The effect of social media marketing on brand loyalty in the hospitality industry in Zimbabwe: the moderating role of age

References

• Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. Free Press.
   Google Scholar
• Aberdeen, N. I., Syamsun, M., & Najib, M. (2016). The effect of brand awareness and image on consumer perceived quality and purchase intension–A study case of carbonated drink brand at Bogor City. International Journal of Scientific and Research Publications, 6(8), 1–18.
   Google Scholar
• Aghakhani, N., Karimi, J., & Salehan, M. (2018). A unified model for the adoption of electronic word of mouth on social network sites: Facebook as the exemplar. International Journal of Electronic Commerce, 22(2), 202–231. https://doi.org/10.1080/10864415.2018.1441700
   Web of Science ®Google Scholar
• Aji, P., Nadhila, V., & Sanny, L. (2020). Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science, 4(2), 91–104. https://doi.org/10.5267/j.ijdns.2020.3.002
   Google Scholar
• Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177–1190. https://doi.org/10.1016/j.tele.2017.05.008
   Web of Science ®Google Scholar
• Alawadhi, S., & Al-Daihani, S. M. (2019). Marketing academic library information services using social media. Library Management, 40(3/4), 228–239. https://doi.org/10.1108/LM-12-2017-0132
   Web of Science ®Google Scholar
• Alves, H., Fernandes, C., & Raposo, M. (2016). Social media marketing: A literature review and implications. Psychology & Marketing, 33(12), 1029–1038. https://doi.org/10.1002/mar.20936
   Web of Science ®Google Scholar
• Amaral, J. P., Oliveira, L. M., Rodrigues, J. J., Han, G., & Shu, L. (2014). Policy and network-based intrusion detection system for IPv6-enabled wireless sensor networks. In 2014 IEEE International Conference on Communications (ICC) (pp. 1796–1801). IEEE.
   Google Scholar
• Amaro, S., Duarte, P., & Henriques, C. (2016). Travelers’ use of social media: A clustering approach. Annals of Tourism Research, 59, 1–15. https://doi.org/10.1016/j.annals.2016.03.007
   Web of Science ®Google Scholar
• Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94. https://doi.org/10.1007/BF02723327
   Google Scholar
• Ben-Shaul, M., & Reichel, A. (2018). Motives, modes of participation, and loyalty intentions of Facebook tourism brand page consumers. Journal of Travel Research, 57(4), 453–471. https://doi.org/10.1177/0047287517704087
   Web of Science ®Google Scholar
• Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business and Management Studies: An International Journal, 6(1), 128–148.
   Google Scholar
• Blackshaw, T. (2016). Re-imagining leisure studies. Routledge.
   Google Scholar
• Charlesworth, A. (2014). An introduction to social media marketing. Routledge.
   Google Scholar
• Chawla, D., & Joshi, H. (2017). Role of demographics as moderator in mobile banking adoption. Twenty-third Americas Conference on Information Systems, Boston.
   Google Scholar
• Chege, M. W. (2017). Effect of social media marketing on consumer loyalty in the banking industry: A case of Equity Bank [Doctoral dissertation]. United States International University-Africa.
   Google Scholar
• Chikazhe, L., & Makanyeza, C. (2022). Self-perceived job performance as a mediator of the effects of academic satisfaction and quality on loyalty. Journal of Marketing and Consumer Behaviour in Emerging Markets, 2(15), 37–52.
   Google Scholar
• Chikazhe, L., Makanyeza, C., & Chigunhah, B. (2021). Understanding mediators and moderators of the effect of customer satisfaction on loyalty. Cogent Business & Management, 8(1), 1922127. https://doi.org/10.1080/23311975.2021.1922127
   Web of Science ®Google Scholar
• Danniswara, R., Sandhyaduhita, P., & Munajat, Q. (2020). The impact of EWOM referral, celebrity endorsement, and information quality on purchase decision: A case of Instagram. In Global branding: Breakthroughs in research and practice (pp. 882–905). IGI Global.
   Google Scholar
• Deng, L., & Tavares, N. J. (2013). From moodle to Facebook: Exploring students’ motivation and experiences in online communities. Computers & Education, 68, 167–176. https://doi.org/10.1016/j.compedu.2013.04.028
   Web of Science ®Google Scholar
• Ding, Y., & Keh, H. T. (2016). A re-examination of service standardization versus customization from the consumer’s perspective. Journal of Services Marketing, 30(1), 16–28. https://doi.org/10.1108/JSM-02-2015-0088
   Web of Science ®Google Scholar
• Duffett, R. (2020). The YouTube marketing communication effect on cognitive, affective and behavioural attitudes among Generation Z consumers. Sustainability, 12(12), 5075. https://doi.org/10.3390/su12125075
   Web of Science ®Google Scholar
• Duffett, R., Petroșanu, D. M., Negricea, I. C., & Edu, T. (2019). Effect of YouTube marketing communication on converting brand liking into preference among millennials regarding brands in general and sustainable offers in particular. Evidence from South Africa and Romania. Sustainability, 11(3), 604. https://doi.org/10.3390/su11030604
   Web of Science ®Google Scholar
• Dutta, N., & Bhat, A. (2016). Exploring the effect of store characteristics and interpersonal trust on purchase intention in the context of online social media marketing. Journal of Internet Commerce, 15(3), 239–273.
   Google Scholar
• Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287–308. https://doi.org/10.1080/15332667.2019.1705742
   Google Scholar
• Field, A. (2009). Discovering statistics using SPSS. Sage Publications.
   Google Scholar
• Field, A., Miles, J., & Field, Z. (2012). Discovering statistics using R. Sage.
   Google Scholar
• Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
   Web of Science ®Google Scholar
• Gafni, R., & Golan, O. T. (2016). The influence of negative consumer reviews in social networks. Online Journal of Applied Knowledge Management, 4(2), 44–58. https://doi.org/10.36965/OJAKM.2016.4(2)44-58
   Google Scholar
• Gaura, K. C., Manyanga, W., & Chikazhe, L. (2021). The effect of corporate social responsibility on brand awareness: Evidence from the insurance sector in Zimbabwe. Journal of Marketing and Consumer Behaviour in Emerging Markets, 2021(2(13), 22–36. https://doi.org/10.7172/2449-6634.jmcbem.2021.2.2
   Google Scholar
• Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833–5841. https://doi.org/10.1016/j.jbusres.2016.04.181
   Web of Science ®Google Scholar
• Goswami, K., Park, Y., & Song, C. (2017). Impact of reviewer social interaction on online consumer review fraud detection. Journal of Big Data, 4(1), 1–19. https://doi.org/10.1186/s40537-017-0075-6
   Google Scholar
• Guo, X., Pesonen, J., & Komppula, R. (2021). Comparing online travel review platforms as destination image information agents. Information Technology & Tourism, 23(2), 159–187. https://doi.org/10.1007/s40558-021-00201-w
   Web of Science ®Google Scholar
• Hayes, J. L., Golan, G., Britt, B., & Applequist, J. (2020). How advertising relevance and consumer–Brand relationship strength limit disclosure effects of native ads on Twitter. International Journal of Advertising, 39(1), 131–165. https://doi.org/10.1080/02650487.2019.1596446
   Web of Science ®Google Scholar
• Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
   Web of Science ®Google Scholar
• Homans, G. C. (1958). Social behavior as exchange. American Journal of Sociology, 63(6), 597–606. https://doi.org/10.1086/222355
   Web of Science ®Google Scholar
• Hooper, D., Coughlan, J., & Mullen, M. R. (2008). Structural equation modelling: Guidelines for determining model fit. Electronic Journal of Business Research Methods, 6(1), 53–60.
   Google Scholar
• Hospitality Association of Zimbabwe Annual Report. (2022). https://datareportal.com/reports/digital-2021-zimbabwe, https://zimbabwetourism.net
   Google Scholar
• Huang, C. (2018). Social network site use and academic achievement: A meta-analysis. Computers & Education, 119(1), 76–83. https://doi.org/10.1016/j.compedu.2017.12.010
   Google Scholar
• Huang, T. K., Liao, C. Y., Wang, Y. T., & Lin, K. Y. (2018 January). How does social media interactivity affect brand loyalty? In Proceedings of the 51st Hawaii International Conference on System Sciences, USA. https://doi.org/10.24251/HICSS.2018.266
   Google Scholar
• Hughes, M. Ü., Bendoni, W. K., & Pehlivan, E. (2016). Storygiving as a co-creation tool for luxury brands in the age of the internet: A love story by Tiffany and thousands of lovers. Journal of Product & Brand Management, 25(4), 357–364. https://doi.org/10.1108/JPBM-09-2015-0970
   Web of Science ®Google Scholar
• Ibrahim, B. (2021). The nexus between social media marketing activities and brand loyalty in hotel facebook pages: A multi-group analysis of hotel ratings. Tourism, 69(2), 228–245. https://doi.org/10.37741/t.69.2.5
   Web of Science ®Google Scholar
• Ibrahim, B., & Aljarah, A. (2018). Dataset of relationships among social media marketing activities, brand loyalty, revisit intention. Evidence from the hospitality industry in Northern Cyprus. Data in Brief, 21, 1823–1828. https://doi.org/10.1016/j.dib.2018.11.024
   PubMed Web of Science ®Google Scholar
• Ibrahim, B., & Aljarah, A. (2023). The era of Instagram expansion: Matching social media marketing activities and brand loyalty through customer relationship quality. Journal of Marketing Communications, 29(1), 1–25. https://doi.org/10.1080/13527266.2021.1984279
   Google Scholar
• Ibrahim, B., Aljarah, A., & Sawaftah, D. (2021). Linking social media marketing activities to revisit intention through brand trust and brand loyalty on the coffee shop facebook pages: Exploring sequential mediation mechanism. Sustainability, 13(4), 2277. https://doi.org/10.3390/su13042277
   Web of Science ®Google Scholar
• Ilich, K. L., & Hardey, M. (2020). It’s all about the packaging: Investigation of the motivations, intentions, and marketing implications of sharing photographs of secondary packaging on Instagram. Information, Communication and Society, 23(1), 1–19. https://doi.org/10.1080/1369118X.2018.1478983
   Web of Science ®Google Scholar
• Instagram for Business. (2021). Drive Possibilities with Instagram Stories Ads | Instagram for Business. https://business.instagram.com/a/stories
   Google Scholar
• Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, 29(1), 129–144. https://doi.org/10.1108/APJML-10-2015-0154
   Web of Science ®Google Scholar
• Jeon, H., Ahn, H. J., & Yu, G. J. (2016). What makes people react to the posts on the brand pages of mobile social network games? Online Information Review, 40(3), 435–448. https://doi.org/10.1108/OIR-07-2015-0236
   Web of Science ®Google Scholar
• Kabiraj, S., & Shanmugan, J. (2011). Development of a conceptual framework for brand loyalty: A Euro-Mediterranean perspective. Journal of Brand Management, 18(4–5), 285–299. https://doi.org/10.1057/bm.2010.42
   Google Scholar
• Kaiser, C., Ahuvia, A., Rauschnabel, P. A., & Wimble, M. (2020). Social media monitoring: What can marketers learn from Facebook brand photos? Journal of Business Research, 117, 707–717. https://doi.org/10.1016/j.jbusres.2019.09.017
   Web of Science ®Google Scholar
• Kaondera, P. R., Chikazhe, L., Munyimi, T. F., & Nyagadza, B. (2023). Buttressing customer relationship management through digital transformation: Perspectives from Zimbabwe’s commercial banks. Cogent Social Sciences, 9(1), 2191432. https://doi.org/10.1080/23311886.2023.2191432
   Web of Science ®Google Scholar
• Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164–171. https://doi.org/10.1080/20932685.2010.10593068
   Google Scholar
• Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014
   Web of Science ®Google Scholar
• Kim, Y. H., Kim, D. J., & Wachter, K. (2013). A study of mobile user engagement (MoEN): Engagement motivations, perceived value, satisfaction, and continued engagement intention. Decision Support Systems, 56, 361–370. https://doi.org/10.1016/j.dss.2013.07.002
   Web of Science ®Google Scholar
• Kladou, S., & Mavragani, E. (2015). Assessing destination image: An online marketing approach and the case of TripAdvisor. Journal of Destination Marketing & Management, 4(3), 187–193. https://doi.org/10.1016/j.jdmm.2015.04.003
   Web of Science ®Google Scholar
• Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2021). Perceived social media marketing activities and consumer-based brand equity. Asia Pacific Journal of Marketing and Logistics, 33(1), 53–72. https://doi.org/10.1108/APJML-07-2019-0453
   Web of Science ®Google Scholar
• Kombo, D. K., & Tromp, D. L. (2009). Introduction to proposal writing. Nairobi: Pauline Publications, 25(1), 266–283.
   Google Scholar
• Kotler, P., & Keller, K. (2012). Marketing management (14th ed.). Prentice Hall.
   Google Scholar
• Kumar, G. B. S. (2020). Customer emotions on post launch of RedmiK20 Pro Smart Phone using Twitter Reviews. Studies in Indian Place Names, 40(18), 1639–1645.
   Google Scholar
• Kumar, P. (2018). Study on factors influencing tourists’ perceived benefits of Facebook contents of the state tourism departments [Doctoral dissertation]. Department of Tourism Studies, Puducherry University. [online] http://hdl.handle.net/10603/290368
   Google Scholar
• Kumar, P., Mishra, J. M., & Rao, Y. V. (2022). Analysing tourism destination promotion through Facebook by Destination Marketing Organizations of India. Current Issues in Tourism, 25(9), 1416–1431. https://doi.org/10.1080/13683500.2021.1921713
   Web of Science ®Google Scholar
• Lacka, E., & Wong, T. C. (2021). Examining the impact of digital technologies on students’ higher education outcomes: The case of the virtual learning environment and social media. Studies in Higher Education, 46(8), 1621–1634. https://doi.org/10.1080/03075079.2019.1698533
   Web of Science ®Google Scholar
• Lai, C., Singh, B., Alshwer, A. A., & Shaffer, M. A. (2014). Building and leveraging interpersonal trust within and across MNE subsidiaries: A social exchange perspective. Journal of International Management, 20(3), 312–326. https://doi.org/10.1016/j.intman.2014.02.001
   Web of Science ®Google Scholar
• Lalicic, L., Huertas, A., Moreno, A., & Jabreel, M. (2019). Emotional brand communication on Facebook and twitter: Are DMOs successful? Journal of Destination Marketing & Management, 16, 100350. https://doi.org/10.1016/j.jdmm.2019.03.004
   Web of Science ®Google Scholar
• Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33(1), 76–82. https://doi.org/10.1016/j.ijinfomgt.2012.07.003
   Web of Science ®Google Scholar
• Laroche, M., Habibi, M. R., Richard, M. O., & Sankaranarayanan, R. (2012). The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior, 28(5), 1755–1767. https://doi.org/10.1016/j.chb.2012.04.016
   Web of Science ®Google Scholar
• Le, T. D. (2018). Influence of WOM and content type on online engagement in consumption communities: The information flow from discussion forums to Facebook. Online Information Review, 42(2), 161–175. https://doi.org/10.1108/OIR-09-2016-0246
   Web of Science ®Google Scholar
• Lee, J., Benjamin, S., & Childs, M. (2022). Unpacking the emotions behind TripAdvisor travel reviews: The case study of Gatlinburg, Tennessee. International Journal of Hospitality & Tourism Administration, 23(2), 347–364. https://doi.org/10.1080/15256480.2020.1746219
   Web of Science ®Google Scholar
• Lee, J. J., Capella, M. L., Taylor, C. R., Luo, M., & Gabler, C. B. (2014). The financial impact of loyalty programs in the hotel industry: A social exchange theory perspective. Journal of Business Research, 67(10), 2139–2146. https://doi.org/10.1016/j.jbusres.2014.04.023
   Web of Science ®Google Scholar
• Lee, S., Manthiou, A., Jeong, M., Tang, L., & Chiang, L. (. (2015). Does consumers’ feeling affect their quality of life? Roles of consumption emotion and its consequences. International Journal of Tourism Research, 17(4), 409–416. https://doi.org/10.1002/jtr.1988
   Web of Science ®Google Scholar
• Leech, N. L., Barrett, K. C., & Morgan, G. A. (2014). IBM SPSS for intermediate statistics: Use and interpretation. Routledge.
   Google Scholar
• MacKenzie, S. B., & Podsakoff, P. M. (2012). Common method bias in marketing: Causes, mechanisms, and procedural remedies. Journal of Retailing, 88(4), 542–555. https://doi.org/10.1016/j.jretai.2012.08.001
   Web of Science ®Google Scholar
• Madzharov, A. V., Block, L. G., & Morrin, M. (2015). The cool scent of power: Effects of ambient scent on consumer preferences and choice behavior. Journal of Marketing, 79(1), 83–96. https://doi.org/10.1509/jm.13.0263
   Web of Science ®Google Scholar
• Mancuso, J., & Stuth, K. (2015). A portrait of modern media. Marketing Insights, (May/June), 16–17.
   Google Scholar
• Manyanga, W., Makanyeza, C., & Muranda, Z. (2022). The effect of customer experience, customer satisfaction and word of mouth intention on customer loyalty: The moderating role of consumer demographics. Cogent Business & Management, 9(1), 1–20. https://doi.org/10.1080/23311975.2022.2082015
   Web of Science ®Google Scholar
• Matanhire, E., Vingirayi, I., & Manyanga, W. (2021). The impact of digital marketing in financial organizations in Zimbabwe. International Journal of Information, Business and Management, 13(2), 1–20.
   Google Scholar
• Mavenga, N. (2013). The impact of social media on marketing communications in commercial banks in Zimbabwe: The case of Agribank. University of Zimbabwe.
   Google Scholar
• Mbetu, J. (2018). The effect of social media on customer purchase decisions in the beverages industry in Zimbabwe [Doctoral dissertation]. Midlands State University.
   Google Scholar
• Mhlanga, O., & Maloneytichaawa, T. (2017). Influence of social media on customer experiences in restaurants: A South African study. Tourism: An International Interdisciplinary Journal, 65(1), 45–60.
   Google Scholar
• Min, H., Park, J., & Kim, H. J. (2016). Common method bias in hospitality research: A critical review of literature and an empirical study. International Journal of Hospitality Management, 56, 126–135. https://doi.org/10.1016/j.ijhm.2016.04.010
   Web of Science ®Google Scholar
• Muangmee, C. (2021). Effects of Facebook advertising on sustainable brand loyalty and growth: Case of Thai start-up businesses. Transnational Corporations Review, 15(3), 1–12.
   Web of Science ®Google Scholar
• Müller, J., & Christandl, F. (2019). Content is king-but who is the king of kings? the effect of content marketing, sponsored content & user-generated content on brand responses. Computers in Human Behavior, 96(1), 46–55. https://doi.org/10.1016/j.chb.2019.02.006
   Google Scholar
• Munnukka, J., Karjaluoto, H., & Tikkanen, A. (2015). Are Facebook brand community members truly loyal to the brand? Computers in Human Behavior, 51(1), 429–439. https://doi.org/10.1016/j.chb.2015.05.031
   Google Scholar
• Murwaningtyas, F., Harisudin, M., & Irianto, H. (2020). Effect of celebrity endorser through social media on organic cosmetic purchasing intention mediated with attitude. KnE Social Sciences, 152(1), 165. https://doi.org/10.18502/kss.v4i3.6393
   Google Scholar
• Musungwini, S., Zhou, T. G., Zhou, M., & Ruvinga, C. (2014). Harnessing social media for business: Case study of Zimbabwe. International Journal of Computer Science and Business Information, 11(1), 80–89.
   Google Scholar
• Nguyen, L., Lu, V. N., Conduit, J., Tran, T. T. N., & Scholz, B. (2021). Driving enrolment intention through social media engagement: A study of Vietnamese prospective students. Higher Education Research & Development, 40(5), 1040–1055. https://doi.org/10.1080/07294360.2020.1798886
   Web of Science ®Google Scholar
• Njeri, M. (2021). Influence of social media in political and tribal conflict in Kenya. Journal of Public Relations, 1(1), 14–28. https://doi.org/10.47941/jpr.653
   Google Scholar
• Novotová, J. (2018). Exploring customer loyalty to fashion brands on Facebook fan pages. E + M Ekonomie a Management, 21(1), 206–223. https://doi.org/10.15240/tul/001/2018-1-014
   Web of Science ®Google Scholar
• Nowacki, M., & Niezgoda, A. (2020). Identifying unique features of the image of selected cities based on reviews by TripAdvisor portal users. Scandinavian Journal of Hospitality and Tourism, 20(5), 503–519. https://doi.org/10.1080/15022250.2020.1833362
   Web of Science ®Google Scholar
• Olasina, G. (2015). Factors influencing the use of M-Banking by academics: A case study of SMS-based MBanking. African Journal of Information Systems, 7(4), 56–57.
   Web of Science ®Google Scholar
• Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Suppl. 1), 33–44. https://doi.org/10.2307/1252099
   Google Scholar
• Pallant, J. (2005). SPSS survival manual: A step-by-step guide to data analysis using SPSS for windows (Version 12). Allen & Unwin.
   Google Scholar
• Perera, C. H., Nayak, R., & Nguyen, L. T. V. (2022). The impact of social media marketing and brand credibility on higher education institutes’ brand equity in emerging countries. Journal of Marketing Communications, 28(4), 1–26.
   Google Scholar
• Peruta, A., & Shields, A. B. (2018). Marketing your university on social media: A content analysis of Facebook post types and formats. Journal of Marketing for Higher Education, 28(2), 175–191. https://doi.org/10.1080/08841241.2018.1442896
   Web of Science ®Google Scholar
• Quinton, S., & Wilson, D. (2016). Tensions and ties in social media networks: Towards a model of understanding business relationship development and business performance enhancement through the use of LinkedIn. Industrial Marketing Management, 54(54), 15–24. https://doi.org/10.1016/j.indmarman.2015.12.001
   Google Scholar
• Raji, R. A., Mohd Rashid, S., & Mohd Ishak, S. (2018). Consumer-based brand equity (CBBE) and the role of social media communications: Qualitative findings from the Malaysian Automotive Industry. Journal of Marketing Communications, 25(5), 511–534. https://doi.org/10.1080/13527266.2018.1455066
   Google Scholar
• Ramanujam, V., & Kumar, P. (2022). Role of TripAdvisor in influencing international tourists visiting Puducherry. International Journal of Technology Marketing, 16(4), 386–402. https://doi.org/10.1504/IJTMKT.2022.126267
   Google Scholar
• Reino, S., & Hay, B. (2011). The use of YouTube as a tourism marketing tool. In Proceedings of the 42nd Annual Travel & Tourism Research Association Conference, London, Ontario, Canada, Travel & Tourism Research Association.
   Google Scholar
• Reisinger, Y., & Mavondo, F. (2007). Structural equation modelling: Critical issues and new developments. Journal of Travel & Tourism Marketing, 21(4), 41–71. https://doi.org/10.1300/J073v21n04_05
   Google Scholar
• Roncha, A., & Radclyffe-Thomas, N. (2016). How TOMS’ “one day without shoes” campaign brings stakeholders together and co-creates value for the brand using Instagram as a platform. Journal of Fashion Marketing and Management, 20(3), 300–321. https://doi.org/10.1108/JFMM-10-2015-0082
   Web of Science ®Google Scholar
• Salem, S., & Chaichi, K. (2018). Investigating causes and consequences of purchase intention of luxury fashion. Management Science Letters, 8(12), 1259–1272. https://doi.org/10.5267/j.msl.2018.10.001
   Google Scholar
• Salem, S. F., & Salem, S. O. (2018). Self-identity and social identity as drivers of consumers’ purchase intention towards luxury fashion goods and willingness to pay premium price. Asian Academy of Management Journal, 23(2), 161–184.
   Google Scholar
• Salem, S. F., & Salem, S. O. (2021). Effects of social media marketing and selected marketing constructs on stages of brand loyalty. Global Business Review, 22(3), 650–673. https://doi.org/10.1177/0972150919830863
   Web of Science ®Google Scholar
• Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66(1), 36–41. https://doi.org/10.1016/j.jairtraman.2017.09.014
   Google Scholar
• Shaikh, A. A., & Karjaluoto, H. (2015). Mobile banking adoption: A literature review. Telematics and Informatics, 32(1), 129–142. https://doi.org/10.1016/j.tele.2014.05.003
   Web of Science ®Google Scholar
• Siemsen, E., Roth, A., & Oliveira, P. (2010). Common method bias in regression models with linear, quadratic, and interaction effects. Organizational Research Methods, 13(3), 456–476. https://doi.org/10.1177/1094428109351241
   Web of Science ®Google Scholar
• Smith, C. (2014). Here’s why Instagram’s demographics are so attractive to brands. Business Insider, 9(5), 1–17.
   Google Scholar
• So, K. K. F., Wu, L., Xiong, L., & King, C. (2018). Brand management in the era of social media: Social visibility of consumption and customer brand identification. Journal of Travel Research, 57(6), 727–742. https://doi.org/10.1177/0047287517718354
   Web of Science ®Google Scholar
• Song, Y., Wang, R., Fernandez, J., & Li, D. (2021). Investigating sense of place of the Las Vegas Strip using online reviews and machine learning approaches. Landscape and Urban Planning, 205(05), 103956. https://doi.org/10.1016/j.landurbplan.2020.103956
   Google Scholar
• Statista. (2018a). Number of monthly active Twitter users worldwide from 1st quarter 2010 to 2nd quarter 2018 (in millions). https://www.statista.com/statistics/282087/number-of-monthlyactive-Twitter-users/
   Google Scholar
• Statista. (2018b). Twitter’s revenue from 1st quarter 2013 to 2nd quarter 2018, by segment (in million U.S. dollars). https://www.statista.com/statistics/449143/Twitter-revenue-quarter-segment/
   Google Scholar
• Statista. (2020a). Facebook: Number of daily active users worldwide 2011-2020. https://www.statista.com/statistics/346167/facebook-global-dau/
   Google Scholar
• Statista. (2020b). Number of monthly active Facebook users worldwide as of 3rd quarter 2020. https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/
   Google Scholar
• Tam, L., & Kim, J. N. (2019). Social media analytics: How they support company public relations. Journal of Business Strategy, 40(1), 28–34. https://doi.org/10.1108/JBS-06-2017-0078
   Google Scholar
• Tapfumaneyi, F. (2015). The impact of social media on brand equity in the financial sector in Zimbabwe: A case study of ZB bank. Zambezia Journal of Business Management, 1(1), 1–10.
   Google Scholar
• Tatar, Ş B., & Eren-Erdogmus, İ. (2016). The effect of social media marketing on brand trust and brand loyalty for hotels. Information Technology & Tourism, 16(3), 249–263. https://doi.org/10.1007/s40558-015-0048-6
   Web of Science ®Google Scholar
• Tweneboah-Koduah, E. Y., & Farley, A. Y. D. (2015). Relationship between customer satisfaction and customer loyalty in the retail banking sector of Ghana. International Journal of Business and Management, 11(1), 249. https://doi.org/10.5539/ijbm.v11n1p249
   Google Scholar
• Van Asperen, M., de Rooij, P., & Dijkmans, C. (2018). Engagement-based loyalty: The effects of social media engagement on customer loyalty in the travel industry. International Journal of Hospitality & Tourism Administration, 19(1), 78–94. https://doi.org/10.1080/15256480.2017.1305313
   Web of Science ®Google Scholar
• Vassiliadis, C. A., Mombeuil, C., & Fotiadis, A. K. (2021). Identifying service product features associated with visitor satisfaction and revisit intention: A focus on sports events. Journal of Destination Marketing & Management, 19, 100558. https://doi.org/10.1016/j.jdmm.2021.100558
   Web of Science ®Google Scholar
• Vinh, T. T., Phuong, T. T. K., Nga, V. T. Q., & Nguyen, N. P. (2019). The effect of social media communication on brand equity through Facebook: Evidence from CGV Cinemas, Vietnam. International Journal of Electronic Customer Relationship Management, 12(2), 143–166. https://doi.org/10.1504/IJECRM.2019.104021
   Google Scholar
• Vukasovic, T. (2013). Building successful brand by using social networking media. Journal of Media and Communication Studies, 5(6), 56–63.
   Google Scholar
• We Are Social. (2015). We are social website. http://wearesocial.net/blog/2015/01/digital-social-mobile-worldwide-2015/
   Google Scholar
• Witzig, L., Spencer, J., & Galvin, M. A. R. I. N. (2012). Organizations’ use of LinkedIn: An analysis of nonprofits, large corporations and small businesses. Marketing Management Journal, 22(1), 113–121.
   Google Scholar
• Wu, K. (2016). YouTube marketing: Legality of sponsorship and endorsements in advertising. Journal of Business Ethics, 22(1), 59.
   Google Scholar
• Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294–1307. https://doi.org/10.1016/j.tele.2017.06.001
   Web of Science ®Google Scholar
• Yong, A. G., & Pearce, S. (2013). A beginner’s guide to factor analysis: Focusing on exploratory factor analysis. Tutorials in Quantitative Methods for Psychology, 9(2), 79–94. https://doi.org/10.20982/tqmp.09.2.p079
   Google Scholar
• Zim Digital. (2021). https://datareportal.com/reports/digital-2021-zimbabwe.
   Google Scholar
• Zimbabwe Tourism Authority. (2019). Tourism Trends and Statistics Report 2019.
   Google Scholar
• Zimbabwe Tourism Authority. (2020). Tourism Trends and Statistics Report 2020.
   Google Scholar
• Zimbabwe Tourism Authority. (2022). Tourism Trends and Statistics Report 2022.
   Google Scholar
• Zimstats. (2022). Zimbabwe Population and Census demographics report. https://www.zimstat.co.zw
   Google Scholar