Using the Elaboration Likelihood Model to Identify the Optimum Facebook Video Marketing Strategy for Travel Agencies

This paper examines the impact of travel agencies’ video marketing campaigns on their marketing efficiency and effectiveness on Facebook (FB), with a focus on analyzing the characteristics of these campaigns. The study evaluated 135 FB video marketing campaigns (FVMCs) from three distinct types of travel agencies, utilizing Data Envelopment Analysis (DEA) to assess two inputs and three outputs, based on prior research and expert insights. The 135 FVMCs were classified into four categories by five experts: promotional campaigns, attraction recommendations, hotel content, and special events. Central and peripheral messages were identified using the Elaboration Likelihood Model (ELM), which facilitated the development of a four-quadrant framework to establish the benchmark for FVMCs. The findings suggest that FVMCs in the promotional campaign category, which incorporate comprehensive descriptions and appropriate video elements, tend to exhibit higher levels of efficiency and effectiveness, primarily due to the clarity of their central messages. Moreover, the study highlights a significant difference between the central and peripheral routes in terms of overall communication outcomes and efficiency.