Maura Atapattu

Likes—the key to my happiness: the moderating effect of social influence on travel experience

Increasingly travelers engage in social media for travel activities. Prior to traveling, a traveler would post intended travel plans on social media seeking views from family and friends. While traveling, the same traveler would post photographs and comments on social media, seeking affirmation. This paper investigates this aforementioned phenomenon where social influence is sought and acquired through social media using the expectation confirmation theory. Using longitudinal survey data gathered from 156 respondents, prior and during their travels, this research assesses the moderating role of social influence on two of the well-established relationships in consumer marketing.