The impact of social media marketing on customer purchase intention : a study of the hospitality industry in Malaysia

Abstract

There are various platforms provided by the social media networks such as Facebook, YouTube, LinkedIn, Instagram and Twitter to the marketing of products and services for the hospitality industry. Hospitality industry can use social media to engage customers and clients in dialogue and recognize their needs. Through these social media platforms, customers engage on social media, in order to interact with individuals through online communities, to create content and to connect with different users. This study examines the factors that influence the planned behavior towards customers’ intention to purchase the hospitality industry products and services in Malaysia. Primary data was collected by distributing a self-administrated questionnaire in Klang Valley, Malaysia of which 295 were valid for analysis. SPSS was utilized to analyze the collected data and conclude the constructs’ reliability, exploratory factor analysis (EFA) and multiple regression analysis were also performed and determined that attitude, subjective norm, perceived behavioral control, and social media marketing significantly and positively influence customers’ intention to purchase the hospitality industry products and services in Malaysia.