What question did this study set out to answer?

This research aims to explore how tourists' digital engagement affects their experiences with destination brands and brand value co-creation.

How Does Tourists' Digital Engagement Impact Destination Brand Digital Experience and Brand Value Co‐Creation? The Moderating Role of Digital Credibility

View Full Paper

Ask AI

Bookmark

Authors

Experimental studies demonstrate the effect of digital engagement on brand value co-creation, suggesting implications for marketing strategies.

This research aims to explore how tourists' digital engagement affects their experiences with destination brands and brand value co-creation.
Conducted three experimental studies to assess relationships among digital engagement, brand experience, and value co-creation.
Utilized diverse samples and various digital media scenarios to validate hypothesis.
Explored the moderating effects of digital credibility on tourist responses.
Digital engagement significantly enhances tourists' digital experiences with destination brands.
Increased digital engagement correlates with higher brand value co-creation.
Digital credibility moderates the relationship between engagement and brand response.

Chen et al. (2026) studied this question.

View Full Paper

Ask AI

Bookmark

Experimental studies demonstrate the effect of digital engagement on brand value co-creation, suggesting implications for marketing strategies.