Hit the road, app!

Social media communication on online travel platforms may contribute to customer well-being when it encourages participation and positive emotional experiences, according to a study of 210 Generation Z* users reported in the International Journal of Electronic Marketing and Retailing.

The research, undertaken in Greater Jakarta, Indonesia, found that communication from travel service providers and content generated by users, including reviews and comments, were both positively associated with value co-creation. Co-creation is a process through which businesses and customers effectively shape the value of a service together.

This kind of participation was associated with more positive emotional experiences. These in turn were linked to greater customer well-being. The researchers also found that emotional experience played a significant intermediary role, suggesting that interaction becomes beneficial when it helps create an emotionally meaningful experience.

The work has implications for online travel retailers, which increasingly operate as social environments as well as transaction platforms. Customers encounter official promotions alongside peer reviews, recommendations and shared travel experiences, all of which can influence their decisions and feelings before a trip begins. The researchers suggest that platforms should put greater emphasis on making communication useful, understandable and conducive to positive engagement rather than simply counting clicks.

Nisa, P.C., Praja, A.K.A., Amalia, L. and Ruswanti, E. (2026) ‘Social media communication and customer well-being in online travel retailing platforms’, Int. J. Electronic Marketing and Retailing, Vol. 18, No. 8, pp.1–20.

*Generation Z, Gen Z, refers to people born from the mid-to-late 1990s to the early 2010s. They follow the Millennials and precede Generation Alpha, and are commonly the children of Generation X. Often called digital natives, they grew up during the widespread development of the internet, smartphones and other portable digital technologies.

News media may use this press release as source material, in whole or in part, provided the content is not materially misrepresented. A link back to the original article is appreciated.