AI Summary

A study of 210 Generation Z users in Greater Jakarta, Indonesia, found that social media communication on online travel platforms can improve customer well‑being when it encourages participation and positive emotional experiences. The research, published in the International Journal of Electronic Marketing and Retailing, examined messages from travel service providers and user‑generated content such as reviews and comments. Both types of communication were positively linked to value co‑creation, a process where businesses and customers jointly shape the value of a service. The findings suggest that engaging, positive interactions on travel sites may enhance users’ sense of well‑being.

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