Influence of social media marketing in building relationship between brand loyalty of tourism products and products service quality

Abstract

Social media is an influential objective for most industries. Organizations in every sector are willing to implement this technique for achieving several business goals. Some of them are brand loyalty and service quality. The current study analyses these specific objectives in the tourism sector. The AIDA model has been considered in this scenario, where five hypotheses are generated. Instagram has been selected as the selected social media platform, as 45% of respondents preferred it. The study includes a primary research method surveying 51 respondents and evaluating the quantitative data using SPSS. The KMO and Bartlett’s Test indicated a reading of 0.932, which describes the reliability of the sample. The statistical value provides that there is a strongly positive relation (R-0.960; R2-0.922; 92.2%) between tourism brand and product quality in the sector. On the other hand, through Cronbach’s alpha, the results came as 0.997, which shows the high level of consistency between the variables. It has been further analysed that brand awareness, brand loyalty, and tourism product service are integral part of business objects that are related to social media marketing.

The Impact of Relationship Marketing on Customer Loyalty in the Tour and Travel Companies in Malaysia During Cov-19 Pandemic: Parallel Mediation of Social Media and Relationship Quality

“…Hypothesis H2 is supported by data and revealed a statistically significant relationship between relationship marketing and social media. This result can be supported by previous studies conducted by (Jiaqi et al, 2021;Kotler et al, 2010;Albeza et al, 2013), who identified that social media provides an opportunity for customers to furnish fruitful feedback to the travel and tourism firms, which the firm could use to improve its relationship with the customers.…”

“…Therefore, incorporating social media strategy into relationship marketing has become the next frontier for all businesses to improve communication and build a more robust and stable relationship with customers. The advent of social media has allowed customers to share their opinions and experiences with marketers and build mutually beneficial relationships (Jiaqi et al, 2021;Kotler et al, 2010). Furthermore, based on (Albeza et al, 2013;Constantinides & Fountain, 2008;Mangold & Faulds, 2009), online social media shapes an atmosphere where customers can develop stable and rapid relationships in which both marketers and consumers can enthuse each other's ideas, feelings and understanding of the products or services.…”

“…Kotler et al (2010) further explain that relationship marketing formed via contemporary social media platforms have significantly influenced the marketplace power grids, bringing about a substantial shift in market power to consumers. Subsequently, (Jiaqi et al, 2021;Kaplan & Haenlein, 2016;Hennig-Thurau et al, 2010) mention that the social media phenomenon has given marketers an upper hand to ensure that the relationship marketing strategy implemented yields more significant returns. In support of this, (Miller & Lammas, 2010) has found that online social media inspires businesses to maintain direct communication with customers without any intermediaries to build superior marketing relationships.…”

The Effect Promotion E- Commerce Toward Effectiveness Promotion By Using (AIDA) Methods

“…Interest : with increase the interest of consumer amount by strategically introducing benefit and advantage rather than focusing on self-appraise or do traditional marketing, interest indicator consist of easy for accessing, consumer perception, clearly messages c. Desire : include create a desire for the goal that customer what it, beside that consist of to accomplish through well-knit information, product excellence, consumer desire, consumer curiosity d. Action : an element that facilitate consumer to accomplish their task, and lead consumer to conversion tunnel, confidence for buying product, influence other consumer, brand Image product AIDA Model is an formula which to plan a comprehensive advertisement and implemented for Widya Cipta: Jurnal Sekretari dan Manajemen, Volume 6 No. 1 Maret 2022 P-ISSN 2550-0805 E-ISSN 2550-0791 media selection, space size, and publication in media, which AIDA Model such as attention, interest, desire, and action is an populer hierarchy model for marketing and as guidance in marketing activity (Budiawan, Satria, & Simanjuntak, 2017) In another literature the concept of AIDA Model, can be controlled for successful implementation marketing strategies, this case concerating and developing for awarness of proposed product and help business to device marketing (Jiaqi, Teo, Tingting, & Jiaxun, 2021) In other side Effectiveness of promotion use for building brand sustainabilitybeside that The Effectiveness Promotion can be asa a strategic tool for marketing (Ahmed et al, 2019)…”