Social networking sites (SNSs) have increasingly become important tools for travelers to retrieve and share information related to their trips. The success of SNS marketing depends on users’ willingness to share information in SNS and intentions to build a social community with other users online. This study investigates the antecedents of travelers’ intention to participate in exchanging travel-related information on SNSs. A structural equation model reveals that trust and enjoyment plays as antecedents of intention to share travel information on SNSs whereas ease of use does not have a direct influence.
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Sukhu et al. (2015) studied this question.
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