文章基本信息

标题：Social media: an emerging dimension of marketing communication
本地全文：下载
作者：Noor Raihan Ab Hamid ; Romiza Md Akhir ; Aw Yoke Cheng 等
期刊名称：Journal of Management and Marketing Research
印刷版ISSN：1941-3408
电子版ISSN：1941-3408
出版年度：2013
出版社：Academic and Business Research
摘要：The advent of new technology such as the social media has penetrated many households and altered the way customers seek information as the basis for their purchase decisions. As the number of social media users escalates companies are advised to take advantage of the emerging marketing channel and effectively communicate with customers. Its interactivity, ubiquity and accessibility qualify it as one of the most cost effective marketing tools today. Meanwhile, the hotel industry is growing rapidly and hoteliers, in general have been actively pursuing contemporary marketing strategy as to remain competitive. However, with vast number of players and increased bargaining power of customers hoteliers need to rethink their strategy to manage among others, the marketing communication channel which includes the social media. This research is an exploratory study and seeks to examine the relationships between the use of social media, trust and customer retention. The primary data for this research were collected through survey questionnaire. Results indicated there are positive correlations between the research variables. The limitations of the study and future directions of research are discussed
关键词：social media; trust; purchase behavior; hotel industry