Social media marketing influence on Boutique Hotel customers’ purchase intention in Malaysia
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://tmstudies.net/index.php/ectms/article/view/1502 |
Resumo: | 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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Social media marketing influence on Boutique Hotel customers’ purchase intention in MalaysiaBoutique HotelSocial Media MarketingPurchase IntentionMalaysiaElectronic Word of MouthPerceived TrustAs 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.University of Algarve2021-07-31info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://tmstudies.net/index.php/ectms/article/view/1502Revista Encontros Científicos - Tourism & Management Studies; v. 17 n. 3 (2021); 51-62Tourism & Management Studies; Vol. 17 N.º 3 (2021); 51-62Tourism & Management Studies; Vol. 17 No. 3 (2021); 51-62Revista Encontros Científicos - Tourism & Management Studies; Vol. 17 Núm. 3 (2021); 51-622182-8466reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttps://tmstudies.net/index.php/ectms/article/view/1502https://tmstudies.net/index.php/ectms/article/view/1502/pdf_376Copyright (c) 2021 Tourism & Management Studiesinfo:eu-repo/semantics/openAccessGarg, AnshulKumar, Jeetesh2024-01-17T15:29:50Zoai:ojs.pkp.sfu.ca:article/1502Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T00:56:33.480293Repositório 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 |
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 |
2021-07-31 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://tmstudies.net/index.php/ectms/article/view/1502 |
url |
https://tmstudies.net/index.php/ectms/article/view/1502 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://tmstudies.net/index.php/ectms/article/view/1502 https://tmstudies.net/index.php/ectms/article/view/1502/pdf_376 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2021 Tourism & Management Studies info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2021 Tourism & Management Studies |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
University of Algarve |
publisher.none.fl_str_mv |
University of Algarve |
dc.source.none.fl_str_mv |
Revista Encontros Científicos - Tourism & Management Studies; v. 17 n. 3 (2021); 51-62 Tourism & Management Studies; Vol. 17 N.º 3 (2021); 51-62 Tourism & Management Studies; Vol. 17 No. 3 (2021); 51-62 Revista Encontros Científicos - Tourism & Management Studies; Vol. 17 Núm. 3 (2021); 51-62 2182-8466 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 |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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 |
repository.mail.fl_str_mv |
|
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1799136449827700736 |