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

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 exami...

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Main Authors: Ngelambong, A., Omar, M.W., Azmi, A., Anuar, J., Zainol, N.
Format: Conference or Workshop Item
Language:English
Published: 2014
Subjects:
G Geography (General)
Online Access:http://repo.uum.edu.my/13333/1/50.pdf
http://repo.uum.edu.my/13333/
http://www.thic-uum.com/
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spelling my.uum.repo.133332015-03-08T06:42:49Z http://repo.uum.edu.my/13333/ Exploring consumer-brand relationship value in hospitality brand social networking sites Ngelambong, A. Omar, M.W. Azmi, A. Anuar, J. Zainol, N. G Geography (General) 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. 2014-11-04 Conference or Workshop Item PeerReviewed application/pdf en http://repo.uum.edu.my/13333/1/50.pdf 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. http://www.thic-uum.com/
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutionali Repository
url_provider http://repo.uum.edu.my/
language English
topic G Geography (General)
spellingShingle G Geography (General)
Ngelambong, A.
Omar, M.W.
Azmi, A.
Anuar, J.
Zainol, N.
Exploring consumer-brand relationship value in hospitality brand social networking sites
description 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.
format Conference or Workshop Item
author Ngelambong, A.
Omar, M.W.
Azmi, A.
Anuar, J.
Zainol, N.
author_facet Ngelambong, A.
Omar, M.W.
Azmi, A.
Anuar, J.
Zainol, N.
author_sort Ngelambong, A.
title Exploring consumer-brand relationship value in hospitality brand social networking sites
title_short Exploring consumer-brand relationship value in hospitality brand social networking sites
title_full Exploring consumer-brand relationship value in hospitality brand social networking sites
title_fullStr Exploring consumer-brand relationship value in hospitality brand social networking sites
title_full_unstemmed Exploring consumer-brand relationship value in hospitality brand social networking sites
title_sort exploring consumer-brand relationship value in hospitality brand social networking sites
publishDate 2014
url http://repo.uum.edu.my/13333/1/50.pdf
http://repo.uum.edu.my/13333/
http://www.thic-uum.com/
_version_ 1644281155039526912
score 13.211869

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