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

Authors

  • Anshul Garg Taylor's University, Malaysia
  • Jeetesh Kumar Taylor's University, Malaysia

Keywords:

Boutique Hotel, Social Media Marketing, Purchase Intention, Malaysia, Electronic Word of Mouth, Perceived Trust

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.

Author Biographies

  • Anshul Garg, Taylor's University, Malaysia

    School of Hospitality, Tourism & Events

    Taylor’s University

  • Jeetesh Kumar, Taylor's University, Malaysia

    School of Hospitality, Tourism & Events

    Centre for Research and Innovation in Tourism (CRiT)

    Taylor’s University

References

Abbas, J., Aman, J., Nurunnabi, M., & Bano, S. (2019). The Impact of Social Media on Learning Behavior for Sustainable Education: Evidence of Students from Selected Universities in Pakistan. Sustainability, 11(6), 1683. doi:10.3390/su11061683

Aggett, M. (2007). What has influenced growth in the UK's boutique hotel sector? International Journal of Contemporary Hospitality Management, 19(2), 169-177.

Ahmad, N. F., Hemdi, M. A., & Othman, D. N. (2017). Boutique hotel attributes and guest behavioral intentions. Journal of Tourism, Hospitality & Culinary Arts, 9(2), 257-266.

Alhabash, S., & Ma, M. (2017). A Tale of Four Platforms: Motivations and Uses of Facebook, Twitter, Instagram, and Snapchat Among College Students? Social media + Society, 1-13. doi:10.1177/2056305117691544

Amick, D. J., & Walberg, H. J. (1975). Introductory Multivariate Analysis. California: McCutchan Publishing Corporation.

Arora, A., Bansal, S., Kandpal, C., Aswani, R., & Dwivedi, Y. (2019). Measuring social media influencer index-insights from Facebook, Twitter and Instagram. Journal of Retailing and Consumer Services, 49, 86-101. doi:10.1016/j.jretconser.2019.03.012

As, A., Ahmad, A., & Jamal, S. (2018). As, A., Ahmad, A., & Jamal, S. (2018). Factors of Guest Experiential Value of Boutique Hotels in the City of Kuala Lumpur. Journal of Tourism and Hospitality, 7(2), 1-3. doi:10.4172/2167-0269.1000342

Baccarella, C. V., Wagner, T. F., Kietzmann, J. H., & McCarthy, I. P. (2018). Social media? It's serious! Understanding the dark side of social media. European Management Journal, 36(4), 431-438. European Management Journal, 36(4), 431-438. doi:10.1016/j.emj.2018.07.002

Berezan, O., Krishen, A. S., Agarwal, S., & Kachroo, P. (2018). The pursuit of virtual happiness: Exploring the social media experience across generations. Journal of Business Research, 89, 455-461. doi:10.1016/j.jbusres.2017.11.038

Bernama. (2017, September 26). Tourism sector to maintain position as 3rd largest contributor to economy. Retrieved from www.nst.com.my: https://www.nst.com.my/news/nation/2017/09/284233/tourism-sector-maintain-position-3rd-largest-contributor-economy

Carrillat, A. F., d’Astous, A., & Grégoire, M. E. (2014). Leveraging social media to enhance recruitment effectiveness A Facebook experiment. Internet Research, 24(4), 474-495. doi:10.1108/IntR-07-2013-0142

Chatterjee, P. (2008). Are unclicked ads wasted: enduring effects of banner and pop-up ad exposures on brand memory and attitudes. Journal of Electronic Commerce Research, 9, 51-61.

Chen, H. (2012). Hui Chen, The Influence of Perceived Value and Trust on Online Buying Intention. Journal of Computers, 7(7), 1655-1662.

Chen, M.-Y., & Teng, C.-I. (2013). A comprehensive model of the effects of online store image on purchase intention in an e-commerce environment. Electronic Commerce Research, 13, 1-23. doi:10.1007/s10660-013-9104-5

Choi, E.-K., Fowler, D., Goh, B., & Yuan, J. (2016). Deborah Fowler, Ben Goh & Jingxue (Jessica) Yuan Social Media Marketing: Applying the Uses and Gratifications Theory in the Hotel Industry. Journal of Hospitality Marketing & Management, 25(7), 771-796. doi:10.1080/19368623

Chu, S.-C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47-75. doi:10.2501/IJA-30-1-047-075

Chung, S., & Cho, H. (2017). Fostering Parasocial Relationships with Celebrities on Social Media: Implications for Celebrity Endorsement. Psychology & Marketing, 34(4), 481-495. doi:10.1002/mar.21001

Churchill, A. G. (1979). Marketing Research: Methodological Foundations. New York, NY: Dryden Press.

Churchill, A. G. (1995). Marketing Research: Methodological Foundations (6th ed.). New York: Dryden Press.

Daugherty, T., Eastin, M. S., & Bright, L. (2008). Exploring Consumer Motivations for Creating User-Generated Content. Journal of Interactive Advertising, 8(2), 16-25. doi:10.1080/15252019.2008.10722139

Davis, F. D. (1986). A technology acceptance model for empirically testing new end-user information systems: Theory and results (Doctoral dissertation). Massachusetts Institute of Technology. Retrieved from http://hdl.handle.net/1721.1/15192

Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319-340.

Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Psychology, 22(14), 1109-1130.

Duffett, R. G. (2015). Facebook advertising's influence on intention-to-purchase and purchase amongst Millennials. Internet Research, 25(4), 498-526. doi:10.1108/IntR-01-2014-0020

Duffett, R. G. (2017). Influence of social media marketing communications on young consumers' attitudes. Young Consumers, 18(1), 19-39. doi:10.1108/YC-07-2016-00622

Dwivedi, Y. K., Rana, N. P., Tajvidi, M., Lal, B., Sahu, G. P., & Gupta, A. (2017). Exploring the Role of Social Media in e-Government: an Analysis of Emerging Literature. Proceedings of the 10th International Conference on Theory and Practice of Electronic Governance (pp. 97-106). New York: Association for Computing Machinery.

Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118-126. doi:10.1016/j.jbusres.2016.05.001

Garg, A. (2020). Factors Influencing Generation Y to Choose AIRBNB. In A. Hassan, & A. Sharma, The Emerald Handbook of ICT in Tourism and Hospitality (pp. 45-65). West Yorkshire, England: Emerald Publishing Limited. doi:10.1108/978-1-83982-688-720201004

Goldfarb, A., McDevitt, R., Samila, S., & Silverman, B. S. (2015). The Effect of Social Interaction on Economic Transactions: Evidence from Changes in Two Retail Formats. Management Science, 61(12), 2963-2981. doi:10.1287/mnsc.2014.2030

Goodrich, K., Schiller, S. Z., & Galletta, D. (2015). Consumer reactions to intrusiveness of online-video advertisements do length, informativeness, and humor help (or hinder) marketing outcomes? Journal of Advertising Research, 55(1), 37-50. doi:10.2501/jar-55-1-037-050

Hajli, N. (2015). Social commerce constructs and consumer's intention to buy. International Journal of Information Management, 35(2), 183-191. doi:10.1016/j.ijinfomgt.2014.12.005

Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38-52. doi:10.1002/dir.10073

Hinton, P. R., McMurray, I., & Brownlow, C. (2014). SPSS Explained (2nd ed.). East Sussex: Routledge.

Internetworldstats. (2020, November 12). Internet Usage Statistics. Retrieved from Internetworldstats.com: https://www.internetworldstats.com/stats.htm

Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, 29(1), 129-144. doi:10.1108/APJML-10-2015-0154

Jin, S. (2018). "Celebrity 2.0 and beyond!" Effects of Facebook profile sources on social networking advertising. Computers in Human Behavior, 79, 154-168. doi:10.1016/j.chb.2017.10.033

Kasasa. (2021, January 13). Boomers, Gen X, Gen Y, and Gen Z Explained. Retrieved from https://www.kasasa.com: https://www.kasasa.com/articles/generations/gen-x-gen-y-gen-z

Kelly, L., Kerr, G., & Drennan, J. (2010). Avoidance of Advertising in Social Networking Sites: The Teenage Perspective. Journal of Interactive Advertising, 10(2), 16-27. doi:10.1080/15252019.2010.10722167

Kemp, S. (2020, February 18). Digital 2020 Malaysia. Retrieved from https://datareportal.com/: https://datareportal.com/reports/digital-2020-malaysia

Kline, R. B. (2015). The mediation myth. Basic and Applied Social Psychology, 37, 202-213. doi:10.1080/01973533.2015.1049349

Kotler, P. (2003). Marketing Management (11th ed.). New Jersey: Prentice Hall Inc.

Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands? Management Research Review, 40(3), 310-330. doi:10.1108/MRR-07-2015-0161

Lafferty, B. A., Goldsmith, R. E., & Newell, S. J. (2002). The Dual Credibility Model: The Influence of Corporate and Endorser Credibility on Attitudes and Purchase Intentions. Journal of Marketing Theory and Practice, 10(3), 1-11. doi:10.1080/10696679.2002.11501916

Lee, S. (2017). A study on different recognition of importance in enterprises' social media activities based on comparison between consumers and enterprise: Focusing on commercial and relational characteristics of activity types. South Korea: Masters Dissertation.

Hankuk University of Foreign Studies.

Lee, W., & Chhabra, D. (2015). Heritage hotels and historic lodging: Perspectives on experiential marketing and sustainable culture. Journal of Heritage Tourism, 10(2), 103-110. doi:10.1080/1743873X.2015.1051211

Lim, M. W., & Endean, M. (2009). Elucidating the aesthetic and operational characteristics of UK boutique hotels. International Journal of Contemporary Hospitality Management, 21(1), 38-51. doi:10.1108/09596110910930179

Lu, L., Chang, W., & Chang, H. (2014). Consumer attitudes toward blogger's sponsored recommendations and purchase intention: The effect of sponsorship type, product type, and brand awareness. Computers in Human Behavior, 34, 258-266. doi:10.1016/j.chb.2014.02.007

Matthee, C. (2011). Towards the two-way symmetrical communication model: the use of social media to create dialogue around brands. Port Elizabeth, South Africa: Doctoral Dissertation. Nelson Mandela Metropolitan University.

McCracken, G. (1989). Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16(3), 310-321. doi:10.1086/209217

Miller, F. M., & Laczniak, G. R. (2011). The Ethics of Celebrity-Athlete Endorsement: What Happens When a Star Steps Out of Bounds? Journal of Advertising Research, 51(3), 499-510. doi:10.2501/JAR-51-3-499-510

Morwitz, V. (2014). Consumers' Purchase Intentions and their Behavior. Foundations and Trends® in Marketing, 7(3), 181-230. doi:10.1561/1700000036

Ndubisi, N. O., & Jantan, M. (2003). Evaluating IS usage in Malaysian small and medium?sized firms using the technology acceptance model. Logistics Information Management, 16(6), 440-450. doi:10.1108/09576050310503411

Olanrewaju, A. T., Hossain, M. A., Whiteside, N., & Mercieca, P. (2020). Social media and entrepreneurship research: A literature review. International Journal of Information Management, 50(2), 90-110. doi:10.1016/j.ijinfomgt.2019.05.011

Pallant, J. (2005). SPSS survival manual. A step by step guide to data analysis using SPSS for Windows (version 12) (2nd ed.). New York: Open University Press.

Payne, M. (2019, April 12). Expert's Voice: Importance of social media in hospitality. Retrieved from https://tophotel.news/: https://tophotel.news/experts-voice-importance-of-social-media-in-hospitality/

Pham, P. H., & Gammoh, B. S. (2015). Characteristics of social media marketing strategy and customer-based brand equity outcomes: a conceptual model. International Journal of Internet Marketing and Advertising, 9(4), 321-337. doi:10.1504/IJIMA.2015.072885

Pikas, B., & Sorrentino, G. (2014). The effectiveness of online advertising: consumer's perceptions of ads on Facebook, Twitter and YouTube. Journal of Applied Business and Economics, 16(4), 70-81.

Safa, N. S., & von Solms, R. (2016). Customers repurchase intention formation in e-commerce. South African Journal of Information Management, 18(1), 1-9. doi:10.4102/sajim.v18i1.712

Samar, S., Ghani, M., & Alnaser, F. (2017). Predicting customer's intentions to use internet banking: the role of technology acceptance model (TAM) in e-banking. Management Science Letters, 7(11), 513-524. doi:10.5267/j.msl.2017.8.004

Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behaviour (10th ed.). London: Pearson Prentice Hall.

Sekaran, U., & Bougie, R. (2019). Research Methods For Business: A Skill Building Approach (8th ed.). West Sussex, UK: John Wiley & Sons.

Seo, E.-J., & Park, J.-W. (2018). A study on the effects of social media

marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66(C), 36-41. doi:10.1016/j.jairtraman.2017.09.014

Shanmugam, M., Sun, S., Amidi, A., Khani, F., & Khani, F. (2016). The applications of social commerce constructs. International Journal of Information Management, 36, 425-432. doi:10.1016/j.ijinfomgt.2016.01.007

Shareef, M. A., Mukerji, B., Dwivedi, Y., Rana, N., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46(C), 58-69. doi:10.1016/j.jretconser.2017.11.001

Sharifi, S. S. (2014). Impacts of the trilogy of emotion on future purchase intentions in products of high involvement under the mediating role of brand awareness. European Business Review, 26(1), 43-63. doi:10.1108/EBR-12-2012-0072

Shivakumar, S. M. (2018). Social media marketing and its influence on millennials' buying behaviour. BIMS International Research Journal of Management and Commerce, 3(1), 1-4.

Silvera, D. H., & Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of Marketing, 38(11/12), 1509-1526. doi:10.1108/03090560410560218

Simon, F., & Tossan, V. (2018). Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media. Journal of Business Research, 85, 175-184. doi:10.1016/j.jbusres.2017.12.050

Stefanone, M. A., Lackaff, D., & Rosen, D. (2010). The Relationship between Traditional Mass Media and "Social Media": Reality Television as a Model for Social Network Site Behavior. Journal of Broadcasting & Electronic Media, 54(3), 508-525. doi:10.1080/08838151.2010.498851

Stephen, A. T., & Toubia, O. (2010). Deriving value from social commerce networks. Journal of Marketing Research, 47(2), 215-228. doi:10.1509/jmkr.47.2.215

Sullivan, Y. W., & Kim, D. J. (2018). Assessing the effects of consumers' product evaluations and trust on repurchase intention in e-commerce environments. International Journal of Information Management, 39, 199-219. doi:10.1016/j.ijinfomgt.2017.12.008

Tariq, M., Abbas, T., Abrar, M., & Iqbal, A. (2017). EWOM and brand awareness impact on consumer purchase intention: mediating role of brand image. Pakistan Administrative Review, 1(1), 84-102.

Taylor, S., & Todd, P. A. (1995b). Decomposition and crossover effects in the theory of planned behaviour: A study of consumer adoption intentions. International Journal of Research in Marketing, 12(2), 137-155. doi:10.1016/0167-8116(94)00019-K

Tien, D. H., Rivas, A. A., & Liao, Y. K. (2019). Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites. Asia Pacific Management Review, 24(3), 238-249. doi:10.1016/j.apmrv.2018.06.003

Till, B. D., Stanley, S. M., & Priluck, R. (2008). Classical conditioning and celebrity endorsers: An examination of belongingness and resistance to extinction. Psychology & Marketing, 25(2), 179-196. doi:10.1002/mar.20205

Tran, G. A., & Strutton, D. (2014). Has reality television come of age as a promotional platform? Modeling the endorsement effectiveness of celebreality and reality stars. Psychology & Marketing, 31(4), 294-305. doi:10.1002/mar.20695

Truong, Y., & Simmons, G. (2010). Perceived intrusiveness in digital advertising: strategic marketing implications. Journal of Strategic Marketing, 18(3), 239-256. doi:10.1080/09652540903511308

Tuten, T. L., & Solomon, M. R. (2017). Social media marketing (3rd ed.). London, United Kingdom: SAGE Publications.

Ujang, N., Moulay, A., & Zakaria, J. (2018). Visitors' Attachment to Historic Tourism Places in Kuala Lumpur City Centre towards Sustainable Urban Regeneration. Environment-Behaviour Proceedings Journal, 3(9), 165-172. doi:10.21834/e-bpj.v3i9

UK Essays. (2017, May 15). The Hospitality Industry Of Malaysia. Retrieved from www.ukessays.com: https://www.ukessays.com/essays/tourism/exploring-the-hospitality-industry-of-malaysia-tourism-essay.php

van Noort, G., & Willemsen, L. M. (2012). Online Damage Control: The Effects of Proactive Versus Reactive Webcare Interventions in Consumer-generated and Brand-generated Platforms. Journal of Interactive Marketing, 26(3), 131-140. doi:10.1016/j.intmar.2011.07.001

van Noort, G., Willemsen, L. M., Kerkhof, P., & Verhoeven, J. M. (2015). Webcare as an Integrative Tool for Customer Care, Reputation Management, and Online Marketing: A Literature Review. In P. J. Kitchen, & E. Uzuno?lu, Integrated Communications in the Postmodern Era. London: Palgrave Macmillan.

Varkaris, E., & Neuhofer, B. (2017). The influence of social media on the consumers' hotel decision journey. Journal of Hospitality and Tourism Technology, 8(1), 101-118. doi:10.1108/JHTT-09-2016-0058

Veirman, M. D., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude, 36:5, DOI: International Journal of Advertising, 36(5), 798-828. doi:10.1080/02650487

Vinerean, S. (2017). Importance of strategic social media marketing. Expert journal of marketing, 5(1), 28-35.

Wang, Y., & Yu, C. (2017). Social interaction-based consumer decision-making model in social commerce: The role of word of mouth and observational learning. International Journal of information Management, 37(3), 179-189. doi:10.1016/j.ijinfomgt.2015.11.005

Welch, V., Petkovic, J., Simeon, R., Presseau, J., Gagnon, D., Hossain, A., . . . DesMeules, M. (2018). Interactive social media interventions for health behaviour change, health outcomes, and health equity in the adult population. Cochrane Database of Systematic Reviews, 1-24. doi:10.1002/14651858.CD012932

Xiang, L., Zheng, X., Lee, M. K., & Zhao, D. (2016). Exploring consumers' impulse buying behavior on social commerce platform: the role of parasocial interaction. International Journal of Information Management, 36(3), 333-347.

Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics Informatics, 34, 1294-1307. doi:10.1016/j.tele.2017.06.001

Yin, X., Wang, H., Xia, Q., & Gu, Q. (2019). How social interaction affects purchase intention in social commerce: A cultural perspective. Sustainability, 11(8), 2423. doi:10.3390/su11082423

Zhang, K. Z., & Benyoucef, M. (2016). Consumer behavior in social commerce: A literature review. Decision Support Systems, 86, 95-108. doi:10.1016/j.dss.2016.04.001

Zhang, W. (2009). The Motivations, Constraints and Decision-making of Beijing Outbound Tourists. PhD Thesis, University of Waikato. Hamilton: Department of Tourism and Hospitality Management.

Downloads

Published

31.07.2021

Issue

Section

Tourism/Hospitality: Research Papers

How to Cite

Social media marketing influence on Boutique Hotel customers’ purchase intention in Malaysia. (2021). Tourism & Management Studies, 17(3), 51-62. https://tmstudies.net/index.php/ectms/article/view/1502

Most read articles by the same author(s)

1 2 3 4 5 6 7 8 9 10 > >>