Title: Social media user self-efficacy moderating hotel satisfaction and posting behaviour

Authors: Bassem E. Maamari; Johnny C. Chaanine

Addresses: College of Business Administration, Prince Mohammad Bin Fahd University, Al Khubar, KSA ' School of Business and Economics, Notre Dame University (NDU), Tripoli, Lebanon

Abstract: Social media users today are becoming ever more aggressive in their posting behaviour, pausing as a fourth party assessment agency of many sectors, most importantly hotel services. The moderating effect of the personal competencies of these social media end-users in the relationship between hotel satisfaction and emotional stability on one side and their posting behaviour on the other warrants a closer look. Using standard statistical analysis with SPSS, as well as structured equation modelling through AMOS, the results clearly show that end-user efficacy is playing a role in this respect. The paper's contribution in highlighting an important aspect of today's hotel clientele whose effectiveness in using social media exceeds plays an important role while their personal emotional stability seems to be less effective.

Keywords: social media; self-efficacy; hotel customer satisfaction; posting behaviour; sequential equation modelling.

DOI: 10.1504/IJLTM.2020.111532

International Journal of Leisure and Tourism Marketing, 2020 Vol.7 No.1, pp.67 - 83

Received: 27 Feb 2020
Accepted: 28 Apr 2020

Published online: 18 Nov 2020 *

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