...Maria Del Mar Garcia de los Salmones; Angel Herrero; Patricia Martínez García de Leaniz Purpose This paper aims to analyse the determinants of the intention to share a post about an environmental issue posted by a tourism destination on Facebook. The authors use the stimulus-organism-response (SOR...

.../approach Data was gathered following a netnographic approach from a Facebook brand community (FBC) by downloading and archiving the threads related to members’ waiting behaviours. This resulted in 91 pages of data, with 438 individual comments and 179 distinct threads. Findings The data revealed...

... activo) en el compromiso con la marca de lujo en Facebook. Diseño/metodología/enfoque Los datos se obtuvieron a través de un cuestionario online de los seguidores de varias páginas de marcas de lujo en Facebook. El estudio empírico se realizó utilizando un modelo SEM. Hallazgos El compromiso del...

...Francisca Blasco-Lopez; Nuria Recuero Virto; Joaquin Aldas Manzano; Daniela Cruz Delgado Purpose The purpose of this paper is to examine the role that Facebook Fan Pages (FFPs) play in the generation of visit intention. The study has three objectives: first, to examine the effects of museum...

...Daniel Belanche; Isabel Cenjor; Alfredo Pérez-Rueda Purpose This paper aims to investigate advertising effectiveness in Instagram and Facebook, the two most important social media platforms. It helps to understand which should be chosen depending on the target audience of the campaign. Design...