social media; collaboration; hashtags; post effectiveness; user-generated content

Adel, M. (2023). The Influence of Affiliate Marketing on Tourist Decision-Making. Journal of Association of Arab Universities for Tourism and Hospitality, 25(1), 266-277. https://doi.org/10.21608/jaauth.2024.255779.1537 Angst, C. M., Agarwal, R., Sambamurthy, V., & Kelley, K. (2010). Social contagion and information technology diffusion: the adoption of electronic medical records in U.S. hospitals. Management Science, 56(8), 1219–1241. https://doi.org/10.1287/mnsc.1100.1183 Antoniadis, I., Paltsoglou, S., & Patoulidis, V. (2019). Post popularity and reactions in retail brand pages on Facebook. International Journal of Retail & Distribution Management, 47(4), 957–973. https://doi.org/10.1108/IJRDM-09-2018-0195 Aramendia-Muneta, M. E., Olarte-Pascual, C., & Ollo-López, A. (2021). Key image attributes to elicit likes and comments on Instagram. Journal of Promotion Management, 27(1), 50-76. Arintoko, A., Ahmad, A. A., Gunawan, D. S., & Supadi, S. (2020). Community-based tourism village development strategies: A case of Borobudur tourism village area, Indonesia. Geo Journal of Tourism and Geosites, 29(2), 398-413. https://doi.org/10.30892/gtg.29202-477 Avallone, A. (2021). # Datastories: seguire le impronte umane sul digitale. HOEPLI EDITORE. Aydin, G. (2020). Social media engagement and organic post effectiveness: A roadmap for increasing the effectiveness of social media use in hospitality industry. Journal of Hospitality Marketing & Management, 29(1), 1-21. https://doi.org/10.1080/19368623.2019.1588824 Bevendorff, J., Wiegmann, M., Potthast, M., & Stein, B. (2022). The Impact of Online Affiliate Marketing on Web Search. In 4th International Symposium on Open Search Technology (OSSYM 2022), Andreas Wagner, Christian Guetl, Michael Granitzer, and Stefan Voigt (Eds.). International Open Search Symposium. Bhatt, P., & Pickering, C. M. (2022). Destination image of Chitwan National Park, Nepal: Insights from a content analysis of online photographs. Journal of Outdoor Recreation and Tourism, 37, 100488. https://doi.org/10.1016/j.jort.2022.100488 Bonilla-Quijada, M., Tugores-Ques, J., & Olmo Arriaga, J. L. (2021). Promotion of urban tourism: insights into user engagement on social media. Information Technology & Tourism, 23, 611-632. https://link.springer.com/article/10.1007/s40558-021-00213-6 Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of computer‐mediated Communication, 13(1), 210-230. https://doi.org/10.1111/j.1083-6101.2007.00393.x Buarki, H., & Alkhateeb, B. (2018). Use of hashtags to retrieve information on the web. The Electronic Library, 36(2), 286-304. https://doi.org/10.1108/EL-01-2017-0011 Burt, R. S. (1987). Social contagion and innovation: cohesion versus structural equivalence. The American Journal of Sociology, 9(4), 311–332. Celuch, K. (2021). Hashtag usage and user engagement on Instagram: The case of# foodfestivals. Journal of Physical Education and Sport, 21, 966-973. https://doi.org/10.7752/jpes.2021.s2120 Chandrasekaran, S., RV, S., & Annamalai, B. (2023). Social media and tourism: A cross-platform study of Indian DMOs. Current Issues in Tourism, 26(16), 2727-2744.https://doi.org/10.1080/13683500.2022.2142098 Chen, J., Becken, S., & Stantic, B. (2022). Assessing destination satisfaction by social media: An innovative approach using Importance-Performance Analysis. Annals of Tourism Research, 93,103371.10.1016/j.annals.2022.103371.https://doi.org/10.1016/j.annals.2022.103371 Cheng, Y., Wei, W. and Zhang, L. (2020), “Seeing destinations through vlogs: implications for leveraging customer engagement behavior to increase travel intention”, International Journal of Contemporary Hospitality Management, Vol. 32 No. 10, pp. 3227-3248, https://doi.org/10.1108/IJCHM-04-2020-0319 Coelho, R. L. F., de Oliveira, D. S., & de Almeida, M. I. S. (2016). Does social media matter for post typology? Impact of post content on Facebook and Instagram metrics. Online Information Review, 40(4), 458-471. https://doi.org/10.1108/OIR-06-2015-0176 Contractor, N. S., & Eisenberg, E. M. (1990). Communication networks and new media in organizations. In J. Fulk & C. W. Steinfield (Eds.), Organizations and communication technology (pp. 143–172). Newberry Park: Sage. https://psycnet.apa.org/record/1990-98183-003 De La Hoz-Correa, A., & Muñoz-Leiva, F. (2019). The role of information sources and image on the intention to visit a medical tourism destination: A cross-cultural analysis. Journal of Travel & Tourism Marketing, 36(2), 204-219. https://doi.org/10.1080/10548408.2018.1507865 Dwivedi, R. (2017). Analyzing Impact of Affiliate Marketing on Consumer Behavior with M-Commerce Perspective. SMS Journal of Entrepreneurship & Innovation, 3(Issue-2), 55-69.. https://doi.org/10.21844/smsjei.v3i02.9733 El Archi, Y., Benbba, B., Kabil, M., & Dávid, L. D. (2023). Digital Technologies for Sustainable Tourism Destinations: State of the Art and Research Agenda. Administrative Sciences, 13 (8), 184. https://doi.org/10.3390/admsci13080184 El Archi, Y., Benbba, B., Zhu, K., El Andaloussi, Z., Pataki, L., & Dávid, L. D. (2023). Mapping the nexus between sustainability and digitalization in tourist destinations: a bibliometric analysis. Sustainability, 15(12), 9717. https://doi.org/10.3390/su15129717 Gaffar, V., Tjahjono, B., Abdullah, T., & Sukmayadi, V. (2022). Like, tag and share: bolstering social media marketing to improve intention to visit a nature-based tourism destination. Tourism Review, 77(2), 451-470. https://doi.org/10.1108/TR-05-2020-0215 Hausman, A., & Stock, J. R. (2003). Adoption and implementation of technological innovations within long-term relationships. Journal of Business Research, 56(8), 681-686.https://doi.org/10.1016/S0148-2963(01)00313-7 Hine, C. (2020). Ethnography for the internet: Embedded, embodied and everyday. Routledge.https://doi.org/10.4324/9781003085348 Hjorth, L., Horst, H. A., Galloway, A., & Bell, G. (Eds.). (2017). The Routledge companion to digital ethnography (pp. 21-28). New York: Routledge.file:///C:/Users/darafe/Downloads/10.4324_9781315673974_previewpdf.pdf Ho, J. L., Chen, K. Y., Wang, L. H., Yeh, S. S., & Huan, T. C. (2022). Exploring the impact of social media platform image on hotel customers’ visit intention. International Journal of Contemporary Hospitality Management, 34(11), 4206-4226. https://doi.org/10.1108/IJCHM-12-2021-1469 Homburg, C., Wieseke, J., & Kuehnl, C. (2010). Social influence on salespeople’s adoption of sales technology: a multilevel analysis. Journal of the Academy of Marketing Science, 38(2), 159–168. https://link.springer.com/article/10.1007/s11747-009-0157-x Hristova, D., Jovicic, S., Goebl, B., & Slunecko, T. (2020). The social media game?: How gamification shapes our social media engagement. In The digital gaming handbook (pp. 63-94). CRC Press. Hruška, J., & Pásková, M. (2018). How do the national tourism organizations use the social media? http://hdl.handle.net/11025/31107 https://www.journals.uchicago.edu/doi/epdf/10.1086/228667 Huang, Z. J., Lin, M. S., & Chen, J. (2024). Tourism experiences co-created on social media. Tourism Management, 105, 104940. https://doi.org/10.1016/j.tourman.2024.104940 Islam, A. N., Mäntymäki, M., & Benbasat, I. (2019). Duality of self-promotion on social networking sites. Information Technology & People, 32(2), 269-296. https://doi.org/10.1108/ITP-07-2017-0213 Jagadeesan, M. P. J. S., & Karthikeyan, S. (2023). Social proofing factor: A study of tagging and non-tagging behaviours on the Instagram platform. JournalofResearchAdministration, 5(2), 6858-6881.https://journlra.org/index.php/jra/article/view/830 Jyotsna, R., Nazki, H., Kumar, A., Chauhan, N. (2024). Understanding the Impact of Affiliate Marketing on Consumer Behaviour: A Comprehensive Analysis. In: Alareeni, B., Hamdan, A. (eds) Navigating the Technological Tide: The Evolution and Challenges of Business Model Innovation. ICBT 2024. Lecture Notes in Networks and Systems, vol 1082. Springer, Cham. https://doi.org/10.1007/978-3-031-67434-1_41 Kachniewska, M. (2015). Gamification and social media as tools for tourism promotion. In Handbook of research on effective advertising strategies in the social media age (pp. 17-51). IGI Global https://doi.org/10.4018/978-1-4666-8125-5.ch002 Keller, V., & Printz-Markó, E. (2023). Social media communication of the spa industry during the four waves of the COVID-19 pandemic. Journal of International Studies, 16(4).https://www.ceeol.com/search/article-detail?id=1229760 Kőmíves, Cs. (2016). Analysis of the employees’ contentment in hotel’s restaurants of Győr. Vestnik omskogo universiteta: seria ekonomika/ herald of omsk university 1, pp. 93-98. https://econpapers.repec.org/article/scn025682/16673069.htm Kőmíves, Cs. (2024). A Demographic Study of Natural Heritage Visitation Intentions in Tourism in Győr-Moson-Sopron county, in Hungary. Journal of Infrastructure, Policy and Development, 8(1), https://systems.enpress-publisher.com/index.php/jipd/article/view/9084 Kozinets, R. (2019). Netnography: The essential guide to qualitative social media research. https://www.torrossa.com/en/resources/an/5018252 Kulviwat, S., Bruner, G. C., II, & Al-Shuridah, O. (2008). The role of social influence on adoption of high tech innovations: the moderating effect of public/private consumption. Journal of Business Research, 62, 706–712. https://doi.org/10.1016/j.jbusres.2007.04.014 Laskey, H. A., Day, E., & Crask, M. R. (1989). Typology of main message strategies for television commercials. Journal of advertising, 18(1), 36-41. https://doi.org/10.1080/00913367.1989.10673141 Latane, B. (2000). Pressures to uniformity and the evolution of cultural norms: modeling dynamic social impact. In D. Ilgen & C. Hulin (Eds.), Computational modeling of behavior in organization: the third scientific discipline (pp. 189–220). Washington D.C.: American Psychological Association. https://doi.org/10.1037/10375-009 Laucuka, A. (2018). Communicative functions of hashtags. Economics and Culture, 15(1), 56-62. https://intapi.sciendo.com/pdf/10.2478/jec-2018-0006 Leung, X. Y. (2019). Do destination Facebook pages increase fan’s visit intention? A longitudinal study. Journal of Hospitality and Tourism Technology, 10(2), 205–218. https://doi.org/10.1108/JHTT-06-2018-0041 Liu, X., Mehraliyev, F., Liu, C., & Schuckert, M. (2020). The roles of social media in tourists’ choices of travel components. Tourist studies, 20(1), 27-48. https://journals.sagepub.com/doi/10.1177/1468797619873107 https://doi.org/10.1177/1468797619873107 Luarn, P., Lin, Y. F., & Chiu, Y. P. (2015). Influence of Facebook brand-page posts on online engagement. Online Information Review, 39(4), 505-519. https://doi.org/10.1108/OIR-01-2015-0029 Marine-Roig, E., Martin-Fuentes, E., & Daries-Ramon, N. (2017). User-generated social media events in tourism. Sustainability, 9(12), 2250. https://doi.org/10.3390/su9122250 Mehta, M.P., Kumar, G. and Ramkumar, M. (2021), “Customer expectations in the hotel industry during the COVID-19 pandemic: a global perspective using sentiment analysis”, Tourism Recreation Research, Vol. ahead-of-print No. ahead-of-print, https://doi.org/10.1080/02508281.2021.1894692. Mestanza-Ramón, C., Pranzini, E., Anfuso, G., Botero, C. M., Chica-Ruiz, J. A., & Mooser, A. (2020). An attempt to characterize the “3S”(Sea, Sun, and Sand) parameters: Application to the Galapagos Islands and continental Ecuadorian beaches. Sustainability, 12(8), 3468.https://doi.org/10.3390/su12083468 Narangajavana, Y., Fiol, L. J. C., Tena, M. Á. M., Artola, R. M. R., & García, J. S. (2017). The influence of social media in creating expectations. An empirical study for a tourist destination. Annals of tourism research, 65, 60-70. https://doi.org/10.1016/j.annals.2017.05.002 Nielsen AC (2010) What Americans do online: social media and games dominate activity. Nielsen Mobile Media View Internet. Retrieved from http://www.nielsen.com Osei, B. A., Mensah, I., & Amenumey, E. K. (2018). Utilisation of social media by international tourists to Ghana. Anatolia, 29(3), 411-421.https://doi.org/10.1080/13032917.2018.1430044 Pachucki, C., Grohs, R., & Scholl-Grissemann, U. (2022). Is nothing like before ? COVID-19–evoked changes to tourism destination social media communication. Journal of Destination Marketing & Management, 23, 100692.https://doi.org/10.1016/j.jdmm.2022.100692 Pan, X., Rasouli, S., & Timmermans, H. (2021). Investigating tourist destination choice: Effect of destination image from social network members. Tourism Management, 83, 104217.https://doi.org/10.1016/j.tourman.2020.104217 Park, S., & Nicolau, J. L. (2015). Asymmetric effects of online consumer reviews. Annals of Tourism Research, 50, 67-83.https://doi.org/10.1016/j.annals.2014.10.007 Pertierra, A. C. (2018). Media anthropology for the digital age. John Wiley & Sons. Polity Press, Cambridge Pink, S., Horst, H., Lewis, T., Hjorth, L., & Postill, J. (2015). Digital ethnography: Principles and practice.https://www.torrossa.com/en/resources/an/5017934 Priharta, M. (2023). The Influence of Hashtag Engagement on Customer Brand Awareness Towards Indonesian Beauty Industry. International Journal of Business and Technology Management, 5(3), 299-311. https://doi.org/10.55057/ijbtm.2023.5.3.25 Rivas, R., Sadah, S. A., Guo, Y., & Hristidis, V. (2020). Classification of health-related social media posts: Evaluation of post content–classifier models and analysis of user demographics. JMIR Public Health and Surveillance, 6(2), e14952. https://doi.org/10.2196/14952 Salsabila, A., Wijayanti, Y., Nurmalita, W., & Karma, A. (2022.). City Branding Strategy of Yogyakarta Tourism Office in Maintaining Destination Image Amid the Rise of Klitih News. City Branding Strategy of Yogyakarta Tourism Office, pp. 190-197. https://doi.org/10.2991/978-2-494069-87-9_23. Schoner-Schatz, L., Hofmann, V., & Stokburger-Sauer, N. E. (2021). Destination’s social media communication and emotions: An investigation of visit intentions, word-of-mouth and travelers’ facially expressed emotions. Journal of Destination Marketing & Management, 22, 100661.https://doi.org/10.1016/j.jdmm.2021.100661 Sigala, M. (2016). Social media and the co-creation of tourism experiences. In The handbook of managing and marketing tourism experiences (pp. 85-111). Emerald Group Publishing Limited. https://doi.org/10.1108/978-1-78635-290-320161033 Smith, A. N., Fischer, E., & Yongjian, C. (2012). How does brand-related user-generated content differ across YouTube, Facebook, and Twitter?. Journal of interactive marketing, 26(2), 102-113. https://doi.org/10.1016/j.intmar.2012.01.002 Sokolova, K. and Kefi, H. (2020), “Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions”, Journal of Retailing and Consumer Services, Vol. 53, p. 101742, https://doi.org/10.1016/j.jretconser.2019.01.011. Supardin, L., Handayani, S.D. and RetnoWidowati, P.A. (2018), “The influence of advertisement perception and celebrity endorser towards purchase decision through brand image as the mediator”, International Journal of Business Quantitative Economics and Applied Management Research, Vol. 4 No. 10, pp. 9-17. Tafesse, W. (2015). Content strategies and audience response on Facebook brand pages. Marketing Intelligence & Planning, 33(6), 927–943. https://doi.org/10.1108/MIP-07-2014-0135 Tafesse, W., & Wien, A. (2017). A framework for categorizing social media posts. Cogent Business & Management, 4(1), 1284390. https://doi.org/10.1080/23311975.2017.1284390 Taylor, S., & Todd, P. A. (1995). Understanding information technology usage: A test of competing models. Information systems research, 6(2), 144-176. https://doi.org/10.1287/isre.6.2.144 Tham, A., Mair, J. and Croy, G. (2020), “Social media influence on tourists’ destination choice: importance of context”, Tourism Recreation Research, Vol. 45 No. 2, pp. 161-175, . https://doi.org/10.1080/02508281.2019.1700655. Turancı, E. (2019). The use of Instagram as a public relations tool in health tourism: an analysis on “health tourism Turkey” hashtag. International Journal of Health Management and Tourism, 4(1), 44-60. https://doi.org/10.31201/ijhmt.521852 Tussyadiah, I. P., & Wang, D. (2016). Tourists’ attitudes toward proactive smartphone systems. Journal of Travel Research, 55(4), 493-508. https://doi.org/10.1177/0047287514563168 Uşaklı, A., Koç, B., & Sönmez, S. (2017). How ‘social’ are destinations? Examining European DMO social media usage. Journal of Destination Marketing & Management, 6(2), 136–149. https://doi.org/10.1016/j.jdmm.2017.02.001 Van Dijck, J., & Poell, T. (2013). Understanding social media logic. Media and communication, 1(1),2-14. https://ssrn.com/abstract=2309065 Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of marketing, 68(1), 1-17. https://doi.org/10.1509/jmkg.68.1.1.24036