Do social media marketing activities enhance customer satisfaction, promote positive WOM and affect behavior intention? : an investigation into the effects of social media on the tourism industry

Abstract

This study aims to clarify how social media marketing activities work in tourism industry and how they can help travel agencies increase customer satisfaction and affect positive word-ofmouth as well as behavior intentions.An internet based survey was conducted to examine moderation hypotheses, which was analyzed by factor analysis and covariance structure analysis.The results show that social media marketing activities affects customer satisfaction stronger than behavior intention and positive word-of-mouth.Moreover, the results also show that customer satisfaction influence behavior intention stronger than positive word-of-mouth.