Pragmatically, the findings of this study urge policymakers of tourism companies, managers and destination marketers to take into account the special role of the firm's social media in

enhancing destination brand awareness, which in turn promotes destination brand image. Therefore, providing empirical evidence on what leads to the promotion of destination brand awareness

and different types of image formation of the destination due to information content quality provided by the firm on social media, provides managerial insights for corporate marketers and

tourism destinations.