Dataset of relationships among social media marketing activities, brand loyalty, revisit intention. Evidence from the hospitality industry in Northern Cyprus

The central purpose of this data article is to empirically investigate the relationships among social media marketing (SMM) activities, brand loyalty and revisit intention in five-star hotels in Northern Cyprus. Few researchers have investigated SMM activities, while none has looked at how SMM activ...

Full description

Bibliographic Details
Main Authors:	Blend Ibrahim, Ahmad Aljarah
Format:	Article
Language:	English
Published:	Elsevier 2018-12-01
Series:	Data in Brief
Online Access:	http://www.sciencedirect.com/science/article/pii/S2352340918314173

id	doaj-be6402a65a2c4f0d9db60c0c1f8e6750
record_format	Article
spelling	doaj-be6402a65a2c4f0d9db60c0c1f8e67502020-11-25T01:46:27ZengElsevierData in Brief2352-34092018-12-012118231828Dataset of relationships among social media marketing activities, brand loyalty, revisit intention. Evidence from the hospitality industry in Northern CyprusBlend Ibrahim0Ahmad Aljarah1Girne American University, Business Management Department, via Mersin 10, North Cyprus, Turkey; Corresponding author.Girne American University, Marketing Department, via Mersin 10, North Cyprus, TurkeyThe central purpose of this data article is to empirically investigate the relationships among social media marketing (SMM) activities, brand loyalty and revisit intention in five-star hotels in Northern Cyprus. Few researchers have investigated SMM activities, while none has looked at how SMM activities can be used toward improving brand loyalty and revisit intention in the tourism service industry. Hence, data gathered for the purposes of this research add to our understanding of today׳s social media marketing as a new generation marketing tool. This data was generated via a structured questionnaire, a total of 389 customers were surveyed who used five (5) hotels Facebook profiles, the hotels were all five-star ranked and located in Kyrenia city (Northern Cyprus). The data were examined by Structural Equation Modelling (SEM). Several analysis techniques have been used, the result showed a significant influence of SMM activities on brand loyalty and revisit intention, also the mediation outcome of brand trust is partially supported. Thus, consequential recommendations have been put forward.http://www.sciencedirect.com/science/article/pii/S2352340918314173
collection	DOAJ
language	English
format	Article
sources	DOAJ
author	Blend Ibrahim Ahmad Aljarah
spellingShingle	Blend Ibrahim Ahmad Aljarah Dataset of relationships among social media marketing activities, brand loyalty, revisit intention. Evidence from the hospitality industry in Northern Cyprus Data in Brief
author_facet	Blend Ibrahim Ahmad Aljarah
author_sort	Blend Ibrahim
title	Dataset of relationships among social media marketing activities, brand loyalty, revisit intention. Evidence from the hospitality industry in Northern Cyprus
title_short	Dataset of relationships among social media marketing activities, brand loyalty, revisit intention. Evidence from the hospitality industry in Northern Cyprus
title_full	Dataset of relationships among social media marketing activities, brand loyalty, revisit intention. Evidence from the hospitality industry in Northern Cyprus
title_fullStr	Dataset of relationships among social media marketing activities, brand loyalty, revisit intention. Evidence from the hospitality industry in Northern Cyprus
title_full_unstemmed	Dataset of relationships among social media marketing activities, brand loyalty, revisit intention. Evidence from the hospitality industry in Northern Cyprus
title_sort	dataset of relationships among social media marketing activities, brand loyalty, revisit intention. evidence from the hospitality industry in northern cyprus
publisher	Elsevier
series	Data in Brief
issn	2352-3409
publishDate	2018-12-01
description	The central purpose of this data article is to empirically investigate the relationships among social media marketing (SMM) activities, brand loyalty and revisit intention in five-star hotels in Northern Cyprus. Few researchers have investigated SMM activities, while none has looked at how SMM activities can be used toward improving brand loyalty and revisit intention in the tourism service industry. Hence, data gathered for the purposes of this research add to our understanding of today׳s social media marketing as a new generation marketing tool. This data was generated via a structured questionnaire, a total of 389 customers were surveyed who used five (5) hotels Facebook profiles, the hotels were all five-star ranked and located in Kyrenia city (Northern Cyprus). The data were examined by Structural Equation Modelling (SEM). Several analysis techniques have been used, the result showed a significant influence of SMM activities on brand loyalty and revisit intention, also the mediation outcome of brand trust is partially supported. Thus, consequential recommendations have been put forward.
url	http://www.sciencedirect.com/science/article/pii/S2352340918314173
work_keys_str_mv	AT blendibrahim datasetofrelationshipsamongsocialmediamarketingactivitiesbrandloyaltyrevisitintentionevidencefromthehospitalityindustryinnortherncyprus AT ahmadaljarah datasetofrelationshipsamongsocialmediamarketingactivitiesbrandloyaltyrevisitintentionevidencefromthehospitalityindustryinnortherncyprus
_version_	1725019494552698880

Dataset of relationships among social media marketing activities, brand loyalty, revisit intention. Evidence from the hospitality industry in Northern Cyprus

Similar Items