{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,10,31]],"date-time":"2025-10-31T22:05:11Z","timestamp":1761948311985,"version":"3.41.2"},"reference-count":53,"publisher":"Emerald","issue":"1","license":[{"start":{"date-parts":[[2018,1,8]],"date-time":"2018-01-08T00:00:00Z","timestamp":1515369600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["IJCHM"],"published-print":{"date-parts":[[2018,1,8]]},"abstract":"<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n<jats:p>The purpose of this study is to define a model of social technology diffusion, comprising constructs that explain guests\u2019 likelihood of recommending their hotel loyalty program to their peers.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n<jats:p>The diffusion effect is explained by commitment-trust, satisfaction with user-to-user interactivity, satisfaction with user identifiability and word of mouth. A total of 2,812 usable responses were obtained through an online questionnaire sent to guests with two or more transactions with the loyalty program.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>The results suggest that commitment and trust and word of mouth are crucial to enact social diffusion. As such, hotel loyalty programs need to be leveraged through enacting social diffusion.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title>\n<jats:p>Tourism and hospitality practitioners dealing with loyalty programs should create and post new trustworthy content that might be beneficial for the hotel loyalty program in their efforts to provide a more valuable experience for guests.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>The paper provides empirical evidence that the likelihood of sharing with other guests or the intention to belong to a hotel loyalty program community exists and then goes on to offer a range of possible responses based upon four relational mediators.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/ijchm-04-2016-0214","type":"journal-article","created":{"date-parts":[[2017,11,21]],"date-time":"2017-11-21T07:19:55Z","timestamp":1511248795000},"page":"475-494","source":"Crossref","is-referenced-by-count":4,"title":["Social diffusion and loyalty programs: a path to succeed"],"prefix":"10.1108","volume":"30","author":[{"given":"Pedro","family":"Pimp\u00e3o","sequence":"first","affiliation":[]},{"given":"Ant\u00f3nia","family":"Correia","sequence":"additional","affiliation":[]},{"given":"Jo\u00e3o","family":"Duque","sequence":"additional","affiliation":[]},{"given":"Jos\u00e9 Carlos","family":"Zorrinho","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"issue":"3","key":"key2021030813383595200_ref001","doi-asserted-by":"crossref","first-page":"411","DOI":"10.1037\/0033-2909.103.3.411","article-title":"Structural equation modeling in practice: a review and recommended two-step 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