000			02631cam a2200325 4500500
005			20250112060335.0
041			_afre
042			_adc
100	1	0	_aHathout, Chaimae _eauthor
700	1	0	_a Hamadi, Chakib _eauthor
700	1	0	_a Hathout, Sara _eauthor
245	0	0	_aThe social-communication strategies of tourism companies using yield management: What is the impact of “network-advertising” messages on Moroccan internet users’ intention to use? Application of the technology acceptance model
260			_c2023.
500			_a58
520			_aGiven the broad democratization of advertising on social networks in recent years, we propose a model for the relationship between the social-network-based communication strategies of a company practicing yield management and the behavioral intention of Moroccan internet users toward this form of social advertising. To this end, as we studied the literature, we developed an initial research model. We then sought to analyze and contextualize the different elements of our model through a qualitative study. The modified version was then subjected to a quantitative investigation to confirm or refute our hypotheses and to establish our final conceptual model. This produced a representation with two exogenous elements: “quality of publications” and “quality of response to internet users,” respectively moderated by “use of interactive customer decision aids (ICDAs)” and “response time,” and which act as antecedents to the intention of use produced by the “network-advertising” message. We believe that we have been able to provide some answers that could assist managers to produce and disseminate effective content on social networks. The idea is to propose tools likely to help them to manage the effectiveness of their communication network as well as the components of behavioral intention to use generated by “network-advertising” messages among users of social media.
690			_asocial communication
690			_ayield management
690			_aelectronic advertising
690			_ainteractive consumer decision aids (ICDAs)
690			_asocial networks
690			_anetwork-advertising
690			_asocial communication
690			_ayield management
690			_aelectronic advertising
690			_ainteractive consumer decision aids (ICDAs)
690			_asocial networks
690			_anetwork-advertising
786	0		_nRevue Management & Innovation | o 7 | 1 | 2023-04-27 | p. 8-30 | 2658-9222
856	4	1	_uhttps://shs.cairn.info/journal-revue-management-et-innovation-2023-1-page-8?lang=en
999			_c222239 _d222239