Template-Type: ReDIF-Article 1.0
Author-Name: Mohammad Soofian
Author-Name-First: Mohammad
Author-Name-Last: Soofian
Author-Email: emba7@ymail.com
Author-Workplace-Name: Master degree, Executive MBA, Science and Research Branch, Islamic Azad University, Tehran, Iran.
Title: The Role of Social Media Marketing in eWOM in the Hotel Industry with an Emphasis on Brand Experience and Identity
Abstract: The purpose of this research is to investigate the role of social media marketing on electronic word of mouth (eWOM) in the hotel industry with an emphasis on brand experience and identity. This is an applied research conducted through a descriptive-survey. The statistical population included the customers of the hotel industry in Tehran, which due to its large and unspecified size was assumed to be infinite. The sample, according to Cochran's formula for infinite population, was to the size of 385 (n = 385). The data was collected using a standard questionnaire. The validity of the questionnaire's content was confirmed consulting the supervisor and a number of other professors. The questionnaire reliability was assessed using Cronbach's alpha. Based on the data obtained from the questionnaire, the research hypotheses were tested using SEM-PLS in SPSS and PLS4 software. The results indicated that social media marketing had a positive and significant effect on eWOM, brand experience and brand identity. And brand experience and brand identity had a positive and significant effect on eWOM.
Classification-JEL: JEL
Keywords: Brand experience; Brand identity; Social network marketing; electronic word of mouth (eWOM)
Journal: International Journal of Resistive Economics
Pages: 64-74
Volume: 10
Issue: 4
Year: 2022
Month: November
DOI: 10.22034/oajre.2022.172626
File-URL: https://www.oajre.ir/article_172626_8affc0e0a62d2a9711b8ae34f8cf6aad.pdf
File-Format: Application/pdf
File-Function: Full text
File-URL: https://www.oajre.ir/article_172626.html
File-Format: text/html
File-Function: Abstract page
Handle: RePEc:trd:journl:172626