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Exploring consumer-brand relationship value in hospitality brand social networking sites

Ngelambong, A. and Omar, M.W. and Azmi, A. and Anuar, J. and Zainol, N. (2014) Exploring consumer-brand relationship value in hospitality brand social networking sites. In: 2nd Tourism and Hospitality International Conference (THIC 2014), 5-6 November 2014, Langkawi, Malaysia.

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Over the past few years, social networking sites are increasingly popular in the area of relationship marketing.It provides the opportunity for brand marketers to extend relationship with their potential and existing consumers in the virtual environment.Still, little research has been done to examine the value of consumer-brand relationship within the scope of social networking sites.To address this gap, the current study examines the relationship value that consumers perceived as a result of befriending hospitality brand in social networking sites.A qualitative study was conducted with three focus groups involving 10 respondents from six hospitality brand Facebook pages. The results indicated that they are five types of relationship benefits in the consumer-brand relationship value, namely information benefit, social interaction benefit, personal benefit, entertainment benefit and economic benefit.Also, respondents expressed concern over privacy and security issue as the main risk of having a relationship with hospitality brand in social networking sites.This article discusses managerial implications of the findings and suggests improvement for future research.

Item Type: Conference or Workshop Item (Paper)
Additional Information: ISBN:978-983-2078-83-8 Organized by: School of Tourism, Hospitality and Environmental Management, Universiti Utara Malaysia
Uncontrolled Keywords: consumer-brand relationship; perceived relationship value; hospitality brand; brand social networking sites
Subjects: G Geography. Anthropology. Recreation > G Geography (General)
Divisions: College of Law, Government and International Studies
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 08 Mar 2015 06:42
Last Modified: 08 Mar 2015 06:42

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