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- Title
HOW TRUST AND SPEED IN SOCIAL MEDIA AND INFORMATION IN CONTENT MARKETING AFFECT CUSTOMER PURCHASE INTENTION IN THE HOTEL INDUSTRY: THE CASE OF MONGOLIA.
- Authors
Chun-Min Kuo; Ying-Chen Lo; Bat-Ochir, Soninchimeg; Boger, Ernest P.
- Abstract
This study examines how content marketing and social media affect customer purchase intention in the hotel industry. Data that explored content marketing, social media, and customer purchase intention. was collected from customers of selected Mongolian hotels The results indicated that content marketing displays six informational variables that are positively associated with social media. Two social media variables, trust and speed positively influenced customer purchase intention. All six variables of content marketing showed a positive influence on customer purchase intention. Marketers can use these findings to develop better content marketing strategies on social media for the hotel industry, especially in emerging Asian markets.
- Subjects
MONGOLIA; HOTEL marketing; SOCIAL media in marketing; HOTELS; CONSUMERS; TRUST; SOCIAL media; SOCIAL marketing; CONTENT marketing
- Publication
Consortium Journal of Hospitality & Tourism, 2022, Vol 24, Issue 1, p41
- ISSN
1535-0568
- Publication type
Article