Hashtag Power through SNS Advertising: Achieving Brand Loyalty based on Customer Engagement within the Egyptian Tourism and Hospitality Market
| المصدر: | المجلة العلمية لكلية السياحة والفنادق |
|---|---|
| الناشر: | جامعة الإسكندرية - كلية السياحة والفنادق |
| المؤلف الرئيسي: | Dar, Hesham (Author) |
| مؤلفين آخرين: | Abdelfattah, Sara Ahmed (Co-Author) , Magdy, Ahmed (Co-Author) |
| المجلد/العدد: | ع21, الإصدار1 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2024
|
| الشهر: | يونيو |
| الصفحات: | 275 - 290 |
| ISSN: |
2314-7024 |
| رقم MD: | 1484054 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | HumanIndex |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Hashtag | SNS Advertising | Brand Loyalty | Customer Engagement | Tourism and Hospitality
|
| رابط المحتوى: |
الناشر لهذه المادة لم يسمح بإتاحتها. |
| LEADER | 02793nam a22002417a 4500 | ||
|---|---|---|---|
| 001 | 2227511 | ||
| 041 | |a eng | ||
| 044 | |b مصر | ||
| 100 | |9 653402 |a Dar, Hesham |e Author | ||
| 245 | |a Hashtag Power through SNS Advertising: |b Achieving Brand Loyalty based on Customer Engagement within the Egyptian Tourism and Hospitality Market | ||
| 260 | |b جامعة الإسكندرية - كلية السياحة والفنادق |c 2024 |g يونيو | ||
| 300 | |a 275 - 290 | ||
| 336 | |a بحوث ومقالات |b Article | ||
| 520 | |b Universally, Over 60 % of people use social media platforms daily, which reflect the role of social media "reach" that organizations could have when launching a social media campaign. Including a hashtag in social media campaigns is an approach to increasing reach, as using hashtags helps increase social media audience and interaction. Hence, this paper aims to investigate the power of hashtags to boost hospitality and tourism services, especially after the dominance of social network services (SNS) in digital marketing during the last decade. In addition, the paper aims to explore the role of hashtags in achieving customer loyalty for tourism and hospitality organizations based on their engagement with the hashtag. Using the questionnaire form as a data collection tool, the research sample includes potential customers who use SNS to decide whether to use specific tourism and hostility services within the Egyptian market. All hypotheses were tested via PLS structural equation modeling. The research findings help tourism and hospitality organizations boost marketing campaigns via SNS and achieve more reach for their marketing campaigns. In addition, the research focuses on exposing the awareness of hashtag value to make marketing more reachable by customers. The research focuses on one of the most successful marketing approaches, which is widely used and achieves high reach percentages that reflect more customer engagement and loyalty. | ||
| 653 | |a السياحة المصرية |a مواقع التواصل الاجتماعي |a العلامة التجارية |a خدمات الضيافة | ||
| 692 | |b Hashtag |b SNS Advertising |b Brand Loyalty |b Customer Engagement |b Tourism and Hospitality | ||
| 700 | |9 787444 |a Abdelfattah, Sara Ahmed |e Co-Author | ||
| 700 | |9 787446 |a Magdy, Ahmed |e Co-Author | ||
| 773 | |4 العلوم الإنسانية ، متعددة التخصصات |6 Humanities, Multidisciplinary |c 014 |e Journal of The Faculty of Tourism and Hotels |f Al-Mağallah Al-ʿilmiyyaẗ Li Kulliyyaẗ Al- Siyaḥah wa Al-Fanādiq |l 001 |m ع21, الإصدار1 |o 2045 |s المجلة العلمية لكلية السياحة والفنادق |v 021 |x 2314-7024 | ||
| 856 | |u 2045-021-001-014.pdf | ||
| 930 | |d n |p y |q n | ||
| 995 | |a HumanIndex | ||
| 999 | |c 1484054 |d 1484054 | ||
عناصر مشابهة
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بواسطة: الخطيب، علا علي منشور: (2019) -
The Effect of Culinary Tourism Experience on Customer-Based Brand Equity in the Egyptian Tourism Destination
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The Impact of Online Communities-Based Social Customer Relationship Management (S-CRM) on Customer Loyalty and Brand Image on Hotels
بواسطة: أحمد، ياسر إبراهيم منشور: (2021) -
Impact of Social Media Marketing on Brand Loyalty in Lifestyle Category Products: Mediating Role of Customer Experience
بواسطة: حبيب، سفيان منشور: (2022)
