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Raouf, A. R., Khan, I., Bilro, R.G. & Cain, L. (2023). Impact of Social Media Involvement on Brand Co-Creation during the COVID-19 Outbreak in the Tourism Industry. In Raouf Ahmad Rather (Ed.), Brand Co-Creation Tourism Research: Contemporary issues and Challenges. Palm Beach, Florida: AAP - Apple Academic Press.
R. A. Rather et al., "Impact of Social Media Involvement on Brand Co-Creation during the COVID-19 Outbreak in the Tourism Industry", in Brand Co-Creation Tourism Research: Contemporary issues and Challenges, Raouf Ahmad Rather, Ed., Palm Beach, Florida, AAP - Apple Academic Press, 2023
@incollection{rather2023_1724525283055, author = "Raouf, A. R. and Khan, I. and Bilro, R.G. and Cain, L.", title = "Impact of Social Media Involvement on Brand Co-Creation during the COVID-19 Outbreak in the Tourism Industry", chapter = "", booktitle = "Brand Co-Creation Tourism Research: Contemporary issues and Challenges", year = "2023", volume = "", series = "Advances in Hospitality and Tourism", edition = "", publisher = "AAP - Apple Academic Press", address = "Palm Beach, Florida", url = "https://www.appleacademicpress.com/brand-co-creation-tourism-research-contemporary-issues-and-challenges/9781774912515" }
TY - CHAP TI - Impact of Social Media Involvement on Brand Co-Creation during the COVID-19 Outbreak in the Tourism Industry T2 - Brand Co-Creation Tourism Research: Contemporary issues and Challenges AU - Raouf, A. R. AU - Khan, I. AU - Bilro, R.G. AU - Cain, L. PY - 2023 DO - 10.1201/9781003336228-2 CY - Palm Beach, Florida UR - https://www.appleacademicpress.com/brand-co-creation-tourism-research-contemporary-issues-and-challenges/9781774912515 AB - Using Protection Motivation Theory and Service-Dominant Logic, this research develops a model that explores the relationships between perceived risk, fear of COVID-19 (FCV), social media involvement (SMI), brand co-creation (BCO), customer brand engagement (CBE), and revisit intention in tourism industry during COVID19 pandemic. First, results suggest that social media involvement positively impacts tourism-CBE. Secondly, results revealed that CBE’s significant positive effect on BCO and tourist’s revisit intent. Findings also revealed a negative moderating effect of FCV in proposed associations. Fourth, findings showed the social media’s and perceived risk’s indirect impact on co-creation and revisit intent, as mediated via CBE. The model has been tested adopting PLS-SEM, and the empirical results can contribute to the advancement of SMI, CBE, BCO, and revisit intention in tourism-destination services. This study offers key implications for tourist destinations to construct recovery tactics in surviving during outbreak/pandemic to restore tourism. ER -