HOW TRUST AND SPEED IN SOCIAL MEDIA AND INFORMATION IN CONTENT MARKETING AFFECT CUSTOMER PURCHASE INTENTION IN THE HOTEL INDUSTRY: THE CASE OF MONGOLIA

This study examines how content marketing and social media affect customer purchase intention in the hotel industry. Data that explored content marketing, social media, and customer purchase intention. was collected from customers of selected Mongolian hotels The results indicated that content marketing displays six informational variables that are positively associated with social media. Two social media variables, trust and speed positively influenced customer purchase intention. All six variables of content marketing showed a positive influence on customer purchase intention. Marketers can use these findings to develop better content marketing strategies on social media for the hotel industry, especially in emerging Asian markets. KEYWORDS Social media; content marketing; customer purchase intention; hotel industry: emerging Asian markets
INTRODUCTION Hotels are considered an important economic component in any country. The impact of hotels on the global economy is extremely significant. Worldwide, the hotel and tourism industries encompass 334 [...]