Social Media Marketing Activities Influencing Brand Equity and Buying Commitment towards Customer Response in the Luxury Hotel Industry
14 Pages Posted: 6 Jul 2022
Date Written: June 1, 2022
Abstract
Social media has become an influential and dynamic virtual space where the platform is used for social networking and a great opportunity to digitally promote a business and establish relations with customers. This study aims to understand how social media marketing activities influence brand equity and buying-commitment to customer response in the luxury hotel, in the case of Thai people. A conceptual model in this study was developed based on three theoretical frameworks. The questionnaire was provided and collected by 450 respondents by convenience and quota sampling techniques. The methods used to analyze are simple linear regression and multiple linear regression. The findings reveal which factors have influenced customer response in luxury hotels.
Keywords: Social Media Marketing Activities, Trends, Entertainment, Buying Commitment, Brand Equity
JEL Classification: M10, M14 M30, M31, M37, M50
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