THE IMPACT OF CONTENT MARKETING IN SOCIAL MEDIA ON CUSTOMERS PURCHASE INTENTION OF THE HOTEL INDUSTRY

• Main Authors: Soninchimeg Bat-Ochir, 白詩寧
• Other Authors: Chun-Min Kuo
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/5t6sz5

碩士 === 國立勤益科技大學 === 企業管理系 === 106 === From academicals implication of this research relates to filling in the knowledge gap of the influence of content marketing on customers purchase intention of the hotels. The results of this study measured the key variables and provide meaningful results for each variable. In addition, the research findings revealed influences of content marketing variables and social media variables on customers purchase intention of the hotels. Content marketing strategies must be differentiated and focused on the appropriate variables, as some variables appeared to be very important for hotel customers. Thus, owners of hotels should focus on increasing their marketing strategy in social media. The results of this study increase support for the use of a content marketing variables and social media variables, such as those developed by Park (2007), Prendergast (2010), Chu and Kim, (2011), Cheung (2009), Bailey and Pearson (1983), Lei (2009), Liu (2010) and conceptualize and measure content marketing in social media of the hotel. The findings of this study have expanded the research of content marketing in social media in the hotel industry, which is a very important finding for the related literature. From a practical perspective, this research provides marketers with a frame of reference to understand the impact of content marketing on consumers’ purchase intention. The result of studies in this research offers valuable understanding for the hotel marketers. The first phase of this study can provide significant managerial implications as it explains the determinants of content marketing variables which effects on consumers purchase intentions. Particularly, the most strongly positive influencing content marketing variables on customers purchase intention is information usefulness (0.70). Needs of information (0.67) and information adoption (0.67) are next positive influencing variables on customers purchase intention. Besides, information credibility (0.66), information quality (0.64), and attitude towards information (0.64) are positive influence on customers purchase intention The determinants of social media variables which effects on consumers purchase intentions. Trust coefficient estimate equals 0.66; speed coefficient estimate equals 0.63. Both of social media variables positive influence on consumers purchase intentions. In a word, sub-variables of content marketing; variables of social media and customers purchase intention variable were positive effects with each variable. Therefore, based on the data analysis the determinants provided by this study allow marketers to understand the dynamics of content marketing variables on social media; marketers thus can develop better content marketing strategies in the hotel industry. This finding is very important for hotel marketers who aim to employ content marketing as they can spend more time with content marketing on social media. Secondly, this study also provides several important implications for hotel marketers. Managers can use this content marketing six variables and social media two variables as a diagnostic tool to increase customers purchase and income in their hotel. However, because cultures might impact the customer's purchase intention, hotel managers should note that the content marketing variables structures must be determined for their own specific organization and cultural setting to accurately measure customer purchase intention of their hotel experiences. The content marketing variables in social media measurement scale developed in this study can be used to improve the income of the hotel. In sum, the findings of this study provide managers with valuable insights into the variables that impact customers purchase intention of hotels. Practically, our study provides useful insights to marketing professionals, managers, and hoteliers. Marketers should use content marketing variables as a marketing strategy to increase customers purchase. Consequently, content marketing variables in social media are important for hotels to improve incomes and develop. This study will contribute why content marketing in social media is important. And it will help hotels to realize that content marketing needs. Also, it proved that content marketing six variables positive influence on customers purchase intention. The key findings of this research study are content marketing in social media which show positive influence on customers purchase intention. It gives that hotels should increase content marketing strategy to fulfill their current and future needs which help them to compete with rapid challenges in the competitive market.