期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2019
卷号：9
期号：1
页码：54-68
DOI：10.6007/IJARBSS/v9-i1/5363
语种：English
出版社：Human Resource Management Academic Research Society
摘要：The present study attempts to investigate the effect of customer engagement in social media on purchase intentions in the hotel industry in Malaysia. Four key motives of surveillance, social interaction, sharing of information and attraction are examined as antecedents to customer engagement in social media. The questionnaires used was administered to a convenience sample of 392 hotel customers from Kuala Lumpur and Petaling Jaya, Malaysia, through a self-administered questionnaire. Structural Equation Modeling is used to analyse the data and five hypotheses were tested. The findings reported that surveillance, social interaction, sharing of information and attraction have significantly influenced customer engagement in social media. Customer engagement is positively correlated to the purchase intentions. Based on the findings, customer engagement strategies should focus on more on building reputation, information quality, attractive contents, effective communications, branding and word-of mouth-referrals.
