2013年社交媒体外文翻译--社交媒体对消费者决策过程的影响--对旅游营销的启示

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1、1800 英文单词， 9900 英文字符 ， 中文 3200 字 文献出处： Simon Hudson, Karen Thal. The Impact of Social Media on the Consumer Decision Process: Implications for Tourism MarketingJ. Journal of Travel & Tourism Marketing, 2013, 30(1-2):156-160. THE IMPACT OF SOCIAL MEDIA ON THE CONSUMER DECISION PROCESS: IMPLICATIONS F

2、OR TOURISM MARKETING Simon Hudson Karen Thal ABSTRACT Social media have fundamentally changed the consumer decision process, and in the last decade a more sophisticated view of how consumers engage with brands has emerged. This research note describes this new consumer decision journey with examples

3、 from all sectors of the travel industry, and describes how savvy tourism marketers are benefiting from social media engagement. Practical and theoretical implications are discussed along with suggestions for further research in this rapidly changing digital environment. KEYWORDS： Social media, cons

4、umer decision journey, travel sector INTRODUCTION Communication platforms provided through social media have challenged basic assumptions regarding the purchasing process. The consumer decision journey is reevaluated here to highlight the extent and implications of these changes for travel and touri

5、sm marketing. In the past, mar- keters assumed that consumers started with a large number of potential brands in mind and methodically narrowed their choices until they had decided which one to buy. After purchase, relationships with the brand typically focused on the use of the product or service.

6、With the advent of social media, however, a more sophisticated view of how consumers engage with brands has emerged. LITERATURE REVIEW Court, Elzinga, Mulder, and Vetvik (2009) have developed a model (see Figure 1) based on a study of the purchase decisions of nearly 20,000 consumers across five industries and three continents. Their research revealed that rather than systematically narrowing their choices until they had decided what to buy, consumers add and subtract brands from a group unde