Impact of Motivations to Generate User-Generated Content on Purchasing Decisions of Consumers of Hospitality Industry in Pakistan

Mémoire de Maîtrise , 2014 , 95 Pages , Note: 3.7

Gestion d'entreprise - marketing en ligne et marketing hors ligne

Social networking has become a vital component of the current era which is not only being utilized by the public but also the corporate sector is using it for marketing purposes. The success of social web as a marketing tool is because of its enormous usage and it bears minimum cost to the firms. Over the past few decades the use of personal computers and laptops has increased dramatically. Moreover the use of Internet and the social websites is progressing among the users. Different business companies are taking the advantage of this trend and are using social network as a vehicle to reach millions of their customers and repeat buyers. For industry such as hospitality industry where it is extremely important to stay in touch with customers constantly and provide them latest updates regarding the services, social networking sites are being considered one of the most effective and efficient tool. However the corporate firms are not utilizing this platform to its maximum level and there is still lot more potential that has to explored and understood. The purpose of this study is to evaluate the effect of the customer/user generated advertisement on the hospitality industry and analyze the different marketing strategies being implemented by the organizations to reach masses of their customers. The paper will explain the factors influencing the consumer’s purchase intention and brand loyalty.
The objective of the research paper is not only to calculate the number of hospitality firms using the social network actively but analyze the different sectors and functions of the social media being implemented by the industry for advertisement. The research paper also explains the advantage of using the social networking sites for advertisement as compared to the traditional advertising. The study will reveal which consumers are our most profitable segment which we need to go for. The study will explain the factors which are considered most important by consumers and hence the industry should focus its marketing efforts on these factors.

Inhaltsverzeichnis (Table of Contents)

• Chapter 1: Introduction
• Purpose of Study
• Significance of Study
• Problem Statement
• Definition of Terms
• Chapter 2: Literature Review
• E-commerce
• Web 2.0
• Online Community
• Online Shopping
• Consumer Behavior
• User Generated Content
• Social Networking Sites
• Word of Mouth Communication
• Theoretical Framework
• Chapter 3: Research Methodology
• Variables Involved
• Hypothesis
• Survey Instrument
• Chapter 4: Data Analysis
• Chapter 5: Conclusion
• Findings
• Practical Implications
• Recommendations for Further Study
• Limitations

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This research paper investigates the impact of user-generated content (UGC) on purchasing decisions in the hospitality industry in Pakistan. The study examines the role of social networking sites as a marketing tool and analyzes the factors influencing consumer behavior and brand loyalty in this context.

• The impact of UGC on consumer purchasing decisions in the hospitality industry.
• The effectiveness of social media marketing strategies in the hospitality industry.
• The relationship between UGC and consumer trust and brand loyalty.
• The factors influencing consumer decision-making in the context of online hospitality services.
• The potential of social media to enhance customer engagement and satisfaction in the hospitality industry.

Zusammenfassung der Kapitel (Chapter Summaries)

Chapter 1 provides an introduction to the research topic, outlining the purpose, significance, problem statement, and key definitions related to the study. Chapter 2 delves into a comprehensive literature review exploring relevant concepts such as e-commerce, Web 2.0, online communities, online shopping, consumer behavior, user-generated content, social networking sites, and word-of-mouth communication. It also presents the theoretical framework underpinning the research. Chapter 3 outlines the research methodology employed, including the variables investigated, the hypothesis developed, and the survey instrument used to collect data. Chapter 4 analyzes the data collected from the respondents using SPSS software. Finally, Chapter 5 summarizes the findings of the study, highlighting the practical implications, recommendations for further research, and limitations of the study.

Schlüsselwörter (Keywords)

The main keywords and focus topics of this research include user-generated content (UGC), social media marketing, consumer behavior, hospitality industry, brand loyalty, purchasing decisions, online marketing, and Pakistan.

• Université: Lovely Professional University, Punjab (IBIT)
• Cours: marketing
• Note: 3.7
• Auteur: Umair Tahir (Auteur)
• Année de publication: 2014
• Pages: 95
• N° de catalogue: V299074
• ISBN (ebook): 9783656960119
• ISBN (Livre): 9783656960126
• Langue: anglais
• mots-clé: Social marketing, eWOM, User generated content, social media