Social media marketing influence on Boutique Hotel customers’ purchase intention in Malaysia

Detalhes bibliográficos
Autor(a) principal: Garg,Anshul
Data de Publicação: 2021
Outros Autores: Kumar,Jeetesh
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582021000300051
Resumo: Abstract As of January 2020, global social media users have exceeded 3.8 billion, accounting for 49% of the world’s total population. Internet and social media have become an indispensable part of people’s daily lives worldwide. However, most previous research only focuses on social media marketing in other businesses, and there is less research about the development of boutique hotel social media marketing. This study investigates the relationship between different social media marketing practices and customers’ purchase intention in Malaysia’s boutique hotels. The article also explores how to properly conduct social media marketing to increase the customer purchase intention of boutique hotels and promote the boutique hotels’ development in Malaysia. The non-probability random sampling technique 309 response was collected from Malaysian social media users using an online survey. Findings of the research found out that factors including marketing activities and eWOM significantly impact customer purchase intention of the boutique hotels in Malaysia through the mediating variable perceived usefulness and the mediating variable perceived trust. The study offers implications for the development of social media marketing in boutique hotels.
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spelling Social media marketing influence on Boutique Hotel customers’ purchase intention in MalaysiaBoutique Hotelsocial media marketingpurchase intentionmalaysiaelectronic word of mouthperceived trustAbstract As of January 2020, global social media users have exceeded 3.8 billion, accounting for 49% of the world’s total population. Internet and social media have become an indispensable part of people’s daily lives worldwide. However, most previous research only focuses on social media marketing in other businesses, and there is less research about the development of boutique hotel social media marketing. This study investigates the relationship between different social media marketing practices and customers’ purchase intention in Malaysia’s boutique hotels. The article also explores how to properly conduct social media marketing to increase the customer purchase intention of boutique hotels and promote the boutique hotels’ development in Malaysia. The non-probability random sampling technique 309 response was collected from Malaysian social media users using an online survey. Findings of the research found out that factors including marketing activities and eWOM significantly impact customer purchase intention of the boutique hotels in Malaysia through the mediating variable perceived usefulness and the mediating variable perceived trust. The study offers implications for the development of social media marketing in boutique hotels.Escola Superior de Gestão, Hotelaria e Turismo da Universidade do Algarve2021-09-01info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articletext/htmlhttp://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582021000300051Tourism & Management Studies v.17 n.3 2021reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttp://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582021000300051Garg,AnshulKumar,Jeeteshinfo:eu-repo/semantics/openAccess2024-02-06T17:29:17Zoai:scielo:S2182-84582021000300051Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T02:33:17.528676Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Social media marketing influence on Boutique Hotel customers’ purchase intention in Malaysia
title Social media marketing influence on Boutique Hotel customers’ purchase intention in Malaysia
spellingShingle Social media marketing influence on Boutique Hotel customers’ purchase intention in Malaysia
Garg,Anshul
Boutique Hotel
social media marketing
purchase intention
malaysia
electronic word of mouth
perceived trust
title_short Social media marketing influence on Boutique Hotel customers’ purchase intention in Malaysia
title_full Social media marketing influence on Boutique Hotel customers’ purchase intention in Malaysia
title_fullStr Social media marketing influence on Boutique Hotel customers’ purchase intention in Malaysia
title_full_unstemmed Social media marketing influence on Boutique Hotel customers’ purchase intention in Malaysia
title_sort Social media marketing influence on Boutique Hotel customers’ purchase intention in Malaysia
author Garg,Anshul
author_facet Garg,Anshul
Kumar,Jeetesh
author_role author
author2 Kumar,Jeetesh
author2_role author
dc.contributor.author.fl_str_mv Garg,Anshul
Kumar,Jeetesh
dc.subject.por.fl_str_mv Boutique Hotel
social media marketing
purchase intention
malaysia
electronic word of mouth
perceived trust
topic Boutique Hotel
social media marketing
purchase intention
malaysia
electronic word of mouth
perceived trust
description Abstract As of January 2020, global social media users have exceeded 3.8 billion, accounting for 49% of the world’s total population. Internet and social media have become an indispensable part of people’s daily lives worldwide. However, most previous research only focuses on social media marketing in other businesses, and there is less research about the development of boutique hotel social media marketing. This study investigates the relationship between different social media marketing practices and customers’ purchase intention in Malaysia’s boutique hotels. The article also explores how to properly conduct social media marketing to increase the customer purchase intention of boutique hotels and promote the boutique hotels’ development in Malaysia. The non-probability random sampling technique 309 response was collected from Malaysian social media users using an online survey. Findings of the research found out that factors including marketing activities and eWOM significantly impact customer purchase intention of the boutique hotels in Malaysia through the mediating variable perceived usefulness and the mediating variable perceived trust. The study offers implications for the development of social media marketing in boutique hotels.
publishDate 2021
dc.date.none.fl_str_mv 2021-09-01
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dc.type.driver.fl_str_mv info:eu-repo/semantics/article
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dc.identifier.uri.fl_str_mv http://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582021000300051
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dc.language.iso.fl_str_mv eng
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dc.relation.none.fl_str_mv http://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582021000300051
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dc.format.none.fl_str_mv text/html
dc.publisher.none.fl_str_mv Escola Superior de Gestão, Hotelaria e Turismo da Universidade do Algarve
publisher.none.fl_str_mv Escola Superior de Gestão, Hotelaria e Turismo da Universidade do Algarve
dc.source.none.fl_str_mv Tourism & Management Studies v.17 n.3 2021
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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