The Influential Factors of Social Media on Customer Engagement in Kuantan Hotel Patronage

Abstract

This research explores the complex relationship between social media factors and customer engagement in the context of hotel patronage in Kuantan, Malaysia. Given the growing prevalence of social media platforms, hotels may establish and nurture connections with customers by engaging in dynamic interaction and sharing information. The research entails a comprehensive analysis of the social media approaches used by hotels in the area, together with the gathering of customer data among 384 survey respondents to understand patterns of engagement and preferences. The research is driven by a conceptual framework that suggests that customer engagement is influenced by three (3) main factors: (1) the content quality and relevance, (2) personalization and customization, (3) emotional appeal and storytelling. Statistical analyses, such as calculating descriptive statistics for mean and deviation, as well as conducting correlation analysis, will be used to examine the correlations between these factors and customer engagement. Initial results indicate robust and affirmative endorsement of the constructed theoretical framework. This study contributes to the developing comprehension of how social media affects customer engagement in the hotel industry in Kuantan. It provides significant insights for both academics and professionals in developing successful social media strategies to attract more customers.