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A Concept of Location-Based Social Network Marketing

Tussyadiah, Iis (2012) A Concept of Location-Based Social Network Marketing Journal of Travel and Tourism Marketing, 29 (3). pp. 205-220.

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Abstract

A stimulus-response model of location-based social network marketing is conceptualized based on an exploratory investigation. Location-based social network applications are capable of generating marketing stimuli from merchant, competition-based, and connection-based rewards resulted from relevance and connectivity. Depending on consumption situations, consumer characteristics, and social network structure, these rewards lead to actual behavior that manifests in variety behavior (i.e., patronage to new places) and loyalty behavior (i.e., increased frequency of patronage to familiar places). This behavior implies changes in patterns of mobility, making this marketing approach particularly relevant for tourism and hospitality businesses. Managerial implications and recommendations for further studies are provided.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > School of Hospitality and Tourism Management
Authors :
NameEmailORCID
Tussyadiah, Iisi.tussyadiah@surrey.ac.uk
Date : 25 April 2012
Identification Number : 10.1080/10548408.2012.666168
Copyright Disclaimer : Copyright 2012 Taylor & Francis
Uncontrolled Keywords : Social gaming, social network, location-based marketing
Depositing User : Melanie Hughes
Date Deposited : 23 Nov 2017 12:45
Last Modified : 23 Nov 2017 12:45
URI: http://epubs.surrey.ac.uk/id/eprint/845019

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