Are information quality and source credibility really important for shared content on social media?: The moderating role of gender Available to Purchase

This paper aims to first examine tourists’ perceptions of the source credibility and information quality of social media content to see whether they would have an impact on their perceptions of the importance of shared content on social media. The moderating role of gender in this relationship was then examined.

The research sample was composed of domestic and foreign tourists in Alanya, an important tourist destination in Turkey. The data in the current study were collected by the questionnaire method. The structural relationships in the research were examined using the partial least squares structural equation modeling, and the moderating effect of gender was examined via the partial least squares multiple group analysis.

According to the research findings, tourists’ perceptions of source credibility regarding social media content had a positive impact on the importance attached to non-participant shared content, whereas their perceptions of information quality had a positive impact on the importance attached to participant shared content. Furthermore, it was also observed that gender had a moderating effect on the relationship between information quality and source credibility perceptions and the importance of shared content on social media.

Two important predictive variables have been examined in the current research in term of customer-generated contents. It has been demonstrated that the effects of these predictive variables on different customer-generated types could be different. Furthermore, it has been determined that the effects of these influences differ according to the gender of the individuals following the content. Thus, the current study provides significant findings to understand the impacts of these variables on the basis of gender.