On social media, the social cues accompanying a destination-brand-related post (likes, comments, shares), the relevance of its content, and the content-source are all determining factors that impact on consumers' engagement with that brand on social media. The study identifies consumers' engagement via their levels of participation in consuming, sharing, and creating content (COBRAs) about a destination. A 2x2x2 experiment is performed on a panel-based sample of 632 users who are exposed to different Instagram stimuli about a fictitious tourist attraction. The results provide empirical support for the hypothesis that all factors exert positive effects on tourists' engagement with destination-brand-related content. Social cues and the content-source are found to function as moderators of content relevance. The importance of these findings lies in identifying differences in tourist engagement generated by the relevance of the content, depending on who posts it and the social endorsement it receives. Theoretical and practical implications are provided.

中文翻译：

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目的地品牌社交媒体内容对消费者在线品牌相关活动 (COBRA) 的影响


在社交媒体上，与目的地品牌相关的帖子所伴随的社交线索（点赞、评论、分享）、内容的相关性以及内容来源都是影响消费者在社交媒体上与该品牌互动的决定因素。该研究通过消费者参与消费、分享和创建有关目的地的内容 (COBRA) 的程度来确定消费者的参与度。对 632 名用户进行了 2x2x2 实验，这些用户接触到有关虚构旅游景点的不同 Instagram 刺激。结果为以下假设提供了实证支持：所有因素都会对游客对目的地品牌相关内容的参与产生积极影响。人们发现社交线索和内容源起到了内容相关性的调节作用。这些发现的重要性在于确定内容相关性所产生的游客参与度差异，具体取决于内容的发布者及其获得的社会认可。提供了理论和实践意义。