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Travel 2.0: The Role of Cognition and Affect in Consumer-to-Consumer (C2C) Travel Influence

In: Marketing in the Digital Age

Author

Listed:
  • Neha Yadav

    (Flame University)

  • Sanjeev Verma

    (Indian Insitute of Management (IIM))

Abstract

The persuasion route in business to consumer (B2C) communication is well researched, but the consumer to consumer (C2C) persuasion route in the web 2.0 era is under-researched. The present study bridges the research gap by examining the effect of C2C communication on cognition-Affect attitude to influence travel intention based on the Stimulus-Organism-Response (SOR) framework and heuristic systematic model (HSM). Awareness, image, and risk represent cognitive attitude, while preference represents an affective attitude. Serial mediation modeling with Andrew Hayes process instrumentalizes the hypothesis testing. The current study confirms the influence of C2C communication on cognition-affect attitude. Practitioners should strategize choice heuristics dimensions of online reviews to shape travel intentions. This study pioneered to test the serial mediation model in C2C communication.

Suggested Citation

  • Neha Yadav & Sanjeev Verma, 2026. "Travel 2.0: The Role of Cognition and Affect in Consumer-to-Consumer (C2C) Travel Influence," Springer Books, in: Varsha Jain & Githa S. Heggde & Russell Belk & George Spais (ed.), Marketing in the Digital Age, pages 49-66, Springer.
    • Handle: RePEc:spr:sprchp:978-981-95-6509-2_3
    DOI: 10.1007/978-981-95-6509-2_3
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