Engaging customer on social media for electronic word-of-mouth

Pao Yue-kong Library Electronic Theses Database

Engaging customer on social media for electronic word-of-mouth

 

Author: Lee, Siu Har Annie
Title: Engaging customer on social media for electronic word-of-mouth
Degree: M.Sc.
Year: 2014
Subject: Social media.
Internet marketing.
Hotels -- Marketing.
User-generated content -- Marketing.
Hong Kong Polytechnic University -- Dissertations
Department: School of Hotel and Tourism Management
Pages: vii, 107, 42 leaves : illustrations ; 30 cm
InnoPac Record: http://library.polyu.edu.hk/record=b2819541
URI: http://theses.lib.polyu.edu.hk/handle/200/8128
Abstract: The emergence of social media like Facebook is shifting the balance of power in communication from companies to customers. Naturally, hotels would want to understand, communicate and encourage customers to engage with them through social media in this current customer-centric business climate. Central to customer engagement is the behavioral manifestation of a customer toward a brand or a company. This behavioral manifestation goes beyond purchase to word-of-mouth and referrals. On the other hand, the unique nature or challenges of hospitality services being intangible, inconsistent and inseparable from customer and place of consumption make it sound all necessary for customers to have a better idea of the services before they consider consuming them. This study intends to (1) investigate whether demographic and Facebook behavioral characteristics affect engagement, (2) identify and affirm factors that motivate customers to engage with social media and (3) to study the factors that will encourage customers to post eWOM. This study focuses on the perspective of customers to find out why they perceive Facebook as a preferable way to interact with hotels. An empirical investigation of 351 online respondents from a virtual community of social media was undertaken to study the factors that motivate them to engage with social media and post eWOM. Factor analysis, ANOVA and regression analysis were used to test the hypotheses. The study also suggests features for hotels pursuing social media for customer engagement as a key marketing or communication strategy.

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