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Full-Text Articles in Business
Self-Image Congruence With Communication Channels And Its Impact On Reward Program Loyalty, Orie Berezan
Self-Image Congruence With Communication Channels And Its Impact On Reward Program Loyalty, Orie Berezan
UNLV Theses, Dissertations, Professional Papers, and Capstones
Loyalty programs have become products in and of themselves. They need to maintain member loyalty in order to survive. It is proposed that communication has a larger impact on program loyalty than previously thought. This study utilizes structural equation modeling (SEM) to evaluate the influence of communication typologies and dimensions on hotel reward program loyalty via self-image congruence, service quality, satisfaction, and trust. Moreover, this dissertation presents a communication identity model, which focuses on promoting hotel reward program loyalty via self-congruence with communication channels.
Newly discovered significant paths were found between: communication style and self-congruence with communication channels; self-congruence with …
The Marketing Effectiveness Of Hotel Facebook Pages: From Perspectives Of Customers And Messages, Xi Yu Leung
The Marketing Effectiveness Of Hotel Facebook Pages: From Perspectives Of Customers And Messages, Xi Yu Leung
UNLV Theses, Dissertations, Professional Papers, and Capstones
In the hotel industry, social media marketing has become a new trend hoteliers are chasing and an increasing number of hotels are using social media to promote their business. However, the marketing effectiveness of social media is still a big challenge in both academic and business world. Since social media marketing is totally different from traditional marketing approaches, traditional marketing theories and practices may not be applicable to social media. Besides, very few studies have examined the effectiveness of social media marketing in the academic world.
Therefore, this study intended to provide an in-depth examination on the marketing effectiveness of …
Analyzing The Effects Of Social Media On The Hospitality Industry, Gaurav Seth
Analyzing The Effects Of Social Media On The Hospitality Industry, Gaurav Seth
UNLV Theses, Dissertations, Professional Papers, and Capstones
Statement of objective
The intent of this study is not to quantify how many hospitality businesses actively use social media, rather it is to explore the areas and functions these businesses use social media for, and understand how consumers perceive these new vehicles of communication. The study will bring out a consumer’s perspective of the advantages of social media over traditional marketing methods.