Social media branding is increasingly undertaken by small and individual accommodation businesses. Based on the heuristic-systematic model (HSM), this study investigates factors influencing the formation and development of pre-visit images for B&Bs. An experimental design is created for empirical evidence. Study 1 (n = 451) features four types of online reviews and aims to test the respective and interactive effects of information quality and source credibility. Results show that information quality plays a more crucial role, but source credibility can bias the influence of information quality in special cases. The findings also demonstrate the difference existing in varied genders and generations. Study 2 (n = 204) further explores the influence of the four dimensions of information quality. This article extends previous research by investigating three types of effects of HSM in the B&B context and provides practical implications for marketers.

社交媒体品牌越来越多地由小型和个人住宿企业承担。基于启发式系统模型 (HSM)，本研究调查影响 B&B 访问前图像形成和发展的因素。为经验证据创建实验设计。研究一（n  = 451）以四种类型的在线评论为特征，旨在检验信息质量和来源可信度的各自和交互作用。结果表明，信息质量起着更重要的作用，但在特殊情况下，来源可信度会偏向信息质量的影响。调查结果还证明了不同性别和不同世代之间存在差异。研究 2（n = 204) 进一步探讨了信息质量四个维度的影响。本文通过调查 HSM 在 B&B 环境中的三种影响来扩展以前的研究，并为营销人员提供实际意义。