What is it about?

We explore the interplay between social currency (SC) and consumer engagement on social networks.

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Why is it important?

We use text analyses based on both human coding and machine learning assisted sentiment analysis on reviews collected from Facebook pages, and we show that SC has a positive effect on ratings and visitor loyalty.


First, we find that attractions have varying makeup of SC as represented in the six dimensions of SC. Second, repeat visits increase SC. Third, SC positively impacts revisit intentions even in the absence of prior experience. We also find that prior experience does not appear to yield better ratings, however, it predicts revisit intentions. This study represents the first use of SC in the tourism domain. Theoretical and practical implications alongside limitations and future research are discussed.

Dr. Muhammet Kesgin
Rochester Institute of Technology

Read the Original

This page is a summary of: Consumer engagement: the role of social currency in online reviews, Service Industries Journal, December 2018, Taylor & Francis,
DOI: 10.1080/02642069.2018.1553237.
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