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Antecedents and consequences of strategic online-reputation management: moderating effect of online tools
dc.contributor.author | Peco Torres, Francisco | |
dc.contributor.author | Polo Peña, Ana Isabel | |
dc.contributor.author | Frías Jamilena, Dolores María | |
dc.date.accessioned | 2024-03-20T13:38:00Z | |
dc.date.available | 2024-03-20T13:38:00Z | |
dc.date.issued | 2023 | |
dc.identifier.citation | Peco-Torres, F., Polo-Peña, A. I., & Frías Jamilena, D. M. (2023). Antecedents and consequences of strategic online-reputation management: moderating effect of online tools. Journal of Hospitality and Tourism Technology, 14(3), 384-400. https://doi.org/10.1108/JHTT-05-2021-0144 | es_ES |
dc.identifier.uri | https://hdl.handle.net/10481/90134 | |
dc.description.abstract | Purpose – This study examines the antecedents and consequences of strategic onlinereputation management among tourism firms. It is proposed that a) customer relationship management (CRM) is an antecedent of strategic online-reputation management, b) brand equity is a consequence of strategic online-reputation management, and c) the use of online tools moderates the effect of strategic online-reputation management and CRM on brand equity. Design/methodology/approach – A quantitative empirical study is conducted among online marketing managers of chain hotels. Structural equation modeling (SEM) is used to verify the proposed relationships. Findings – The results show that CRM is an antecedent of strategic online-reputation management and that strategic online-reputation management and CRM exert a positive effect on brand equity among firms that frequently use a range of online tools. No such effect is found in cases of limited usage of online tools. Practical implications – Tourism firms seeking to achieve greater brand equity by means of strategic online-reputation management should implement CRM and make extensive use of online tools. Originality – The main contributions of this study are that it: (i) analyses the antecedents and consequences of strategic online-reputation management jointly and empirically; (ii) studies the moderating role of the use of online tools in the effect of online strategies— such as online-reputation management and CRM—on brand equity and; (iii) studies the consequences of CRM in online media. | es_ES |
dc.description.sponsorship | Ministerio de Educación, Cultura y Deporte (Grant FPU 15/07264) | es_ES |
dc.description.sponsorship | Ministerio de Ciencia e Innovación from Spain (PID2019-110941RBI00) | es_ES |
dc.language.iso | eng | es_ES |
dc.publisher | Emerald Publishing Limited | es_ES |
dc.rights | Attribution-NonCommercial-NoDerivatives 4.0 Internacional | * |
dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/4.0/ | * |
dc.subject | Online reputation | es_ES |
dc.subject | CRM | es_ES |
dc.subject | Brand equity | es_ES |
dc.subject | Online tools | es_ES |
dc.subject | Moderating effect | es_ES |
dc.subject | Strategic online-reputation management | es_ES |
dc.title | Antecedents and consequences of strategic online-reputation management: moderating effect of online tools | es_ES |
dc.type | journal article | es_ES |
dc.rights.accessRights | open access | es_ES |
dc.identifier.doi | 10.1108/JHTT-05-2021-0144 | |
dc.type.hasVersion | AM | es_ES |