The Power of Social Media Marketing on Young Consumers’ Travel-Related Co-creation Behavior Farzana Sharmin? and Mohammad Tipu Sultan Shanghai Jiao Tong University, sharminfess sanghai 200240, China ‘Abstract. ‘The extensive advancement of information technology, travel-related content creation is largely influenced by the use of social media, Travel-related social media (TSM) users do not only accept products and services but also participate in the operation process and play central roles in strengthening. the creating value. Young consumers" have a more dynamic relationship with social ‘media technology, which is tapping into innovative creation behavior, While very few studies have focused on social media marketing activities in terms of co-creation value, With this realization, the aim ofthis study isto investigate the ‘effects of social media marketing activites to examine the travel-teated co- creation intention of young consumers, To empirically test the hypothetical ‘model, this study conducted a paper-based survey on 365 young social media twsers from China for data analysis. The analytical results of structural equation ‘modeling indicated that social media marketing activities have a postive sig- nificant effect on towards travel-related co-reation intention through the ‘mediating effect of perceived satisfaction. Finally, the implications based on the ‘empirical results of tis study are provided as references forthe improvement of social media marketing activities to promote the co-creation behavior, Keywords: China - Co-ceation = Intention - Perceived satisfaction ~ Social ‘media marketing activities (SMMA) 1 Introduction The rapid growth of dimensions in social media (e.g, social networking sites, weblogs, photo & video sharing, and virtual communities), consumers are engaging in interac tion and communication. Consumers’ have a more dynamic relationship with this platform, which is tapping into innovative travel marketing dimensions and changing consumers’ interpersonal message [1]. Social media has been dramatically changing the relationships between individuals, firms, and societies (1, 2|- Adoption of social media applications has been reportedly rapid and impacts on daily life and other emerging industry. In the tourism sector, social media technology reflects individual engagement which may influence travel marketers to better understand consumers interaction behavior. Given the importance of travel-related marketing activity, con- sumers have focused on co-creation experiences and outcomes [3-5]. Therefore, it is important to take account of social media marketing activities for travel-related © Springer Nature Switzerland AG 2020 G. Meiselvitz Ed.) HCH 2020, LNCS 12195, pp. 401-414, 2020. Ipsfdo. orp, 1007)978-3-030.49576-3.29402 -F, Sharmin and M. T. Sultan co-creation intention, There were few studies analyzed the conditions of facilitating customer cocteation in a computer-mediated environment. To address these research aps, we have applied the concept of social media marketing activities (SMMA) [6] to identify consumers satisfaction to participate and co-create about travel-related infor- mation through social media, The variety of social media sites include Facebook, Linkedin, Google + (social networking sites) Twitter (a microblogging site), Youtube (a video site), Instagram and Flickr (photo sharing sites), Wordpress (a blog), Microsoft MSDN (a forum), and WhatsApp (a messaging app) have been popular and emerging for the real-time imeraction dimension {‘—®]. In China, the top three social media platforms are owned by Tencent: Wechat with 1.18 million monthly active usets, QQ with 803 million active users, and Youku with $80 million ative users [10]. Similar to other eounter- parts, Chinese social media users can share their views, comments, photos, and videos With fellow users regarding their experiences with different kinds of services and products, ranging from a bus ride to the purchase of an apartment [8, 11, 12}. This study mostly focused on Chinese social media, which has the advantage of a promotion, advertissments or marketing faciltics over traditional tools in terms of speed, flexibility, transaction, reading, and tacking events in realtime. Accordingly the objectives of the paper are two main focused, First, we examine the most influential attributes (entertainment, interaction, trendiness, customization, word-of-mouth) from social media marketing activites (SMM) which create young consumers satisfaction towards social media. Finally, we investigate individuals’ intention to co-create with Chinese social media for travel purposes. To select young consumers from China (18 to 36 years old), who grew up with the intemet and mobile phones, and are therefore referred to as the Net-Wired Generation or Digital Natives [8, 11, 12) 2. Literature Review and Hypotheses Formulation 2.1 Social Media Marketing Activities (SMMA) Social media marketing activities (S MMA), asa vial part in the process of commercial activities [6], which aim to facilitate interactions, collaborations and the sharing of content [12-14]. The research about travel marketing through any kind of social media pointed out the community marketing campaigns of products or services. The mar- keting factors (c., entertainment, interaction, trendiness, customization and word-of- ‘mouth, produce significant impacts on customers” brand equity (2, 15] Understanding an individual's perceptions of social media marketing can prime to create vital role towards involvement. A large part of the global population is now connected to social media to share thei ideas, exchange information, interaction with online communities, sharing news, as an overall entertainment [8, 4, 16]. Tis poses a distinct challenge for online destination managers’, because of the most up-to-date news and information thereby making ita tool to search forthe most practical products or purchase. Some scholars argued that many destination organizations using social media as a collective of tates such as by developing social presence, tweeting links,‘The Power of Social Media Marketing 403, posting videos, and doing few promotions without a proper understanding on con- sumers behavior [12, 13]. However, there is still a gap between social media marketing features and consumers co-creation behavior. 22 Entertainment Entertainment refers to the way of fun and plays emerging from social media for entertaining and escaping pressure [6]. According to the model proposed by [17], entertainment, measured by receiving and disseminating any kind of message, whether commercial or general information. In particular social networking sites (e.g. Face book, WeChat), active members receive a product message and attempt to attach their ‘own views and interest to conduct with social affiliation, enjoyment and positive attitude towards it [1, 8]. Consumers actively choose social media to satisfy their specific needs rather than passively obtain information, which creates a gratification and social media-based brand connection (18, 19]. Based on the SMMA, we postulated: HI, Entertainment has a positive significant effect on consumers’ satisfaction towards social media use 23° Interaction Social interaction through networking sites is fundamentally changing communication between products, services and customers [8]. Users can easily discover information about opening hours, offers and customer communications from their network [20, 2] The current research focused on interaction to examine individuals interface with social media to create travel-related content as other literature has given priority [15, 19} Such interaction makes them feel more socially connected, inereases the chance that others can weigh in, satisfy their needs and puts more focus on participation and co: creation intention [22, 23]. Therefore we proposed: 2, Interaction has a positive significant effect on consumers” satisfaction towards social media use, 24° Trendiness In accordance with [19, 24], trendy information on social media covers four sub motivations: surveillance, knowledge, prepurchase information, and_ inspiration. Surveillance describes observing, and remaining updated about, one’s social environ- ‘ment, It has to change consumers trends towards social media acceptance for tourism products and follow the advertisements [2, 18, 25]. Because, social media provide the latest news, hot discussion topics, and are also core product search channels [26-28] Therefore, this study hypothesizes trendiness as an influential attribute to cope-up with new trends which derived by the customer acceptance behavior. Moreover, individuals follow the most up-to-date information while the purpose of travel product, place and services, Thus we proposed: H3. Trendiness has a positive significant effect on consumers’ satisfaction towards social media use.404 F, Sharmin and M. T. Sultan 2S Customization In accordance with customization, it refers to the degree by which a service is eu tomized and made satisfy the users [29]. According to [30], a customized message targets a specific person or a small audience (e.g. Facebook posts) and a broadcast message target anyone who is interested (e.g. Twitter tweets). Most of the marketer's and service providers, nowadays to connect with the social media community (e.g. Burberry and Gucci) to make significant use of their online presence. To sending any personalized messages to individual customers, enabling them to customize and design their own products (6, 12, 19]. Thus this study proposed the following, hypothesis: H4, Customization has a positive significant effect on consumers’ satisfaction towards social media use. 2.6 Word-of-Mouth (WoM) Social media and word-of-mouth have been recognized as a dominant factor in shaping consumer recommendation behavior [31]. Social media associate electronic word-of- mouth (¢-WOM) with online consumer-to-consumer interactions and exchange of product or service evaluations among people who meet, talk, and text each other in the virtual world 2, 32, 33]. Previous literature mostly focused on e-WOM utilization bchavior of individuals as it has higher credibility, empathy, and relevance, In contrast, word-of-mouth has a higher satisfaction and significantly influenced by the perceptions of interactional marketing features [6, 34]. Thus we proposed: HS. e-Word of mouth has a positive significant effect on consumers’ satisfaction towards social media use. 2.7 Consumers’ Satisfaction and Behavioral Intention In accordance with the expectation confirmation theory (ECT), satisfaction refers to a customer's expectation for any service to which users pleased these expectations [35] In the context of social media marketing activites, consumers mostly depend on systems applications and prefer sustainable support [36-38]. On the other side, the more difficulty occurs the less satisfaction and usage intention, Tourism marketers consider managing travel marketing activities through social media to operate and inereasing users’ intention. In this study, two kinds of intention, participation and co- creation, therefore, represents the individual's subjective probability to follow the social media marketing activities in terms of travel-related attitude toward a given object oF behavior [39-42]. In this vein, if users have a high dependency on the marketing information, they are expected to proactively and positively spend more time and energy using social media services to increase feelings of possession [43]. Thus the following hypotheses have formulated: H6, Consumers" perceived satisfaction towards social media marketing activities has positive significant effects on participation intention, H7. Consumers’ perceived satisfaction towards social media marketing activites hhas positive significant effects on co-creation intention,