E3S Web Conf.
Volume 251, 20212021 International Conference on Tourism, Economy and Environmental Sustainability (TEES 2021)
|Number of page(s)||7|
|Section||Research on Earth Climate and Land and Ocean Resources|
|Published online||15 April 2021|
Influence of social media marketing in building relationship between brand loyalty of tourism products and products service quality
1 Management & Science University, Graduate School of Management, Shah Alam, Selangor, Malaysia
2 Management & Science University, Graduate School of Management, Shah Alam, Selangor, Malaysia
3 Multimedia University, Faculty of Management, Cyberjaya, Selangor, Malaysia
4 Management & Science University, Graduate School of Management, Shah Alam, Selangor, Malaysia
* Corresponding author: email@example.com
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.
© The Authors, published by EDP Sciences, 2021
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