Igniting brand love: Exploring the role of member–member social interactions, co-creation experiences and affordances within online travel communities
Journal of Vacation Marketing: An International Journal for the Tourism and Hospitality Industries
Published online on September 30, 2025
Abstract
Journal of Vacation Marketing, Ahead of Print.
The rise of social media and online social interaction has significantly contributed to the field of tourism marketing. However, the underlying mechanism of member–member social interactions (M-MSI) in online tourism communities (OTCs) and their emotional ...
The rise of social media and online social interaction has significantly contributed to the field of tourism marketing. However, the underlying mechanism of member–member social interactions (M-MSI) in online tourism communities (OTCs) and their emotional ...