ROLE OF SOCIAL MEDIA ENGAGEMENT METRICS IN SHAPING CUSTOMER PERCEIVED VALUE AND REVISIT INTENTION IN BUDGET HOTEL SEGMENTS
Background: The social media engagement has become a crucial ingredient of customer perception in the hospitality industry, especially in budget segments where online reviews make a lot of difference in their decision-making. By understanding the impact of engagement metrics on perceived value and revisit intention, hotel managers can gain insights...
By J. Jacquline Martina, S. Senthil Kumar, K. Nazni, K. Subathra
THE IMPACT OF SOCIAL MEDIA ON GENERATION Z CONSUMERS' PURCHASING DECISIONS THROUGH SOCIAL INFLUENCE TRUST MECHANISMS AND PRODUCT PROMOTION
The rapid development of social media commerce has changed online shopping behavior with the incorporation of social interaction, user-generated content, and digital marketing in e-commerce platforms. Social commerce has made Generation Z one of the largest user groups, yet little research has been done on the combined effects of social influence, ...
By Yuyang Wang, S. Senthil Kumar, K. Subathra, Yunchen Liu, P. Infant Raina