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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_1732206759856,
	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  -