Can The Consistent Publication And Sharing Of #blog Or #website Content On Social Media And Other Digital Platforms Enhance A Site’s Authority And Draw The Attention Of Brands For Potential Content #sponsorship Opportunities?

Businesses are using social media more and more to communicate with and market to customers. While sponsored ads seem less intrusive than freestanding ones when they are integrated into the social media feeds of specific people, they are nevertheless paid for, in contrast to organic postings. This study uses the Uses and Gratifications theory to identify salient incentives for users' intents to share sponsored adverts, presented in the context of tourism, given that friends' postings garner the majority of attention. Analysis of survey data (n = 487) showed that the propensity to share sponsored advertising connected to tourism on Facebook was significantly positively influenced by charity, amusement, socializing, and information seeking. Notably, it was discovered that self-expression had no discernible impact and that knowledge sharing had a negative one. Furthermore, there was no discernible difference in the incentives between males and females.