Social media marketing influence on Boutique Hotel customers’ purchase intention in Malaysia
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...
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| Format: | Article |
| Language: | English |
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University of the Algarve - ESGHT - CIEO
2021-07-01
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| Series: | Tourism & Management Studies |
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| Online Access: | https://www.tmstudies.net/index.php/ectms/article/view/1502 |
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| author | Anshul Garg Jeetesh Kumar |
| author_facet | Anshul Garg Jeetesh Kumar |
| author_sort | Anshul Garg |
| collection | DOAJ |
| 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. |
| format | Article |
| id | doaj-art-2add76747ff145bf8e6e48597d1a56dc |
| institution | Kabale University |
| issn | 2182-8466 |
| language | English |
| publishDate | 2021-07-01 |
| publisher | University of the Algarve - ESGHT - CIEO |
| record_format | Article |
| series | Tourism & Management Studies |
| spelling | doaj-art-2add76747ff145bf8e6e48597d1a56dc2025-01-08T11:13:33ZengUniversity of the Algarve - ESGHT - CIEOTourism & Management Studies2182-84662021-07-011735162Social media marketing influence on Boutique Hotel customers’ purchase intention in Malaysia Anshul Garg 0Jeetesh Kumar 1Taylor's University, Malaysia Taylor's University, Malaysia 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.https://www.tmstudies.net/index.php/ectms/article/view/1502boutique hotelsocial media marketingpurchase intentionmalaysiaelectronic word of mouthperceived trust |
| spellingShingle | Anshul Garg Jeetesh Kumar Social media marketing influence on Boutique Hotel customers’ purchase intention in Malaysia Tourism & Management Studies boutique hotel social media marketing purchase intention malaysia electronic word of mouth perceived trust |
| title | 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_short | 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 |
| topic | boutique hotel social media marketing purchase intention malaysia electronic word of mouth perceived trust |
| url | https://www.tmstudies.net/index.php/ectms/article/view/1502 |
| work_keys_str_mv | AT anshulgarg socialmediamarketinginfluenceonboutiquehotelcustomerspurchaseintentioninmalaysia AT jeeteshkumar socialmediamarketinginfluenceonboutiquehotelcustomerspurchaseintentioninmalaysia |