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Pictures on the web: Normative photo sharing with friends and travellers

Syed-Ahmad, S.F., Klobas, J.E.ORCID: 0000-0003-2146-7059, Ahmad Fareed, I. and Murphy, J. (2009) Pictures on the web: Normative photo sharing with friends and travellers. In: ANZMAC 2009: Sustainable Management and Marketing, 30 November - 2 December 2009, Crown Promenade, Melbourne, Australia



A Google search in early October 2009 for ‘travel photo’ returned over 950 million web pages, indicating a prevalence of online travel pictures. This conceptual paper examines sharing travel pictures on the Web as a form of online destination recommendations. An extended Theory of Planned Behaviour, decomposing subjective norm into six sub-norms, helps explain how these sub-norms relate to an online behaviour, posting pictures on the Web. The paper closes with a series of propositions using these sub-norms as a future research agenda.

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