The Influence of Social Media Marketing to Gen-Z’s Purchase Intention to Stay in a Hotel
- 10.2991/978-2-494069-83-1_66How to use a DOI?
- Social media marketing; Purchase intention; Gen-Z; Hotel
Social media is getting attention as a new marketing strategy in the digitalize business. Hotels are making benefits of this trend to reach and influence their customers to purchase. The purpose of this research was to find out the influence of social media marketing towards intention to stay in a hotel, particularly for Gen-Z. The social media marketing consists of entertainment, interaction, trendiness, advertisement, customization, and electronic word of mouth (e-WOM). This research applied SmartPLS 3.2.9 as data analysis device. The findings revealed that customization, entertainment, and trendiness have positive influence whilst advertisement, e-WOM and interaction have negative influence towards purchase intention of a hotel. The theoretical framework of the relationships of Social Media Marketing can be implemented in different cases.
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Cite this article
TY - CONF AU - Nyoman Indah Kusuma Dewi AU - I. Wayan Wirga AU - Upayana Wiguna Eka Putra AU - Gede Pradiva Adinigrat AU - Ida Ayu Putri Widiasuari Riyasa PY - 2022 DA - 2022/12/30 TI - The Influence of Social Media Marketing to Gen-Z’s Purchase Intention to Stay in a Hotel BT - Proceedings of the International Conference on Applied Science and Technology on Social Science 2022 (iCAST-SS 2022) PB - Atlantis Press SP - 364 EP - 370 SN - 2352-5398 UR - https://doi.org/10.2991/978-2-494069-83-1_66 DO - 10.2991/978-2-494069-83-1_66 ID - Dewi2022 ER -