Social Media Utilisation and Business Performance of Hotels in Lebanon: Exploring the Moderating Effects of Hotel Classification

Firas Mohamad Halawani, Patrick C.H. Soh, Yahya Mohamad Halawani

Source Title: Research Anthology on Social Media Advertising and Building Consumer Relationships

ISBN13: 9781668462874|ISBN10: 1668462877|EISBN13: 9781668462881

DOI: 10.4018/978-1-6684-6287-4.ch067

MLA

Halawani, Firas Mohamad, et al. "Social Media Utilisation and Business Performance of Hotels in Lebanon: Exploring the Moderating Effects of Hotel Classification." Research Anthology on Social Media Advertising and Building Consumer Relationships, edited by Information Resources Management Association, IGI Global, 2022, pp. 1265-1284. https://doi.org/10.4018/978-1-6684-6287-4.ch067

APA

Halawani, F. M., Soh, P. C., & Halawani, Y. M. (2022). Social Media Utilisation and Business Performance of Hotels in Lebanon: Exploring the Moderating Effects of Hotel Classification. In I. Management Association (Ed.), Research Anthology on Social Media Advertising and Building Consumer Relationships (pp. 1265-1284). IGI Global. https://doi.org/10.4018/978-1-6684-6287-4.ch067

Chicago

Halawani, Firas Mohamad, Patrick C.H. Soh, and Yahya Mohamad Halawani. "Social Media Utilisation and Business Performance of Hotels in Lebanon: Exploring the Moderating Effects of Hotel Classification." In Research Anthology on Social Media Advertising and Building Consumer Relationships, edited by Information Resources Management Association, 1265-1284. Hershey, PA: IGI Global, 2022. https://doi.org/10.4018/978-1-6684-6287-4.ch067

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Abstract

Several studies on social media from a users' perspective have been conducted. However, less attention has been paid to the effect of social media on organization performance, particularly among hotels. The aim of the study is to investigate the effect of social media on hotels' business performance as well as assessing the moderating effect of the hotel classification. In this study, a structural equation modelling method has been used for data analysis. The survey data was gathered from a sample of 146 hotels in Lebanon. Data analysis results demonstrate a positive and significant relationship between social media characteristics (visibility and association but not editability) on hotel business performance. The findings present valuable implications for hotel managers to direct their social media strategy and to capitalize on the possible benefits of social media to increase the business performance of hotels. In addition, the findings could also provide useful insights into other business sectors that have the intention to invest in social media.