The Impact of Social Media Marketing on Consumer Buying Behavior: The Case of Best Western Plus Pearl Addis Hotel, Addis Ababa, Ethiopia
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Date
2023-06
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Addis Ababa University
Abstract
The focus of this research is to examine the impact of social media marketing on consumer buying behavior, specifically in the case of Best Western plus Pearl Addis hotel in Addis Ababa, Ethiopia. A study was conducted using a sample of 120 consumers of accommodations. The study utilized quantitative research through a structured questionnaire. The study use Trust in Information, Vividness, Entertainment content, Interaction, and Concern of Privacy as a key determining factors that influenced consumer purchasing intentions. The results of the study and recommendations for future research are presented. It reveals that Hotel has used social media marketing to promote consumer buying. Statistical analysis presented in chapter four shows a correlation between social media marketing and consumer buying behavior. However, data collected from the study indicates that a significant number of respondents believe that the hotel is not utilizing technology advancements effectively to enhance hotel activities and interaction, particularly in regards to privacy concerns which is negative relation. Therefore, the researcher suggest that as Social media can make additional enables for hotels to interact with visitors in a more intimate way. Hotels can develop a devoted following and establish their brand as a reliable one through interactive posts and compelling content. This may result in more satisfied customers and favorable reviews, which in turn may draw in more customers. Overall, there is no doubt about the advantages of using social media for hotel branding, so it is imperative that international establishments do so
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Keywords
Social Media Marketing, Consumer Buying Behavior