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Abstract: Corporate social responsibility (CSR) has become an essential concept in the context of the hospitality industry, where it is considered as a significant factor in competition and firms? survival. However, little is known about the factors that influence electronic word of mouth (eWOM) regarding CSR communication through social media in the hotel context. This research proposes a comprehensive model including expressive information sharing, environmental consciousness, homophily and attitude towards sharing firms? content (both commercial information and about environmental CSR issues) as predictors of individuals? intention to share firms? content on a specific social networking site (SNS). To test the model empirically, Facebook users were surveyed in Spain. Empirical testing confirms most of the hypothesized effects except the influence of expressive information sharing on attitude towards sharing firms? environmental CSR content, the impact of homophily on attitude towards sharing firms? commercial content, and the influence of this variable on intentions to share content on Facebook.
Authorship: Martínez P., Herrero Á., García de los Salmones M.d.M.,
Fuente: Current Issues in Tourism, 2022, 25(13), 2159 - 2176
Publisher: Taylor and Francis Ltd.
Publication date: 01/07/2022
No. of pages: 17
Publication type: Article
DOI: 10.1080/13683500.2021.1946019
ISSN: 1368-3500,1747-7603
Publication Url: https://www.tandfonline.com/doi/full/10.1080/13683500.2021.1946019
Consult in UCrea Read publication
ROSA PATRICIA MARTINEZ GARCIA DE LEANIZ
ANGEL HERRERO CRESPO
MARIA DEL MAR GARCIA DE LOS SALMONES SANCHEZ
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