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Importance of Social Media Sharing Scale

ISMSThe importance that potential tourists attach to consumer-generated content shared via social media platforms, distinguishing between content shared on organisational platforms (participant sharing) and content shared on personal social media accounts (non-participant sharing).

8 items 2020 α IPS: alpha = .88; INPS: alpha = .89 (Phase 3, n = 554); replicated in Glasgow (Phase 4, n = 629) with CR > .87 for both dimensions Free Dedeoglu, B. B., Taheri, B., Okumus, F., & Gannon, M.

What it measures

The ISMS scale measures the importance potential tourists attach to two types of consumer-generated content (CGC) encountered on social media. Participant sharing (IPS) captures content shared on platforms with direct or indirect organisational involvement, such as destination websites, TripAdvisor, and booking platforms, where CGC serves a primarily utilitarian function. Non-participant sharing (INPS) captures content shared on individuals' own social media profiles, motivated by hedonic goals such as self-expression, social recognition, and relationship maintenance. The scale was developed using a four-phase process including ethnographic observation, expert review, EFA, CFA, and cross-cultural replication across Turkey and Scotland.

Citation

Dedeoglu, B. B., Taheri, B., Okumus, F., & Gannon, M. (2020). Understanding the importance that consumers attach to social media sharing (ISMS): Scale development and validation. Tourism Management, 76, 103954.

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