Influence of social media marketing in building relationship between brand loyalty of tourism products and products service quality
2021
Jiaqi Yan | Teo Brain Sheng-Xian | Tingting Li | Jiaxun Zhang
Social media is an influential objective for most industries. Organizations in every sector are willing to implement this technique for achieving several business goals. Some of them are brand loyalty and service quality. The current study analyses these specific objectives in the tourism sector. The AIDA model has been considered in this scenario, where five hypotheses are generated. Instagram has been selected as the selected social media platform, as 45% of respondents preferred it. The study includes a primary research method surveying 51 respondents and evaluating the quantitative data using SPSS. The KMO and Bartlett’s Test indicated a reading of 0.932, which describes the reliability of the sample. The statistical value provides that there is a strongly positive relation (R-0.960; R2-0.922; 92.2%) between tourism brand and product quality in the sector. On the other hand, through Cronbach’s alpha, the results came as 0.997, which shows the high level of consistency between the variables. It has been further analysed that brand awareness, brand loyalty, and tourism product service are integral part of business objects that are related to social media marketing.
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