and thus their intention to attend the event. Non-contents (i.e., visual design and information overload) act as a critical moderator altering the effects of the gratification factors on attendees’ intention to share and information trust.

Keywords

Event information; Gratification factors; Information overload; Information sharing; Information trust; Visual design

Disciplines

Hospitality Administration and Management | Social Media

Language

English

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