The Impact of Interaction and Ubiquity on Trust, Benefits, and Enjoyment in Social Media Continuance Use

Jung, T, tom Dieck, MC and Chung, N (2015) The Impact of Interaction and Ubiquity on Trust, Benefits, and Enjoyment in Social Media Continuance Use. In: EuroCHRIE 2015.

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Abstract

Social media networks are important marketing tools for the acquisition and retention of hotel guests within the intangible luxury hotel industry. Especially with the emergence of smartphones, factors such as ubiquity and interaction become increasingly important to take into account when formulating marketing strategies however, theoretical models integrating interaction and ubiquity to study hotel guests’ intention to continued usage of social media networks are scarce. The present study aims to investigate the impact of interaction and ubiquity on trust, benefits, and enjoyment in social media continuance use by UK luxury hotel guests. A total of 258 usable data were collected and analysed using a partial least square analysis. The findings show that the two social media characteristics, interaction and ubiquity, influence hotel guests’ continued social media network usage through the mediating variables of trust, benefits and enjoyment.