Social media on travel platforms can boost Gen Z well-being when it encourages positive emotional engagement
Social media communication on online travel platforms may contribute to customer well-being when it encourages participation and positive emotional experiences, according to a study of 210 Generation Z users reported in the International Journal of Electronic Marketing and Retailing.
A study of 210 Generation Z users on online travel platforms in Greater Jakarta, Indonesia has found that social media communication can enhance customer well-being by fostering positive emotional experiences. This research, published in the International Journal of Electronic Marketing and Retailing, reveals that both provider communication and user-generated content, such as reviews and comments, were associated with greater customer participation in shaping service value.
This co-creation process, which involves both businesses and customers, was linked to more positive emotional experiences, which in turn were connected to increased customer well-being. The researchers suggest that online travel retailers should prioritize making communication useful, understandable, and conducive to positive engagement, rather than merely focusing on metrics like click-through rates.
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