The impact of social media marketing activities on customer response through brand equity in hospitality industry in Jordan

Other Title(s)

أثر أنشطة التسويق عبر وسائل التواصل الاجتماعي في استجابة العملاء من خلال قيمة العلامة التجارية في قطاع الضيافة الأردني

Dissertant

al-Samarah, Ahid Yusuf Ali

Thesis advisor

Tarabayh, Said Muhammad Ziyad Abd al-Qadir

University

Mutah University

Faculty

Faculty of Business

Department

Department of Business Administration

University Country

Jordan

Degree

Master

Degree Date

2021

English Abstract

The aim of this study was to investigate the impact of social media marketing activities (SMMAs) on customer response through brand equity in hospitality industry in Jordan.

A quantitative analysis was carried out by the researcher using an online questionnaire that distributed to 181 Jordanian hospitality customers.

160 questionnaires are the final number of questionnaires used for research, providing an answer rate of 88.4 percent.

As section of the Structural Equation Modeling (SEM), and Statistical Package for Social Sciences (SPSS) program version 25, the data was checked and coded for statistical analysis using the Partial Least Squares (PLS) methodology.

The results highlighted the important role of SMMAs' in enhancing Brand Awareness (BA) and Brand Image (BI) in hospitality industry in Jordan.

In addition, this study concluded that BA has positive effects on BI, Electronic Word of Mouth (EWM) and Commitment (CM).

From the results of analysis, it was found that BI has significant positive effects on EWM and CM.

Furthermore, the results indicated that EWM has positive effect on CM.

Thus, the study recommended that hospitality industry in Jordan should pay more attention to SMMAs as beneficial tools that successfully differentiate themselves from competitors.

Main Subjects

Business Administration

No. of Pages

69

Table of Contents

Table of contents.

Abstract.

Abstract in Arabic.

Chapter One : Theatrical background.

Chapter Two : Review of literature.

Chapter Three : Design and methodology.

Chapter Four : Findings and discussions and recommendations.

References.

American Psychological Association (APA)

al-Samarah, Ahid Yusuf Ali. (2021). The impact of social media marketing activities on customer response through brand equity in hospitality industry in Jordan. (Master's theses Theses and Dissertations Master). Mutah University, Jordan
https://search.emarefa.net/detail/BIM-1342523

Modern Language Association (MLA)

al-Samarah, Ahid Yusuf Ali. The impact of social media marketing activities on customer response through brand equity in hospitality industry in Jordan. (Master's theses Theses and Dissertations Master). Mutah University. (2021).
https://search.emarefa.net/detail/BIM-1342523

American Medical Association (AMA)

al-Samarah, Ahid Yusuf Ali. (2021). The impact of social media marketing activities on customer response through brand equity in hospitality industry in Jordan. (Master's theses Theses and Dissertations Master). Mutah University, Jordan
https://search.emarefa.net/detail/BIM-1342523

Language

English

Data Type

Arab Theses

Record ID

BIM-1342523