The Impact of Social Media Platforms, Social Media Activities and Influencer Marketing Activities Towards Customers’ Brand Awareness in 5 Stars Hotels in Bangkok During Covid-19 Pandemic

Abstract

This study investigates the impact of social media platforms, social media marketing activities, and influencer marketing activities on customers' brand awareness in 5-star hotels in Bangkok during the COVID-19 pandemic. The study adopted both qualitative and quantitative approach. For qualitative method, this study employed in-depth interviews with executives from two 5 stars hotels namely Brighton Grand Hotel (Bang-na) and Vimarnsamed Resort (Thailand) to obtain understandings on how hotels use social media to promote their businesses. For quantitative method, this study used a survey questionnaire to collect data from foreign customers (English native speakers) who used to stay at least five of 5-star hotels in Bangkok (Marriott Marquis Hotel, ST Regis Hotel, The Siam Hotel, Shangri-la Bangkok and Pullman Hotel) and tourists who have no experience of staying at 5 stars hotels in Bangkok. Then, descriptive statistics and multiple regression analysis were used to analyze the data. The qualitative findings revealed that most respondents used two most effective social media platform Instagram and Facebook for increasing brand awareness during the pandemic. Also, their social media marketing strategies during the pandemic were dictated by Government’s health guidelines for safety and hygiene measures. The study found that the hotels used influencer collaborations by hiring third-party agents during Covid-19 pandemic. By using quantitative method, the study found that social media platforms, social media marketing activities, and influencer marketing activities have a significant impact on customers' brand awareness in 5-star hotels in Bangkok during the Covid- 19 pandemic.