Browsing by Author "Kanje, Patrokil"

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    Customer engagement and eWOM in tourism
    (Citation Kanje, P., Charles, G., Tumsifu, E., Mossberg, L. and Andersson, T. (202 Journal of Hospitality and Tourism Insights, 2020) Kanje, Patrokil; Charles, Goodluck; Elly, Tumsifu; Mossberg, Lena; Andersson, Tommy
    Abstract Purpose – The purpose of this article is to examine the role of customer engagement (CE) on electronic word of mouth (eWOM) behavior among vacationers in Tanzania. The article disaggregates CE into cognitive process, affection and behavior and integrates eWOM passing into the eWOM concept. Design/methodology/approach – A sample of 278 vacationers who had used social media before and/or during their trip in Tanzania was used. They were drawn at three major airports in Tanzania when exiting the destination. Structural equation modeling (SEM) was used to test the proposed relationships. Findings – It is revealed that both the affective CE and behavioral CE positively relate to vacationers’ eWOM seeking, giving and passing behaviors in tourism-related sites. On the other hand the cognitive CE relates positively only with eWOM passing behaviors. Research limitations/implications – The varied relationship of the three CE dimensions (cognitive, affective and behavioral) with eWOM behaviors further confirms the multi-dimensionality of CE and the enduring psychological connection of individuals beyond participation in activities. Practical implications – CE is multifaceted and enduring and thus managers should take a long-term, enduring and multidimensional perspective in facilitating CE development. Different content appeals are needed in facilitating CE in online platforms as CE dimensions relate variedly with eWOM behaviors Originality/value – The study links CE and eWOM in a novel way by disaggregating CE and integrating the eWOM passing component into the eWOM concept in tourism-related social media sites. Keywords Customer engagement, Tourism-related social media sites, Electronic word of mouth
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    What characterizes Vacationers’ eWOM sharing behaviours? Unbundling Entertainment and Information Motives in Brand-related Social Media Sites
    (University of Dar es Salaam Library Journal, 2021) Elly, Tumsifu; Kanje, Patrokil
    eWOM has increasingly become one of the sources of information relied on by vacationers to decide on where to go and where to stay. This article examines the influence of motivation on electronic word of mouth (eWOM) behaviour among vacationers in Tanzania. Four motivation variables from motivational psychology literature and the Uses and Gratification Theory (information, altruism, social integration and entertainment) are examined along three eWOM dimensions, namely giving, seeking and passing. Data was collected using a structured questionnaire from 278 vacationers at three airports in Tanzania who had used social media for their trip. The data was analysed using structural equation modelling. The overall results indicate that vacationers’ eWOM behaviours are positively related to entertainment motivation. Alongside entertainment, eWOM giving and seeking behaviours are positively related to information and social integration, respectively, and eWOM passing is positively related to altruistic motivation. Thus, the study concludes that entertainment motivation is the main driver of social media eWOM behaviours, hence a deviation from the past research that associated people’s participation in eWOM with information motives.