The Role of Digital Content Characteristics in Driving Consumer Engagement and Travel Decision: A Study on Malaysian Consumers

Abstract

This study investigates the impact of social media content characteristics on travel decision-making among Malaysian consumers. Specifically, it aims to determine which content characteristics significantly drive consumer engagement, involvement, and travel desire. By addressing key research gaps in digital content marketing, the study seeks to understand how various types of social media content influence consumer behavior and travel choices. Utilizing quantitative methods, data will be collected from social media users who have engaged with travel content on platforms such as Facebook, Instagram, and TikTok. The research employs the S-O-R framework to examine the relationship between content characteristics and consumer responses, focusing on cognitive, affective, and behavioral engagement, as well as the desire to travel and actual travel decisions. Purposive sampling will be used to target participants who have been influenced by travel content marketing. The study's findings are expected to provide actionable insights for optimizing digital content to enhance consumer engagement and foster travel intentions, ultimately informing more effective digital marketing strategies in the tourism industry.