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: Journal of Global Information Management (JGIM)28(3)

ISSN: 1062-7375|EISSN: 1533-7995|EISBN13: 9781799804123|DOI: 10.4018/JGIM.2020070104

MLA

Halawani, Firas Mohamad, et al. "Social Media Utilisation and Business Performance of Hotels in Lebanon: Exploring the Moderating Effects of Hotel Classification." JGIM vol.28, no.3 2020: pp.58-76. http://doi.org/10.4018/JGIM.2020070104

APA

Halawani, F. M., Soh, P. C., & Halawani, Y. M. (2020). Social Media Utilisation and Business Performance of Hotels in Lebanon: Exploring the Moderating Effects of Hotel Classification. Journal of Global Information Management (JGIM), 28(3), 58-76. http://doi.org/10.4018/JGIM.2020070104

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," Journal of Global Information Management (JGIM) 28, no.3: 58-76. http://doi.org/10.4018/JGIM.2020070104

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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.