Customer Engagement in Social Media and Purchase Intentions in the Hotel Industry

Yoong, Liew Chee; Lian, Song

doi:10.6007/ijarbss/v9-i1/5363

Cited by 48 publications

(50 citation statements)

References 25 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…This information acts largely as feedback to the organisation, however it has more impact on other consumers on the social platform. Relating to this discussion, Yoong and Lian (2019) posit that user generated content is more appealing to consumers than firm generated communication. Thus, through a dual way of communication, consumers are motivated to buy through motivations generated by other consumers on social networks.…”

Section: Social Media and Consumer Purchase Intentionmentioning

confidence: 98%

“…Consumer purchase intention refers to individual's willingness to purchase a certain product or service (Yoong and Lian, 2019). Purchase intention is an effective tool in predicting buying process.…”

Section: Consumer Purchase Intentionmentioning

confidence: 99%

“…Consumers' purchase intention is also driven by the group influence on social networks (Yoong and Lian, 2019). This follows that social media platforms enable peer and group shopping which is synonymous with a group of friends going out shopping in offline environments.…”

Section: Social Media and Consumer Purchase Intentionmentioning

confidence: 99%

See 2 more Smart Citations

The Effect of Social Media on Consumer Purchase Behaviour in the Mobile Telephony Industry in Zimbabwe

Makudza¹,

Mugarisanwa

Siziba³

2020

DUTCH J FINANCE MANA

View full text Add to dashboard Cite

This paper examines the causal relationship between social media and consumer purchasing behaviour in the mobile telephony industry in Zimbabwe. The study was driven by a strong desire to convert social media usage into desirable purchase behaviour. Social media was examined using four variables namely, firm generated communication, user created communication, word of mouth and social media platform. The study results indicate that social media is a significant driver of consumer purchase intention. Consumer purchase behaviour is mainly driven by social media word of mouth, whilst firm generated content was found to be inversely related to purchase intention. User generated social media communication resulted in a moderately weak association with purchase behaviour, whilst an insignificant association was obtained between social media platform and consumer purchase intention. The results imply that social media is an effective tool but needs to be adapted so as to minimize generating content which distorts desirable consumer behaviour. The researchers therefore recommend a cautious social media campaign which generates more desirable viral content.

show abstract

Section: Social Media and Consumer Purchase Intentionmentioning

confidence: 98%

Section: Consumer Purchase Intentionmentioning

confidence: 99%

See 1 more Smart Citation

The Effect of Social Media on Consumer Purchase Behaviour in the Mobile Telephony Industry in Zimbabwe

Makudza¹,

Mugarisanwa

Siziba³

2020

DUTCH J FINANCE MANA

View full text Add to dashboard Cite

show abstract

“…Analyzing their results, we can conclude that attracting customers in social networks plays an important role in the intention to buy hotel services. Some authors believe that attracting customers through social networks is a decisive factor [9,10], therefore, hotel managers should improve the methods of working in social networks, improve reputation, improve the quality of information, promote their brand, etc.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Analyzing the research of authors studying the impact of social networks on attracting hotel business users in different countries, for example, in Serbia [11], Malaysia [9], China [10] and others, we can conclude about regional differences in the features of using this tool to work with customers, differences in some post characteristics, the role and influence of social networks on attracting hotel customers. It can be argued that the issue of effective customer engagement through social networks remains relevant, and even more urgent is the question of qualitative changes in customer relationships as a result of the use of social networks to make decisions about the choice of hotel service.…”

Section: Literature Reviewmentioning

confidence: 99%

About Some Aspects of Influence of Social Networks on Efficiency of Functioning of Hotel Service of Russia

Остапенко¹,

Бакуменко²,

Usenko³

2019

Proceedings of the First International Volga Region Conference on Economics, Humanities and Sports (FICEHS 2019)

View full text Add to dashboard Cite

The authors ' research is devoted to the influence of social networks on the efficiency of hotel business development in Russia on the example of the largest resort city of the country -Sochi, their impact on customer relations is noted. On the example of popular hotels in Sochi calculated key indicators of the activity of some social networks. It is shown that the considered hotels are client-oriented and they carry out appropriate work to ensure a high level of service; as a result of the analysis, insufficient use of tools of social networks is noted. The study revealed that the efficiency of interaction between hotel operators and customers in social networks to achieve the desired results of consumer behavior when choosing a hotel service remains at a low level.

show abstract

Is this really me? Investigating brand personality self‐congruity on consumer behavior in video‐based social media

Bargoni,

Giachino,

Gutuleac

et al. 2024

Psychology and Marketing

View full text Add to dashboard Cite

This research aims to explore the role of brand personality self‐congruity (BPC) in affecting consumers' purchase behavior in a particular setting: video‐based social media (i.e., TikTok). Moreover, we test the moderating role of consumers' emotional attachment to the influencer and the mediating role of brand engagement in affecting purchase intention. Finally, we delve into the antecedents of influencer effectiveness and their relationship with consumers' actual purchases. To do so, we leverage two quantitative studies (n1 = 248; n3 = 247) and a qualitative one. Results from Study 1 indicate that the lower consumers perceive the gap between the brand personality and self‐image, the more they are inclined to engage with and purchase a brand. Moreover, we find that the emotional attachment to the influencer does not play a role in influencing purchase intention, positing that emotional attachment and BPC have different emotion dynamics with different purchase outcomes. Building on Study 1, Study 2 leverages a focus group to identify the antecedents of influencer effectiveness. Results highlight that a sense of indulgence appears in the minds of consumers when confronted with brands that have a lower congruity with their self. This sense of indulgence, in the case of low BPC, hinders the ability of the influencer to create an engagement between the brand and the consumer. Finally, Study 3 quantitatively tests the antecedents of influencer effectiveness under two conditions (entertaining vs. informative content type) highlighting the different influence of the antecedents on individuals with high (vs. low) BPC.

show abstract

Customer Engagement in Social Media and Purchase Intentions in the Hotel Industry

Cited by 48 publications

References 25 publications

The Effect of Social Media on Consumer Purchase Behaviour in the Mobile Telephony Industry in Zimbabwe

The Effect of Social Media on Consumer Purchase Behaviour in the Mobile Telephony Industry in Zimbabwe

About Some Aspects of Influence of Social Networks on Efficiency of Functioning of Hotel Service of Russia

Is this really me? Investigating brand personality self‐congruity on consumer behavior in video‐based social media

Contact Info

Product

Resources

About