Impact of social media communication types on brand knowledge and behavioural intention

This study examines how firm-created and user-generated social media communication differently shape brand knowledge and behavioural intention in the integrated resort industry. A survey distinguished between respondents exposed to firm-created social media communication (FCC) and user-generated social media communication (UGC) to enable empirical comparison, and the moderating role of message credibility was also tested. Structural model analysis showed that, in the FCC group, brand awareness and brand image did not significantly affect behavioural intention, while in the UGC group, social media communication had no direct effect on behavioural intention. Message credibility significantly moderated only the relationships between FCC and brand awareness and brand image. These results extend prior social media communication research by showing how source-specific exposure to FCC and UGC is associated with different patterns of brand knowledge and behavioural intention formation in the integrated resort context. They also provide managerial insights, indicating that credible communication strategies can enhance brand knowledge, thereby reinforcing tourists’ behavioural intention in integrated resorts.