Exploring the Effect of Social Media Marketing and Destination image on Destination Loyalty in Covid-19 Times: Sequential Mediating Role of Brand Love and Brand Loyalty
{"title":"Exploring the Effect of Social Media Marketing and Destination image on Destination Loyalty in Covid-19 Times: Sequential Mediating Role of Brand Love and Brand Loyalty","authors":"A. Aljumah, M. Nuseir, Ghaleb A. El Refae","doi":"10.1109/ACIT57182.2022.9994189","DOIUrl":null,"url":null,"abstract":"The basic concern for the tourism sector is to retain customers during Covid-19 time. In this regard, it is important to examine the role of social media marketing and destination to develop brand love and loyalty which lead to sustainable competitive advantage. This study used a cross-sectional research design and a quantitative approach to collect data from the respondents. The data were collected from the customers of hotels in UAE. 450 respondents were approached by convenience sampling. The response rate of this study was 55.9 percent. For the analysis of the collected data, PLS-SEM was used. The results of the study support the proposed hypotheses. Besides, the mediating role of brand love and loyalty was also supported.","PeriodicalId":256713,"journal":{"name":"2022 International Arab Conference on Information Technology (ACIT)","volume":"25 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2022-11-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"23","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"2022 International Arab Conference on Information Technology (ACIT)","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1109/ACIT57182.2022.9994189","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 23
Abstract
The basic concern for the tourism sector is to retain customers during Covid-19 time. In this regard, it is important to examine the role of social media marketing and destination to develop brand love and loyalty which lead to sustainable competitive advantage. This study used a cross-sectional research design and a quantitative approach to collect data from the respondents. The data were collected from the customers of hotels in UAE. 450 respondents were approached by convenience sampling. The response rate of this study was 55.9 percent. For the analysis of the collected data, PLS-SEM was used. The results of the study support the proposed hypotheses. Besides, the mediating role of brand love and loyalty was also supported.
京公网安备 11010802042870号
京ICP备2023020795号-1
分享
求助内容：
应助结果提醒方式：
扫码关注我们
