You post and I will visit: The contrasting role of perceived risk in measuring the impact of homophily and source credibility in adoption of user generated content in context of hospitality services
Abstract
The study examines the direct impact of homophily and source credibility on adoption intention of User Generated Content about hospitality services. Besides that, the moderating role of perceived risk is also examined. The proposed model in this study was validated empirically using the responses to a questionnaire from 393 respondents who are active users of hospitality services. The results of the study revealed that homophily has positive impact on Adoption Intention while source credibility doesn’t have positive impact on Adoption Intention in contrast to past literature. The moderating role of Perceived Risk too has been rejected.
Fields of Study & Subjects
Digital Marketing and Social Media
Customer Service Quality and Loyalty
Technology Adoption and User Behaviour
Publication details
- Journal / source
- International Journal of Research in Management
- Volume
- 8
- Issue
- 1
- Pages
- 01–05
- Publication date
- 1 January 2026