Communicating digital responsibility: how trust signals shape consumer responses in tourism platforms
Yazarlar (8)
Dunja Demirović Bajrami
Institute For The Serbian Language of Sasa, Sırbistan
Institute For The Serbian Language of Sasa, Sırbistan
Marko D. Petrovic,
Institute For The Serbian Language of Sasa, Sırbistan
Institute For The Serbian Language of Sasa, Sırbistan
Jelica Milenković
University of Kragujevac, Sırbistan
University of Kragujevac, Sırbistan
Doç. Dr. Evren ATIŞ Kastamonu Üniversitesi, Türkiye
Milan Radovanovic
Institute For The Serbian Language of Sasa, Sırbistan
Institute For The Serbian Language of Sasa, Sırbistan
Adrıana Radosavac
University Business Academy İn Novi Sad, Sırbistan
University Business Academy İn Novi Sad, Sırbistan
Prof. Dr. Emin Atasoy Bursa Uludağ Üniversitesi, Türkiye
Öğr. Gör. Mehmet Doğan Bursa Uludağ Üni̇Versi̇Tesi̇, Türkiye
| Makale Türü |
Özgün Makale
(ESCI dergilerinde yayınlanan tam makale)
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| Dergi Adı | Frontiers in Communication | ||
| Dergi ISSN | 2297-900X Dergi Bilgileri (2026) | ||
| Dergi Tarandığı Indeksler | ESCI | ||
| Makale Dili | İngilizce | Basım Tarihi | 06-2026 |
| Kabul Tarihi | – | Yayınlanma Tarihi | 09-06-2026 |
| Cilt / Sayı / Sayfa | 11 / 1 / 1–19 | DOI | 10.3389/fcomm.2026.1837842 |
| Makale Linki | https://doi.org/10.3389/fcomm.2026.1837842 | ||
| UAK Araştırma Alanları |
Sürdürülebilir Turizm
Turizm Pazarlaması
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| Özet |
| Objective In digital tourism environments, organizations must communicate trustworthiness under conditions of data vulnerability and limited face-to-face interaction. This study conceptualizes Digital Corporate Social Responsibility (DCSR) as a communication-based trust signal and examines how it shapes digital trust, corporate reputation, and consumer responses, while accounting for the moderating role of perceived data breach risk. Methods Data were collected through an online survey of 437 domestic and international tourists who interacted with digital platforms of tourism companies in Serbia. Structural equation modeling (PLS-SEM) was employed to examine the relationships among DCSR, digital trust, corporate reputation, and consumer behavioral responses (loyalty, advocacy, and willingness to share personal data). Moderation analysis was conducted to assess the role of perceived data breach risk ... |
| Anahtar Kelimeler |
| data breach risk | digital communication | digital corporate responsibility | digital trust | signaling theory | tourism platforms |
BM Sürdürülebilir Kalkınma Amaçları
| Atıf Sayıları | |
| Web of Science | 1 |
| Scopus | 1 |
| Google Scholar | 1 |