The role of social influence model in social media marketing / Saiful Bahri Mohd Kamal... [et al.]

Over the past few years, hotel businesses have acknowledged the huge role of social media in facilitating and assisting business growth due to its ease-of-use and speed of reach in nature, which essentially allow businesses to perform a role in social media marketing, where businesses can personally engage in advertising and promotion-related activities towards online customers. Nevertheless, hotel businesses are unable to effectively exploit social media marketing as they have a restricted knowledge on how to get potential customers to actively engage and become proactive as well as influence customers towards booking intention. The purpose of this conceptual paper is to propose a study that brings out an exploratory research which intends to analyze and determine the factors that lead to active participation and engagement among consumers within social media, paying attention towards three different processes of social influence: compliance, identification, and internalization that can foster individuals’ attitude and behavioral changes. The improvement of social media marketing will enhance positive electronic word-of-mouth (eWOM) and consequently lead to intention to purchase, in addition to development of a robust, attractive image and product within online communities. Information within this study is regarded as valuable resource that could be used by online hotel marketers as well as related social media manager, as they can acknowledge and understand the actions and practices needed in social media to direct them towards business growth and positive online marketing practice

A conceptual model of online hotel booking: the role of online review and online trust towards online booking intention / Fadhlina Mahat... [ et al.]

A growing reliance on the Internet as an information source when making choices about hotel booking raises the need for more research into this issue. Within online hotel booking context, this study aims to investigate the influence of online review and online trust towards online booking intention. Furthermore, the mediating role of online trust will also have been examined. Based on review of past literature, six dimensions of online review construct are proposed namely, usefulness, reviewer expertise, timeliness, volume, valence and comprehension as predictors. The proposed model is supported by Stimulus-Organism-Response (S-O-R) model developed by Mehrabian and Rusell (1974). In the present study, online review is conceptualized as a second order construct. It is predicted that online review has positive effect on both online trust and online booking intention. Besides, online trust is predicted to has a positive effect on online booking intention. Finally, it is expected that the online trust mediates the relationship between online review and online booking intention. This study contributes to the existing body of knowledge by examining the role of online trust as mediator

The effects of brand image, perceived trust and perceived risk on online booking intention: a conceptual model / Khairil Anuar Bahari... [et al.]

Over time, the use of the internet and technology has grown rapidly. Most businesses today use the internet as a means of communicating with their customers. This is because the internet has various interactive features and is always available for use. However, when there are too many interactive features to use, it can make the site more complex, less useful, and users find it difficult to use. Referring to an overview of past literature, the article generally proposes a conceptual framework with six propositions to understand the role of brand image, perceived trust and perceived risk of online buying intentions among hotel website users. As a basic theory, Stimulus Organizational Stimulation (SOR) has been used to support the proposed framework in this study. As a result, the researcher argues that brand image has an impact on the perceived risk and perceived trust of the hotel website. Consequently, hotel websites with higher perceived risk and perceived trust are more likely to influence online booking intentions