Marketing

2019-20 coronavirus outbreak

Neuroscience

Moderation

Statistics

Social psychology

Virology

Tourism

Severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2)

Structural equation modeling

Outbreak

Business

Coronavirus disease 2019 (COVID-19)

Psychology

Mathematics

Social media

Political science

Moderated mediation

Infectious disease (medical specialty)

Internal medicine

Co-creation

Medicine

Pandemic

Perception

Customer engagement

Disease

Risk perception

Pathology

Journal of Destination Marketing & Management

Applying protection motivation theory, the purpose of this study is to investigate the effects of social media on customer brand engagement (CBE) and their consequent impact on co-creation and revisit intention in pandemic environment. This study also examines the moderation impact of fear of COVID-19 and perceived risk on associations between social media, CBE, and co-creation/revisit intention, thus further contributing to existing literature. Partial least squares structural equation modeling (PLS-SEM) was adopted to examine the data collected from key tourism-destinations in Jammu/Kashmir. The findings propose that social media positively and significantly effects the CBE, which subsequently affects co-creation and revisit intention in COVID-19 times. Second, findings found that CBE's positive impact on co-creation and revisit intention. Third, findings indicated the social media's indirect effect on co-creation and revisit intention, as mediated via CBE. Thus, social media's effect on co-creation and revisit intention are more prominent under elevated CBE in pandemics. Finally, fear of COVID-19 and perceived risk negatively moderates the linkage between social media, CBE, and co-creation/revisit intention. This study concludes with key implications arising from the analyses and further research opportunities.

Demystifying the effects of perceived risk and fear on customer engagement, co-creation and revisit intention during COVID-19: A protection motivation theory approach