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Impact of social media communication types on brand knowledge and behavioural intention

Hongyoul Choi, Timothy J. Lee, Eunkyung Park

Current Issues in Tourism | Jun 17, 2026

Abstract

This study examines how firm-created and user-generated social media communication differently shape brand knowledge and behavioural intention in the integrated resort industry. A survey distinguished between respondents exposed to firm-created social media communication (FCC) and user-generated social media communication (UGC) to enable empirical comparison, and the moderating role of message credibility was also tested. Structural model analysis showed that, in the FCC group, brand awareness and brand image did not significantly affect behavioural intention, while in the UGC group, social media communication had no direct effect on behavioural intention. Message credibility significantly moderated only the relationships between FCC and brand awareness and brand image. These results extend prior social media communication research by showing how source-specific exposure to FCC and UGC is associated with different patterns of brand knowledge and behavioural intention formation in the integrated resort context. They also provide managerial insights, indicating that credible communication strategies can enhance brand knowledge, thereby reinforcing tourists’ behavioural intention in integrated resorts.

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Authors

Researchers on this paper

Hongyoul Choi

first | Jeju National University

Timothy J. Lee

middle | Macau University of Science and Technology | ORCID 0000-0002-2435-073X

Eunkyung Park

last | Daegu University | ORCID 0000-0002-9027-4544

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Diverse Aspects of Tourism Research Latest Digital Marketing and Social Media research Latest Consumer Behavior in Brand Consumption and Identification research

Citation

BibTeX

@article{Choi2026Impact,
  title = {Impact of social media communication types on brand knowledge and behavioural intention},
  author = {Hongyoul Choi and Timothy J. Lee and Eunkyung Park},
  journal = {Current Issues in Tourism},
  year = {2026},
  doi = {10.1080/13683500.2026.2687846},
  url = {https://doi.org/10.1080/13683500.2026.2687846}
}

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