The nexus between social media marketing activities and brand loyalty in hotel facebook pages: A multi-group analysis of hotel ratings

Creative Commons License

IBRAHIM B.

Tourism, cilt.69, sa.2, ss.228-245, 2021 (ESCI) identifier

  • Yayın Türü: Makale / Derleme
  • Cilt numarası: 69 Sayı: 2
  • Basım Tarihi: 2021
  • Doi Numarası: 10.37741/t.69.2.5
  • Dergi Adı: Tourism
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), Scopus, IBZ Online, International Bibliography of Social Sciences, CAB Abstracts, Central & Eastern European Academic Source (CEEAS), Hospitality & Tourism Complete, Hospitality & Tourism Index
  • Sayfa Sayıları: ss.228-245
  • Anahtar Kelimeler: Brand loyalty, Brand trust, Hospitality industry, Hotel facebook pages, Northern Cyprus, Purchase intention, Social media marketing activities
  • İstanbul Ticaret Üniversitesi Adresli: Hayır

Özet

This study advances research on social media marketing activities (SMMA) and brand trust by empirically exploring their relationships with brand loyalty, and purchase intention, among a representative cross-section of five-star (5) hotels and four-star (4) hotels Facebook profiles in Kyrenia City (Northern Cyprus). The data gathered for this research adds to our understanding of today's social media marketing as a new-generation marketing tool. This study also tests for the mediating effect of brand trust and the moderating effect of hotel ratings (five-star/four-star) on the proposed relationships. Based on 407 customers that were surveyed, the results indicate that SMMA did have a positive effect on brand loyalty, purchase intention, and brand trust. Hotel ratings (five-star/four-star) moderate the link between SMMA and brand loyalty; however, the link between SMMA and purchase intention was moderated by hotel ratings (five-star/four-star). The results showed that hotel ratings (five-star/four-star) made no difference at the model level. Therefore, the multi-group moderating effect of hotel ratings on the measurement model was tested at the path level. Lastly, the mediation outcome of brand trust was partially supported. Thus, consequential recommendations have been put forward.