The Relationship Between Social Media Credibility and Perceived Values Affecting User Traveling Decisions

Authors

1 Faculty of Mass Communication, Ahram Canadian

2 Faculty of Mass Communication, Cairo University

Abstract

Social media has become an increasingly important source of information for consumers, especially travel content, however, not all social media content is created equal. Some content is more credible than others, and this can have a significant impact on the perceived values of a travel destination. The main problem of this paper is to identify the determinants of credibility of Facebook traveling groups and the perceived values from the perspective of users, and their effect on traveling decisions of the users. Using a questionnaire on a sample of people who gain information through Facebook traveling groups, in addition to in-depth interviews with admins and moderators of these groups. Results include the existence of a moderate direct relationship between credibility and perceived values, and finding a strong direct relationship between perceived values and traveling decisions where the more positive the value, the more users considered traveling.

Keywords

References

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