IDEAS home Printed from https://ideas.repec.org/a/sae/sagope/v13y2023i2p21582440231181433.html
   My bibliography  Save this article

The Influence of Social Marketing Drives on Brand Loyalty via the Customer Satisfaction as a Mediating Factor in Travel and Tourism Offices

Author

Listed:
  • Rand Al-Dmour
  • Ola H. Alkhatib
  • Hani Al-Dmour
  • Eatedal Basheer Amin

Abstract

This study analyzed the impact of various aspects of social media marketing (beneficial promotions, relevant content, popular content, and presence on multiple platforms) on brand loyalty through the mediating factor of customer satisfaction in travel and tourism offices in Jordan. The study’s sample consisted of 350 followers of at least one travel and tourism office on social media, with a response rate of 86% obtained via a self-administered questionnaire. The results supported the significance of social media marketing drives on brand loyalty, with customer satisfaction playing a crucial mediating role. All the factors that engage customers in social media marketing (i.e., beneficial promotions, relevant content, popular content, and presence on multiple platforms) were found to have a simultaneous impact on brand loyalty. This study is the first of its kind in the Jordanian business setting to examine the effect of social media marketing on brand loyalty through customer satisfaction. Most prior research in this field has been conducted in Western countries.

Suggested Citation

  • Rand Al-Dmour & Ola H. Alkhatib & Hani Al-Dmour & Eatedal Basheer Amin, 2023. "The Influence of Social Marketing Drives on Brand Loyalty via the Customer Satisfaction as a Mediating Factor in Travel and Tourism Offices," SAGE Open, , vol. 13(2), pages 21582440231, June.
    • Handle: RePEc:sae:sagope:v:13:y:2023:i:2:p:21582440231181433
    DOI: 10.1177/21582440231181433
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/21582440231181433
    Download Restriction: no
    File URL: https://libkey.io/10.1177/21582440231181433?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Mingming Cheng & Deborah Edwards, 2015. "Social media in tourism: a visual analytic approach," Current Issues in Tourism, Taylor & Francis Journals, vol. 18(11), pages 1080-1087, November.
    2. Kawaljeet Kaur Kapoor & Kuttimani Tamilmani & Nripendra P. Rana & Pushp Patil & Yogesh K. Dwivedi & Sridhar Nerur, 2018. "Advances in Social Media Research: Past, Present and Future," Information Systems Frontiers, Springer, vol. 20(3), pages 531-558, June.
    3. Simplice Asongu & Nicholas M. Odhiambo, 2019. "Tourism and social media in the world: an empirical investigation," Journal of Economic Studies, Emerald Group Publishing Limited, vol. 46(7), pages 1319-1331, November.
    4. El-Adly, Mohammed Ismail, 2019. "Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 322-332.
    5. Tsu-Ming Yeh & Shun-Hsing Chen & Tsen-Fei Chen, 2019. "The Relationships among Experiential Marketing, Service Innovation, and Customer Satisfaction—A Case Study of Tourism Factories in Taiwan," Sustainability, MDPI, vol. 11(4), pages 1-12, February.
    6. Xiang, Li & Zheng, Xiabing & Lee, Matthew K.O. & Zhao, Dingtao, 2016. "Exploring consumers’ impulse buying behavior on social commerce platform: The role of parasocial interaction," International Journal of Information Management, Elsevier, vol. 36(3), pages 333-347.
    7. Amir Mehrabi & Hossein Islami & Mojtaba Aghajani, 2014. "The Effect of Social Media Marketing on Customers’ Brand Loyalty," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 4(8), pages 480-495, August.
    8. Harrigan, Paul & Evers, Uwana & Miles, Morgan & Daly, Timothy, 2017. "Customer engagement with tourism social media brands," Tourism Management, Elsevier, vol. 59(C), pages 597-609.
    9. Rahim A. Ganiyu, 2017. "Customer Satisfaction And Loyalty: A Study Of Interrelationships And Effects In Nigerian Domestic Airline Industry," Oradea Journal of Business and Economics, University of Oradea, Faculty of Economics, vol. 2(1), pages 7-20, March.
    10. Seo, Eun-Ju & Park, Jin-Woo, 2018. "A study on the effects of social media marketing activities on brand equity and customer response in the airline industry," Journal of Air Transport Management, Elsevier, vol. 66(C), pages 36-41.
    11. Murphy, Hilary Catherine & Chen, Meng-Mei & Cossutta, Mathieu, 2016. "An investigation of multiple devices and information sources used in the hotel booking process," Tourism Management, Elsevier, vol. 52(C), pages 44-51.
    12. Fang, Shujie & Zhang, Chun & Li, Yaoqi, 2020. "Physical attractiveness of service employees and customer engagement in tourism industry," Annals of Tourism Research, Elsevier, vol. 80(C).
    13. Almeida-Santana, Arminda & Moreno-Gil, Sergio, 2018. "Understanding tourism loyalty: Horizontal vs. destination loyalty," Tourism Management, Elsevier, vol. 65(C), pages 245-255.
    14. Kim, Angella J. & Ko, Eunju, 2012. "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand," Journal of Business Research, Elsevier, vol. 65(10), pages 1480-1486.
    15. Gil Appel & Lauren Grewal & Rhonda Hadi & Andrew T. Stephen, 2020. "The future of social media in marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 79-95, January.
    16. Arif Anjum & V. S. More & Arsalan Mujahid Ghouri, 2012. "Social Media Marketing: A Paradigm Shift in Business," International Journal of Economics, Business and Management Studies, Online Science Publishing, vol. 1(3), pages 96-103.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Khoirina Kencana Ningrum & Ratna Roostika, 2021. "The influence of social media marketing activities on consumer engagement and brand knowledge in the culinary business in Indonesia," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(5), pages 34-45, July.
    2. Khan, Imran, 2022. "Do brands’ social media marketing activities matter? A moderation analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    3. Ghouri, Arsalan Mujahid & Mani, Venkatesh & Haq, Mirza Amin ul & Kamble, Sachin S., 2022. "The micro foundations of social media use: Artificial intelligence integrated routine model," Journal of Business Research, Elsevier, vol. 144(C), pages 80-92.
    4. Amel Pintol & Nereida Hadziahmetovic, 2023. "The Mediating Role of Brand Trust in Social Media Marketing Activities and Brand Equity Relationship: Case of Bottled Water Brands in the Market of Bosnia and Herzegovina," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 9(1), pages 5-20.
    5. Prados-Peña, Mª Belén & Crespo-Almendros, Esmeralda & Porcu, Lucía, 2022. "COVID-19 and social media communication strategies: A comparative study of the effectiveness of Facebook posts during the lockdown and the “new normal†in the airline industry," Journal of Air Transport Management, Elsevier, vol. 103(C).
    6. Abdulla H. Fetais & Raed S. Algharabat & Abdullah Aljafari & Nripendra P. Rana, 2023. "Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands," Information Systems Frontiers, Springer, vol. 25(2), pages 795-817, April.
    7. Zobi Khan & Yongzhong Yang & Mohsin Shafi & Ruo Yang, 2019. "Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis," Sustainability, MDPI, vol. 11(19), pages 1-19, September.
    8. Syed Zeeshan Zahoor & A. M. Shah, 2024. "Impact of Social Media on Users’ Complex Buying Behaviour: Analysing the Mediating Effect of Perception and Moderating Effect of Extended Social Media Usage," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 49(1), pages 119-148, February.
    9. Blend Ibrahim & Ahmad Aljarah & Dima Sawaftah, 2021. "Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism," Sustainability, MDPI, vol. 13(4), pages 1-15, February.
    10. Ala Shakeeb Awad & Ahmet Ertugan & Ayshe Hyusein, 2022. "Mode of Collaboration between the Pharmaceutical Firms and Pharmacists: An Empirical Investigation of Social Media Marketing Activities," Sustainability, MDPI, vol. 14(20), pages 1-14, October.
    11. Untung Rahardja & Tanaporn Hongsuchon & Taqwa Hariguna & Athapol Ruangkanjanases, 2021. "Understanding Impact Sustainable Intention of S-Commerce Activities: The Role of Customer Experiences, Perceived Value, and Mediation of Relationship Quality," Sustainability, MDPI, vol. 13(20), pages 1-20, October.
    12. Huseyin Arasli & Maryam Abdullahi & Tugrul Gunay, 2021. "Social Media as a Destination Marketing Tool for a Sustainable Heritage Festival in Nigeria: A Moderated Mediation Study," Sustainability, MDPI, vol. 13(11), pages 1-27, May.
    13. Cheung, Millissa F.Y. & To, W.M., 2021. "Effect of customer involvement on co-creation of services: A moderated mediation model," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    14. Ardy Wibowo & Shih-Chih Chen & Uraiporn Wiangin & Yin Ma & Athapol Ruangkanjanases, 2020. "Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience," Sustainability, MDPI, vol. 13(1), pages 1-18, December.
    15. Algharabat, Raed & Rana, Nripendra P. & Alalwan, Ali Abdallah & Baabdullah, Abdullah & Gupta, Ashish, 2020. "Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    16. N.M. Odhiambo & T. Saungweme, 2021. "Does International Tourism Spur International Trade in SSA Countries? A Dynamic Panel Data Analysis," Working Papers AESRI-2021-08, African Economic and Social Research Institute (AESRI), revised Nov 2021.
    17. Soo-Cheng Chuah & Azitadoly Mohd Arifin & Mohammad Nazreen Mayaddin & Mohd Farez Othman, 2023. "Impact of Social Media Marketing Activities on Online Purchase Intention for the Cosmetic Industry in Malaysia," Information Management and Business Review, AMH International, vol. 15(1), pages 106-113.
    18. Wang, Huanzhang & Ko, Eunju & Woodside, Arch & Yu, Jihye, 2021. "SNS marketing activities as a sustainable competitive advantage and traditional market equity," Journal of Business Research, Elsevier, vol. 130(C), pages 378-383.
    19. Chikaodili Peace ONUORAH & Obinna Christian OJIAKU & Moses Chigbata OLISE, 2022. "Effect Of Social Media Marketing On Customer Brand Engagement In The Banking Industry: Evidence From An Emerging Economy," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 125-140, November.
    20. Ethan, Amelia, 2023. "The Effects of Social Media Marketing on Customer’s Purchase Intention; a Moderated Mediation Model from Apparel Industry of Pakistan," OSF Preprints 4dv2s, Center for Open Science.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:sagope:v:13:y:2023:i:2:p:21582440231181433. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.