An exploratory study on social engagement using Facebook among hotel operators in Malaysia

An exploratory study on social engagement using Facebook among hotel operators in Malaysia

The use of social media has changed the way communication and interaction with each other and also with business companies such as how hotel industries take place. Currently, social media is the main tool in hotel industry in facilitating the marketing besides being used in engaging with customers....

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Main Author: Fadhil, Nawar Abbood
Format: Thesis
Language:eng
eng
Published: 2016
Subjects:
T58.5-58.64 Information technology
Online Access:https://etd.uum.edu.my/6530/1/s813676_01.pdf
https://etd.uum.edu.my/6530/2/s813676_02.pdf
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id my-uum-etd.6530
record_format uketd_dc
institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Mat Ali, Abdul Bashah
Hashim, Kamarul Faizal
topic T58.5-58.64 Information technology
T58.5-58.64 Information technology
spellingShingle T58.5-58.64 Information technology
T58.5-58.64 Information technology
Fadhil, Nawar Abbood
An exploratory study on social engagement using Facebook among hotel operators in Malaysia
description The use of social media has changed the way communication and interaction with each other and also with business companies such as how hotel industries take place. Currently, social media is the main tool in hotel industry in facilitating the marketing besides being used in engaging with customers. Indeed, recent studies had discovered that customers make decision largely based on the influence of user-generated content and word of mouth. However, there are limited studies which examined the use of Facebook as a tool to engage with customers especially in Malaysia. Thus, this study aims at exploring the use of social media among Malaysian hotels and how these hotels engage with customers through Facebook. Besides, this study also attempts to identify the metrics used by Malaysian hotels to measure the engagement of their customers. Data were collected through interview and content analysis over the Facebook page of selected hotels. The results had indicated that hotels use Facebook as an important communication tool to engage with their customers in various ways. Besides the benefits, this study also discovered some difficulties faced by the hotels when they communicate socially with their customers. On top of that, this study determined that hotels measure their engagement with customers through Facebook in two ways: (i) using software; and (ii) monitoring the page from inside. The results also had shown that some of the hotels are confused about the way to measure the engagement, in which they only focus on certain metrics while others are neglected. In a nutshell, Facebook pages of Malaysian hotels have a relatively weak engagement with customers especially in voice opinion and advocacy. In contrast, attitude expression has a moderate level.
format Thesis
qualification_name masters
qualification_level Master's degree
author Fadhil, Nawar Abbood
author_facet Fadhil, Nawar Abbood
author_sort Fadhil, Nawar Abbood
title An exploratory study on social engagement using Facebook among hotel operators in Malaysia
title_short An exploratory study on social engagement using Facebook among hotel operators in Malaysia
title_full An exploratory study on social engagement using Facebook among hotel operators in Malaysia
title_fullStr An exploratory study on social engagement using Facebook among hotel operators in Malaysia
title_full_unstemmed An exploratory study on social engagement using Facebook among hotel operators in Malaysia
title_sort exploratory study on social engagement using facebook among hotel operators in malaysia
granting_institution Universiti Utara Malaysia
granting_department Awang Had Salleh Graduate School of Arts & Sciences
publishDate 2016
url https://etd.uum.edu.my/6530/1/s813676_01.pdf
https://etd.uum.edu.my/6530/2/s813676_02.pdf
_version_ 1747828085630173184
spelling my-uum-etd.65302021-04-05T02:13:03Z An exploratory study on social engagement using Facebook among hotel operators in Malaysia 2016 Fadhil, Nawar Abbood Mat Ali, Abdul Bashah Hashim, Kamarul Faizal Awang Had Salleh Graduate School of Arts & Sciences Awang Had Salleh Graduate School of Arts and Sciences T58.5-58.64 Information technology TX901-946.5 Hospitality industry. Hotels, clubs, restaurants, etc. Food service The use of social media has changed the way communication and interaction with each other and also with business companies such as how hotel industries take place. Currently, social media is the main tool in hotel industry in facilitating the marketing besides being used in engaging with customers. Indeed, recent studies had discovered that customers make decision largely based on the influence of user-generated content and word of mouth. However, there are limited studies which examined the use of Facebook as a tool to engage with customers especially in Malaysia. Thus, this study aims at exploring the use of social media among Malaysian hotels and how these hotels engage with customers through Facebook. Besides, this study also attempts to identify the metrics used by Malaysian hotels to measure the engagement of their customers. Data were collected through interview and content analysis over the Facebook page of selected hotels. The results had indicated that hotels use Facebook as an important communication tool to engage with their customers in various ways. Besides the benefits, this study also discovered some difficulties faced by the hotels when they communicate socially with their customers. On top of that, this study determined that hotels measure their engagement with customers through Facebook in two ways: (i) using software; and (ii) monitoring the page from inside. The results also had shown that some of the hotels are confused about the way to measure the engagement, in which they only focus on certain metrics while others are neglected. In a nutshell, Facebook pages of Malaysian hotels have a relatively weak engagement with customers especially in voice opinion and advocacy. In contrast, attitude expression has a moderate level. 2016 Thesis https://etd.uum.edu.my/6530/ https://etd.uum.edu.my/6530/1/s813676_01.pdf text eng public https://etd.uum.edu.my/6530/2/s813676_02.pdf text eng public masters masters Universiti Utara Malaysia Ab Hamid, N. R., Razak, U. T. A., Akhir, R. M., & Cheng, A. Y. (2013). Social media: an emerging dimension of marketing communication. Journal of Management and Marketing Research, 12, 1-8. Ahmed, A. A. (2014). The relationship between human resource management and employee performance among hotels in Langkawi (Doctoral dissertation, Universiti Utara Malaysia). Ainin, S., Parveen, F., Moghavvemi, S., Jaafar, N. 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