Content Marketing and Digital Engagement in Amazonian Sustainable Tourism
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Main Article Content
Edwin Arango Espinal
Carlos Fernando Osorio Andrade
Carlos Alberto Arango Pastrana
Abstract
Objective: to analyze how different elements of content marketing on Instagram influence eWOM (measured through likes and comments) for sustainable hotels in the Amazon. Theoretical approach: the study is grounded in media richness theory and uses and gratifications theory to examine the effectiveness of social media content marketing strategies. Method: a content analysis of 1,000 Instagram posts from ten sustainable Amazon hotels was conducted, followed by a negative binomial regression model. Results: videos generate more engagement than images, validating media richness theory. Strategies focused on biodiversity and relaxation facilities are effective in generating likes, while informative and sustainability-related content encourages more comments. Cultural content showed an unexpected negative impact on engagement. Conclusion: the study contributes to the literature by providing specific recommendations on content marketing optimization in the unique context of sustainable Amazon tourism, an underexplored area in digital marketing research. The findings validate media richness and uses and gratifications theories in this specific context.
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How to Cite
Arango Espinal, E., Osorio Andrade, C. F., & Arango Pastrana, C. A. (2024). Content Marketing and Digital Engagement in Amazonian Sustainable Tourism. Journal of Contemporary Administration, 28(6), e240178. https://doi.org/10.1590/1982-7849rac2024240178.en
Section
Theoretical-empirical Articles
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Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & marketing, 32(1), 15-27. https://doi.org/10.1002/mar.20761
Asnawati, A., Nadir, M., Wardhani, W., & Setini, M. (2022). The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision. International Journal of Data and Network Science, 6(1), 81-90. http://dx.doi.org/10.5267/j.ijdns.2021.10.001
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Bachi, L., & Carvalho-Ribeiro, S. (2023). Markets for Non-Timber Forest Products (NTFPs): The Role of Community-Based Tourism (CBT) in Enhancing Brazil’s Sociobiodiversity. Forests, 14(2), 298. https://doi.org/10.3390/f14020298
Banerjee, B., & Verma, M. (2024). Envisioning the future: Postpandemic content strategy for destination marketing organizations. Tourism: An International Interdisciplinary Journal, 72(2), 206-220. https://doi.org/10.37741/t.72.2.6
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Deville, A., Wearing, S., & McDonald, M. (2022). WWOOFing in Australia: ideas and lessons for a de-commodified sustainability tourism. In Peace Through Tourism (pp. 337- 359). Routledge.
Djafarova, E., & Thompson, M. (2020). Exploring the credibility of fitness instagram micro-celebrities on young British males. Athens Journal of Mass Media and Communications, 6(2), 131-146. https://doi.org/10.30958/ajmmc.6-2-4
Dominic, E., Mahamed, M., Abdullah, Z., Hashim, N., & Uwadiegwu, I. (2023). Crisis communication: Conceptualizing the efficacy of information source credibility on crisis message acceptability and reputation sustainability. Studies in Media and Communication, 11(7), 313. https://doi.org/10.11114/smc.v11i7.6361
Dovbush, O. (2022). Methodology and mechanisms of using video content in the internet advertising environment. Problems of Systemic Approach In The Economy. https://doi.org/10.32782/2520-2200/2022-2-24
Erawan, T., & Krairit, D. (2020). Responsible tourism consumption in Thailand: eWOM’s Role. Journal of Environmental Management and Tourism, 11, 471-485. https://doi.org/10.14505//jemt.v11.2(42).25
Ferrer-Rosell, B., Martin-Fuentes, E., & Marine-Roig, E. (2019). Do hotels talk on facebook about themselves or about their destinations?. In Information and Communication Technologies in Tourism 2019: Proceedings of the International Conference in Nicosia, Cyprus, January 30–February 1, 2019 (pp. 344-356). Springer International Publishing.
Ferrer-Rosell, B., Martin-Fuentes, E., & Marine-Roig, E. (2020). Diverse and emotional: Facebook content strategies by Spanish hotels. Information Technology & Tourism, 22(1), 53-74. https://doi.org/10.1007/s40558-019-00164-z
Gamage, T. C., Tajeddini, K., & Tajeddini, O. (2022). Why Chinese travelers use WeChat to make hotel choice decisions: A uses and gratifications theory perspective. Journal of Global Scholars of Marketing Science, 32(2), 285-312. https://doi.org/10.1080/21639159.2021.1961599
Gupta, S., & Mahajan, R. (2020). Role of microinfluencers in affecting behavioural intentions. https://doi.org/10.35940/ijrte.d1045.1284s519
Hair, J. F., Anderson, R. E., Babin, B. J., & Black, W. C. (2010). Multivariate data analysis: A global perspective (Vol. 7). Pearson Education.
Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion. Yale University Press.
Hussain, A., Ting, D., & Mazhar, M. (2022). Driving consumer value co-creation and purchase intention by social media advertising value. Frontiers in Psychology, 13. https://doi. org/10.3389/fpsyg.2022.800206
Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. The Public Opinion Quarterly, 37(4), 509-523. https://www.jstor.org/stable/2747854
Kilipiri, E., Papaioannou, E., & Kotzaivazoglou, I. (2023). Social media and influencer marketing for promoting sustainable tourism destinations: The Instagram Case. Sustainability, 15(8), 6374. https://doi.org/10.3390/su15086374
Krippendorff, K. (2018). Content analysis. An introduction to its methodology (4th ed). Sage Publishing.
Kwok, L., Mao, Z. (Eddie), & Huang, Y.-K. (2019). Consumers’ electronic word-of-mouth behavioral intentions on Facebook: Does message type have an effect? Tourism and Hospitality Research, 19(3), 296–307. https://doi-org/10.1177/1467358417742684
Lee, S., Kim, J., & Sung, Y. H. (2022). When infographics work better: The interplay between temporal frame and message format in e-health communication. Psychology & Health, 37(7), 917- 931. https://doi.org/10.1080/21639159.2021.1961599
Lemmi, E., & Deri, M. G. (2020). A new model for the ‘Tourism Renaissance: The case study of the Tuscan village of San Pellegrino in Alpe. Almatourism, 11(22), 19-43. https://doi.org/10.6092/issn.2036-5195/12345
Lengel, R. H., & Daft, R. L. (1984). Information richness: A new approach to managerial behavior and organization design. In B. M. Staw & L. L. Cummings (Eds.), Research in Organizational Behavior (Vol. 6, pp. 191–233). JAI Press.
Lu, Z. (2023). Study on the Adaptability of Brand Temperament and SpokespersonImage. CommunicationsinHumanitiesResearch. https://doi.org/10.54254/2753-7064/14/20230406
Menon, R. V., Sigurdsson, V., Larsen, N. M., Fagerstrøm, A., Sørensen, H., Marteinsdottir, H. G., & Foxall, G. R. (2019). How to grow brand post engagement on Facebook and Twitter for airlines? An empirical investigation of design and content factors. Journal of Air Transport Management, 79, 101678. https://doi.org/10.1016/j.jairtraman.2019.05.002
Mihailuk, E. L. (2018). Marketing instruments for environmental development agricultural tourism. Economic Innovations, 20(3), 145-154. http://doi.org/10.31520/ei.2018.20.3(68).145-154
Molina, A., Gomez, M., Lyon, A., Aranda, E., & Loibl, W. (2020). What content to post? Evaluating the effectiveness of Facebook communications in destinations. Journal of Destination Marketing & Management, 18, 100498. https://doi.org/10.1016/j.jdmm.2020.100498
Moore, M. (2012). Interactive media usage among millennial consumers. Journal of Consumer Marketing, 29, 436-444. https://doi.org/10.1108/07363761211259241
Nguyen, P. M. B., Pham, X. L., & Truong, G. N. T. (2023). The influence of source credibility and inspiration on tourists’ travel planning through travel vlogs. Journal of Travel Research, 64(1), 222-237. https://doi.org/10.1177/00472875231206538
Ohanian, R. (1991). The impact of celebrity spokespersons’ perceived image on consumers’ intention to purchase. Journal of Advertising Research, 31(1), 46-54. https://psycnet.apa.org/record/1991-26094-001
Oliveira, L., Russi, A., & Abreu, R. (2023). Museums, ethnographic collections and social identity: reflections on the curatorship shared with the sateré mawé in a university museum in the city of Manaus, Amazonas, Brazil. Arts & Humanities Open Access Journal. https://doi.org/10.15406/ahoaj.2023.05.00207
Pimonenko, T., Bilan, Y., Horák, J., Starchenko, L., & Gajda, W. (2020). Green brand of companies and greenwashing under sustainable development goals. Sustainability, 12, 1679. https://doi.org/10.3390/su12041679
Priya, D., & Annapoorni, M. (2022). Impact of use & gratification theory and user generated content on purchase intention. International Journal Of Health Sciences. https://doi.org/10.53730/ijhs.v6ns3.5278
Samori, Z., Nor, N., & Saleh, N. (2023). Where nature meets luxury: Islamic Tourism Product Indicators for Eco-Glamping (ITPIEG) sites towards sustainable ecotourism. International Journal of Advanced Research. https://doi.org/10.21474/ijar01/17043
Santiago, J. K., & Serralha, T. (2022). What more influences the followers? The effect of digital influencer attractiveness, homophily and credibility on followers’ purchase intention. Issues in Information Systems, 23(1). https://doi.org/10.48009/1_iis_2022_107
Schultz, C. D. (2017). Proposing to your fans: Which brand post characteristics drive consumer engagement activities on social media brand pages? Electronic Commerce Research and Applications, 26, 23–34. https://doi.org/10.1016/j.elerap.2017.09.005
Shahbaznezhad, H., Dolan, R., & Rashidirad, M. (2021). The role of social media content format and platform in Users’ engagement behavior. Journal of Interactive Marketing, 53, 47-65. https://doi.org/10.1016/j.intmar.2020.05.001
Shi, W. (2023). The impact of hyper-realistic virtual spokesperson characteristics on brand attitude. Advances in Economics and Management Research, 5(1), 113. https://doi.org/10.56028/aemr.5.1.113.2023
Silva, C., Silva, S., & Rodrigues, B. (2023). Social media in hotel crisis communication: a case study. International Conference on Tourism Research, 6(1). https://doi.org/10.34190/ictr.6.1.1197
Tafesse, W.(2015). ContentstrategiesandaudienceresponseonFacebook brand pages. Marketing Intelligence and Planning, 33(6), 927–943. https://doi.org/10.1108/MIP-07-2014-0135
Tanaltay, A., Ozturkcan, S., & Kasap, N. (2024). Decoding digital engagement: A comparative analysis of English and Turkish brand post popularity dynamics on platform X. Journal of Research in Interactive Marketing. https://doi.org/10.1108/JRIM-10-2023-0368
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