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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:
السياحة المصرية | مواقع التواصل الاجتماعي | العلامة التجارية | خدمات الضيافة
كلمات المؤلف المفتاحية:
Hashtag | SNS Advertising | Brand Loyalty | Customer Engagement | Tourism and Hospitality
رابط المحتوى:

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المستخلص: 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.
ISSN: 2314-7024

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