Social Media Marketing Activities Influencing Brand Equity and Buying Commitment towards Customer Response in the Luxury Hotel Industry

14 Pages Posted: 6 Jul 2022

See all articles by Julian Janda

Julian Janda

Graduate School of Business and Advanced Technology Management, Assumption University of Thailand

Tzvetan Mitchev

Graduate School of Business and Advanced Technology Management, Assumption University of Thailand

Chompu Nuangjamnong

Graduate School of Business and Advanced Technology Management, Assumption University of Thailand

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

Suggested Citation

Janda, Julian and Mitchev, Tzvetan and Nuangjamnong, Chompu, Social Media Marketing Activities Influencing Brand Equity and Buying Commitment towards Customer Response in the Luxury Hotel Industry (June 1, 2022). Available at SSRN: https://ssrn.com/abstract=4138548 or http://dx.doi.org/10.2139/ssrn.4138548

Julian Janda (Contact Author)

Graduate School of Business and Advanced Technology Management, Assumption University of Thailand ( email )

Thailand

Tzvetan Mitchev

Graduate School of Business and Advanced Technology Management, Assumption University of Thailand ( email )

Thailand

Chompu Nuangjamnong

Graduate School of Business and Advanced Technology Management, Assumption University of Thailand ( email )

Bangkok
Thailand

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