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Title: | 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 |
Authors: | Mi Mi Khin |
Keywords: | Social Media Platforms Social Media Activities Influencer Marketing Activities Brand Awareness |
Issue Date: | 2024 |
Publisher: | Bangkok University |
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. |
Description: | Thesis (M.B.A.)--Graduate School, Bangkok University, 2023 |
Advisor(s): | Nisit Manotungvorapun |
URI: | http://dspace.bu.ac.th/jspui/handle/123456789/5784 |
Appears in Collections: | Theses Theses
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