THE UNIVERSITY OF DANANG

VN-UK INSTITUTE FOR RESEARCH AND EXECUTIVE EDUCATION

DECODING BRAND IMAGE AND CUSTOMER RELATIONSHIPS: HOW SOCIAL MEDIA MARKETING
ACTIVITIES DRIVE PURCHASE INTENTIONS IN DANANG'S 5-STAR HOTELS AND RESORTS

A report submitted to the Faculty of Business and Economics

in partial fulfilment of the requirements for the Internship-based Research Project Module

Institutional Affiliation: VN-UK Institute for Research and Executive Education, the University of Danang
Academic Supervisor: MSc. Nguyen Le Loc Tien
Student Name: Tran Hoang Thao My
Student ID: 20050006

Confidentiality Statement
This document contains confidential information that must not be disclosed to anyone other than the
academic supervisor and the student unless authorised to do so.

February 2025
Table of Contents

DECLARATION OF AUTHENTICITY................................................................................................... V

SYNOPSIS ................................................................................................................................ VI

ABBREVIATIONS.......................................................................................................................... VII

LIST OF TABLES .......................................................................................................................... VIII

LIST OF FIGURES ........................................................................................................................... IX

CHAPTER 1. COMPANY BACKGROUND ......................................................................................... 1

1.1 COMPANY BACKGROUND AND HISTORY ............................................................................................... 1

1.1.1 Company Introduction and History ..................................................................................... 1
1.1.2 Vision and Mission .............................................................................................................. 4
1.1.3 Organisational Structure..................................................................................................... 4
1.1.4 SWOT Analysis .................................................................................................................... 6
1.1.5 Current Market Position ..................................................................................................... 7
1.1.6 Products and Services Offered ............................................................................................ 8
1.2 COMPANY’S CHALLENGE AND RESEARCH IDEA .................................................................................... 13
1.2.1 Identify the Challenges ..................................................................................................... 13
1.2.2 Link Challenges to Broader Trends ................................................................................... 13
1.2.3 Develop a Research Idea ................................................................................................... 14
1.2.4 Explain the Rationale ........................................................................................................ 15
1.2.5 Connect to Company’s Objectives..................................................................................... 16

CHAPTER 2. RESEARCH BACKGROUND AND PROBLEM ................................................................ 17

2.1 INTRODUCTION TO THE RESEARCH TOPIC ........................................................................................... 17

2.2 STATEMENT OF THE PROBLEM .......................................................................................................... 19
2.2.1 Significance of the Problem .............................................................................................. 19
2.2.2 Problem Statement ........................................................................................................... 20
2.3 RESEARCH OBJECTIVES AND RESEARCH QUESTIONS ............................................................................. 20
2.3.1 Research Objectives .......................................................................................................... 20
2.3.2 Research Questions........................................................................................................... 20

CHAPTER 3. LITERATURE REVIEW ............................................................................................... 22

3.1 INTRODUCTION .............................................................................................................................. 22

3.2 REVIEW OF RELATED LITERATURE...................................................................................................... 22
3.2.1 Identifying and Discussing Variables ................................................................................ 22
I
 3.2.1.1 Social Media Marketing Activities (SMMA) ............................................................. 22
3.2.1.2 Customer Brand Relationship (CBR) ......................................................................... 25
3.2.1.3 Brand Image (BI) ...................................................................................................... 26
3.2.1.4 Purchase Intention (PI) ............................................................................................. 27
3.2.2 Linking to Hypotheses ....................................................................................................... 27
3.2.2.1 SMMA, Brand Image ................................................................................................ 27
3.2.2.2 Brand Image, Purchase Intention............................................................................. 27
3.2.2.3 SMMA, Purchase Intention ...................................................................................... 28
3.2.2.4 SMMA, Customer Brand Relationship ...................................................................... 28
3.2.2.5 Customer Brand Relationship, Purchase Intention .................................................. 28
3.2.2.6 Social Media Marketing Activities, Brand Image, Purchase Intention ..................... 29
3.2.2.7 Social Media Marketing Activities, Customer Brand Relationship, Purchase
Intention 29
3.2.3 Critical Analysis ................................................................................................................. 30
3.2.3.1 Strengths of Previous Research ................................................................................ 30
3.2.3.2 Weaknesses & Limitations of Previous Research ..................................................... 30
3.2.3.3 The Gap between Previous Research and This Research ......................................... 30
3.2.4 Building the Framework for Your Research ...................................................................... 31
3.3 CONCEPTUAL FRAMEWORK AND HYPOTHESES .................................................................................... 31
3.3.1 Introduction to the Conceptual Framework...................................................................... 31
3.3.2 Formulating Hypotheses ................................................................................................... 32

CHAPTER 4. RESEARCH DESIGN .................................................................................................. 33

4.1 INTRODUCTION TO METHODOLOGY .................................................................................................. 33

4.2 RESEARCH DESIGN ......................................................................................................................... 33
4.3 DATA COLLECTION METHODS .......................................................................................................... 34
4.3.1 Population and Sample ..................................................................................................... 34
4.3.2 Sampling Techniques ........................................................................................................ 34
4.3.3 Data Collection.................................................................................................................. 35
4.4 MEASURES AND QUESTIONNAIRE DEVELOPMENT ................................................................................ 36
4.5 DATA ANALYSIS PROCEDURES .......................................................................................................... 41

CHAPTER 5. RESULTS AND FINDINGS .......................................................................................... 43

5.1 PRESENTATION OF THE DATA COLLECTED ............................................................................................ 43

5.1.1 Overview of Data Collected .............................................................................................. 43

II
 5.1.2 Data Demographics .......................................................................................................... 43
5.2 DESCRIPTIVE STATISTICS .................................................................................................................. 52
5.2.1 Overview of Descriptive Statistics ..................................................................................... 52
5.2.2 Correlational Matrices ...................................................................................................... 55
5.3 INFERENTIAL ANALYSIS .................................................................................................................... 58
5.3.1 Validity and Reliability Assessment .................................................................................. 58
5.3.2 Cronbach's Alpha .............................................................................................................. 59
5.3.3 Exploratory Factor Analysis (EFA) ..................................................................................... 65
5.3.4 Confirmatory Factor Analysis (CFA) .................................................................................. 68
5.3.4.1 SECOND-ORDER VARIABLES (SMMA) ....................................................................... 69
5.3.4.2 SECOND-ORDER VARIABLES (CBR) ........................................................................... 76
5.3.4.3 OVERALL MODEL ...................................................................................................... 80
5.3.5 Structural Equation Modeling (SEM) ................................................................................ 85
5.4 INTERPRETATION OF RESULTS ........................................................................................................... 87
5.5 SUMMARY OF KEY RESULTS ............................................................................................................. 88
5.6 DISCUSSION OF KEY FINDINGS .......................................................................................................... 89

CHAPTER 6. CONCLUSION AND MANAGERIAL RECOMMENDATIONS ........................................... 91

6.1 CONCLUSION ................................................................................................................................. 91

6.2 IMPLICATION FOR PRACTICE AND RECOMMENDATION FOR YOUR PLACEMENT ORGANISATION ................... 91
6.3 LIMITATIONS OF THE STUDY ............................................................................................................. 92
6.4 RECOMMENDATIONS FOR FUTURE RESEARCH ..................................................................................... 92

REFERENCES ............................................................................................................................... 94

III
ACKNOWLEDGEMENT

I would like to express my deep gratitude to all those who have supported me throughout the
process of conducting this research. First of all, I would like to thank my supervisor, Ms. Loc Tien -
who has provided me with valuable advice, comments and knowledge that have contributed
significantly to the success of this research.

I am also extremely grateful to Furama Resort Danang for creating the conditions for me to conduct
research at this prestigious organization. In particular, I would like to thank the staff who have helped
and advised me on the research paper so that this research paper could be completed.
I would also like to express my sincere thanks to my family and friends who have always supported
and encouraged me throughout the process of conducting this research.

Finally, I would like to express my gratitude to all those who have contributed, directly or indirectly,
to the completion of this research. Your support and contributions have played an important role,
and I am extremely grateful.

Thank you very much.

IV
DECLARATION OF AUTHENTICITY

Student’s Full Name: Tran Hoang Thao My

Student’s ID: 20050006
Title of the course: Internship-based Research Project Course ID: BEB36150
Semester: I Academic Year: 2024 - 2025
Name of Academic Supervisor: MSc. Nguyen Le Loc Tien
Report Title: Decoding Brand Image and Customer Relationships: How Social Media Marketing
Activities Drive Purchase Intentions In Danang's 5-Star Hotels And Resorts

I, hereby, certify that this report represents solely my own work, that no one has written it for me,
that I have not copied another individual’s work, and that all sources I have used have been properly
cited and clearly documented. I agree that my Academic Supervisor can electronically check my work
by using the appropriate software.

Student Signature: Tran Hoang Thao My Date: 14/02/2025

Student Full Name: Tran Hoang Thao My

V
SYNOPSIS

Purpose of the Identify SMMA affecting the Purchase Intention through Brand Image

Research and Customer Brand Relationship in the context of 5-star hotels and
resorts in Danang City

Research Methodology Applying a quantitative method for data collection survey

Study Participants The survey was answered mainly by individuals who have stayed at 5-
star hotels and resorts in Danang City

Sample Size Predicted: 204 respondents

In fact: 184 respondents

Study Period Semester 2024 - 2025

Key Findings or Results This study collected data from 204 participants, of which 184 were
valid samples. The results of the study showed that five out of six
factors of Social Media Marketing Activities contributed to the SMMA
factor. In addition, the study also showed that in the two hypotheses
showing the mediating relationship (Brand Image and Customer Brand
Relationship), only the mediating relationship between SMMA and
Purchase Intention was through Brand Image. In addition, the study
also showed that SMMA had a direct impact on Brand Image and
Purchase Intention. Brand Image also had a direct impact on Purchase
Intention. However, no relationship was found between SMMA,
Customer Brand Relationship and Purchase Intention

Keywords: Social Media Marketing Activities, Brand Image, Customer Brand

Relationship, Purchase Intention, 5-star hotels and resorts, Danang city

VI
ABBREVIATIONS

Include a standard practice for abbreviation lists. Ensure that abbreviations are listed in alphabetical
order for easier reference. Maintain alphabetical order for ease of reference.

CBR Customer Brand Relationship

COM Commitment
CUS Customization
ENT Entertainment
INF Informativeness
INT Interaction
PI Purchase Intention
SAT Satisfaction
SMMA Social Media Marketing Activities
TRD Trendiness
TRU Trust
WOM Word of Mouth

VII
LIST OF TABLES

Table 1: Number Of Room In Resort Area .................................................................................................... 9

Table 2: Number Of Room In Villas Area .................................................................................................... 10

Table 3: The Hypothesis Table ..................................................................................................................... 32

Table 4: The Measurement Scale ................................................................................................................ 41

Table 5: Summary Of Respondents Demographic Characteristic ............................................................. 45

Table 6: Summary Of Respondents’ Habits Characteristic ........................................................................ 49

Table 7: Descriptive Statistics ...................................................................................................................... 54

Table 8: Correlations Matrics ....................................................................................................................... 58

Table 9: The Measurement By Cronbach's Alpha Coefficient ................................................................... 62

Table 10: The Measurement By Cronbach's Alpha Coefficient (Final Version) ........................................ 65

Table 11: Kmo And Bartlett's Test Of Independent Variables .................................................................. 65

Table 12: Rotated Component Matrix ........................................................................................................ 68

Table 13: Regression Weights For Diagram 1 (SMMA) .............................................................................. 70

Table 14: Standardized Regression Weights For Diagram 1 (SMMA) ....................................................... 72

Table 15: Regression Weights For Diagram 2 (SMMA) .............................................................................. 74

Table 16: Standardized Regression Weights For Diagram 2 (SMMA) ....................................................... 75

Table 17: Regression Weights For Diagram 1 (CBR) ................................................................................... 77

Table 18: Standardized Regression Weights For Diagram 1 (CBR)............................................................ 77

Table 19: Regression Weights For Diagram 2 (CBR) ................................................................................... 79

Table 20: Model Fit In CFA ........................................................................................................................... 81

Table 21: Regression Weights: (Group Number 1 - Default Model) ......................................................... 83

Table 22: Standardized Regression Weights: (Group Number 1 - Default Model) .................................. 84

Table 23: Regression Weights: (Group Number 1 - Default Model) ......................................................... 86

Table 24: Standardized Regression Weights: (Group Number 1 - Default Model) .................................. 86

Table 25: Standardized Indirect Effects - Two Tailed Significance (Bc) .................................................... 87

Table 26: Specific Indirect Effects ................................................................................................................ 87

Table 27: Summarize The Impact Relations Between Variables ............................................................... 87

Table 28: Results Of Hypothesis .................................................................................................................. 88

VIII
LIST OF FIGURES

Figure 1: Furama Ariyana Danang Management Organization Chart ................................................. 4

Figure 3: Qr Code For The Form .................................................................................................... 35

Figure 4: Posts On Facebook Groups ............................................................................................. 36

Figure 5: Pie Charts Illustrating Genders, And Age ......................................................................... 45

Figure 6: Pie Charts Illustrating Occupation, And Average Income .................................................. 45

Figure 7: Bar Chart Illustrating “5 Star Hotels And Resorts In Danang They Have Stayed At” ............. 49

Figure 8: Bar Chart Illustrating “Which Social Media They Discover 5-Star Hotel And Resorts In
Danang” ............................................................................................................................... 50

Figure 9: Bar Chart Illustrating “Format Prefer To View In Social Media” ......................................... 51

Figure 10: Bar Chart Illustrating “Types Of Content On Social Media” ............................................. 51

Figure 11: Pie Charts Illustrating “Most Often Go With” ................................................................. 52

Figure 12: CFA Diagram 1 For Second-Order Variable (SMMA)........................................................ 69

Figure 13: CFA Diagram 2 For Second-Order Variable (SMMA)........................................................ 72

Figure 14: CFA Diagram 1 For Second-Order Variable (CBR) ............................................................ 76

Figure 15: CFA Diagram 2 For Second-Order Variable (CBR) ............................................................ 78

Figure 16: CFA For Overall Model ................................................................................................. 80

Figure 18: Structural Equation Modelling (SEM)............................................................................. 86

IX
 CHAPTER 1. COMPANY BACKGROUND

1.1 Company Background and History

1.1.1 Company Introduction and History

Overview

Furama Resort Danang was established in 1997 by Sovico Holdings, under the leadership of
prominent Vietnamese entrepreneurs, Madame Nguyen Thi Phuong Thao and Mr. Ho Hung Anh. As
one of the first five-star resorts in Vietnam, Furama Resort Danang played a significant role in shaping
the hospitality and tourism landscape of Central Vietnam, particularly Danang. Its establishment
marked a turning point for the region, which at the time was relatively unknown in the global tourism
industry. By offering luxurious services and facilities, Furama helped put Danang on the map as an
attractive destination for international travelers.

From its inception, Furama Resort Danang set out to provide not only accommodation but also a
unique blend of cultural experiences, inspired by the rich heritage of Vietnam. The resort’s strategic
location on one of the most beautiful stretches of coastline in Vietnam—on My Khe Beach, known as
one of the world's top beaches—has been integral to its success.

Contact Information:

• 105 Vo Nguyen Giap Street, Khue My Ward, Ngu Hanh Son District, Danang City, Vietnam

• Tel.: 84-236-3847 333/888

• Fax: 84-236-3847 666

• Email: [email protected]

Key milestones

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 • 1997: Opened as the first 5-star resort in Da Nang, marking a breakthrough in Vietnam's
luxury resort tourism industry.

• 2000-2005: Launched Café Indochine restaurant and Don Cipriani's restaurant with a variety
of dishes from Europe to Asia, contributing to raising Furama to become a leading resort in
terms of cuisine.

• 2010: Expanded in scale with luxurious coastal Furama villas, this is considered a step
towards becoming one of the luxury resorts globally.

• 2015: Launched Ariyana Convention Center, expanding the MICE tourism model in Da Nang.

• 2017: Furama was chosen as the venue to host the APEC Summit Week 2017, welcoming
high-ranking leaders from all over the world, raising Furama's position worldwide.

• 2018-2019: Developing sustainable tourism, switching to sustainable materials, reducing

single-use plastics, launching a tree planting project for visitors at Furama.

• 2020: Innovating with staycation packages and applying contactless technology to adapt to
the challenges of the COVID-19 pandemic.

• 2024: Hosting the HorecFex technology event. HorecFex Vietnam 2024 is the first and largest
technology event in the tourism industry held in the coastal city of Da Nang with the
expectation of bringing the latest information on the application of innovative technology in
the operation of hotels, restaurants and food service establishments.

Company history

Furama Resort Danang is known as one of the resorts located on My Khe beach. Furama Resort
Danang was built in 1995 and officially opened in March 1997, becoming the first 5-star resort in
Danang in particular and Vietnam in general. Furama Resort Danang was formed from the idea of two
Australian engineers. When coming to the beautiful beach, the two engineers came up with the idea
of building a 5-star resort, and they sold their idea to Hong Kong billionaire Adrian Fu. This played an
extremely important role in putting Vietnam on the world's luxury resort tourism map.

Furama's architecture is a harmonious combination of traditional Champa cultural beauty with the
luxurious architectural style of the French colonial period. Designed by Australian architectural firm
Denton Corker & Marshall, in collaboration with cultural experts from the Central region and local
architects, Furama has highlighted the modernity of the West while still retaining the profound
beauty of indigenous culture.

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Furama Resort Danang is also known as a culinary resort, where dishes are related to historical and
cultural stories. Examples include seafood and beefsteak buffets enjoyed with famous Champa
dances, or “Vietnamese Copper Tray Meal” with dishes from the three regions of the North, Central
and South. In particular, Tàya House is a newly opened restaurant at Furama, with architectural lines
imbued with the Northwest style, which will bring customers a culinary experience of the people of
the Northwest region. In addition, the resort also serves European cuisine such as the Italian
restaurant - Don Cipriani's restaurant, ... Furama is also famous for its grand events such as the
festive season with the Christmas tree lighting ceremony, the Cabaret party night or the Tet market
imbued with Vietnamese culture. The combination of culture and history into the culinary experience
has brought memorable moments to both domestic and foreign tourists (Tale of A Tourism Symbol of
Danang, 2023).

More prominently, Furama organizes programs with the participation of talented chefs at Furama
and Michelin-starred chefs from France, Korea, and India. These exchanges bring world-class culinary
experiences, while promoting Vietnamese cuisine internationally, receiving attention from the local
community and international media (Tale of A Tourism Symbol of Danang, 2023).

Not only is it an ideal destination for tourists, Furama is also known as a place to host important
international events. In 2006 and 2017, Furama was honored to be chosen as the host for the APEC
event. Furama built the Furama International Convention Palace (ICP) to welcome delegates and
leaders in the APEC Ministerial Meeting (2006) and the Ariyana Danang Convention Center in 2017,
which welcomed 21 heads of state, more than 10,000 international delegates and more than 3,000
journalists in the APEC Vietnam Summit Week 2017. This has helped Furama affirm its position on the
map. These events have contributed significantly to making Danang a prestigious destination on the
international event map. Accordingly, Furama has transformed from a 5-star resort into the Furama -
Ariyana Danang International Tourism Complex with a total area of over 32 hectares, and is
recognized as the largest resort, conference and exhibition center in Vietnam. The complex includes
Furama Resort & Villas Danang, Ariyana Convention Center, and the Ariyana Beach Resort & Suites
Danang project under implementation, with the number of rooms up to 1,400 rooms. The effective
coordination between these facilities has made Danang a diverse destination, meeting the various
needs of tourists, while enhancing the city's tourism status. In addition, the Furama - Ariyana Danang
complex also established the prestigious IBH Academy, providing comprehensive training programs in
tourism, human resource management and practical hotel operations skills. The academy aims to
build a professional leadership team not only for Furama but also for hotels and resorts in Da Nang
and throughout Vietnam.

3
Furama has become an indispensable symbol in the success story of Da Nang on the world tourism
map, and at the same time, it is a testament to the spirit of integration and innovation of Vietnam in
a context full of challenges and opportunities.

1.1.2 Vision and Mission

Our vision:

Furama Resort Danang offers a unique culinary culture, and is a tropical paradise that brings
peace and happiness. Customers experience wonderful feelings, tranquility, balance between
body and spirit, and find love for themselves and those around them.

Our mission:

As a luxury resort next to a beautiful beach, Furama is committed to bringing customers

wonderful experiences with dedicated service, exceeding customers' expectations,
maintaining the leading position in the market and being the focus of the hospitality industry
in Vietnam.

1.1.3 Organisational Structure

Figure 1: Furama Ariyana Danang Management Organization Chart

4
Furama resort Danang's organizational structure is designed to ensure efficient operations and
seamless coordination between all departments. At the heart of this structure is the Executive Office,
surrounded by key departments, each with a different role.

• Accounting

The main job of the accounting department is to manage financial activities, including budgeting,
expense tracking, payroll and compliance with financial regulations.

• Front Office

The front office can be known as the face of the hotel as it is the department that will work directly
with guests, responsible for reservations, check-in and check-out procedures.

• Food & Beverage (F&B) Services

Responsible for ensuring high quality service at the restaurants, bars/lounge and catering events at
Furama.

• Furama Villas

This department focuses on the management of the luxury villas, providing tailored services to meet
the needs of high-end guests seeking privacy and exclusivity.

• Housekeeping

Ensures that all guest rooms, public areas and facilities are maintained to a high standard and provide
a pleasant experience for guests.

• Sales & Marketing

Responsible for promoting Furama's image, building partnerships and building the brand, this
department develops strategies to attract guests to choose Furama.

• Spa & Wellness

Provides health, beauty and relaxation services designed for guests at Furama.

• Sports & Recreation

Manages recreational activities and facilities, ensuring guests have access to a variety of engaging and
engaging experiences during their stay.

• Landscape

Responsible for the maintenance of the resort's gardens and outdoor spaces, contributing to the
overall aesthetic appeal of Furama.
5
 • F&B - Kitchen

Responsible for the preparation of food at Furama's restaurants.

• Engineering

Responsible for the maintenance of Furama's facilities and equipment. This department ensures that
all operations run smoothly and that safety standards are met.

• Security

Responsible for ensuring the safety of guests, and staff by managing risks and responding promptly to
emergencies.

• Human Resources

Responsible for the recruitment, and training of staff, ensuring that all staff have a solid background
in the service industry.

1.1.4 SWOT Analysis

To understand Furama comprehensively, a SWOT analysis will clarify competitive advantages,

limitations that need to be overcome, development opportunities, and challenges in the hospitality
industry.

• Strengths

Furama Resort Danang has left a deep impression on customers with more than 25 years of
experience in the hospitality industry. Furama has built its high-end brand through countless
prestigious awards. In addition, its prime location on the beautiful My Khe beach is also a plus for
Furama. Furama is only 15 minutes drive from Danang International Airport, 3 world cultural
heritages: Hoi An (20 minutes), My Son (90 minutes) and Hue (120 minutes). Moreover, the Ariyana
International Convention Center is considered a milestone to affirm Furama's position in the world
tourism market (Example: APEC2017). Along with that is a series of commitments to carry out
environmentally friendly activities, attracting tourists with environmental awareness, leading the
trend of sustainable tourism.

• Weakness

There are still many customers who give feedback about the limited foreign language skills of the
staff. In addition, most of the guests at Furama are foreigners, so they are easily affected by
fluctuations in global tourism demand. Moreover, because it is a 5-star resort, the prices here are
extremely expensive, making it difficult to reach customers with low incomes. Furama is a classic-

6
style resort, so it will be a bit difficult to compete with competitors in the same segment but with
more modern architecture.

• Opportunities

Vietnam tourism has now shown a significant recovery after the COVID-19 pandemic, which is a sign
that the number of tourists will increase again, and help the resort gain more visitors, generating
income for the resort. In addition, Furama is targeting MICE tourism, with the strength of having the
International Convention Palace (ICP) and Ariyana International Convention Center (ACC), Furama will
have many opportunities to promote MICE tourism in Danang. Furthermore, the trend of health
tourism is also being noticed, building a spa brings opportunities for Furama. With the power of social
networks, Furama has taken advantage of social media and online reviews to strengthen its brand
image, increasing the number of customers who know Furama.

• Threats

Furama needs to compete with both international brands and local luxury resorts in the Danang area.
Because it is located next to the beach, it will be affected every time there is a storm. In addition,
with the fluctuations of the world economy, the decline of the economy will not only affect the
Vietnamese people but also all people in the world. Everyone will consider spending on
entertainment. Often these customer groups will tend to choose other cheaper hotels to save their
budget.

1.1.5 Current Market Position

Furama Resort Danang is the first 5-star beach resort in Vietnam. With a history of up to 27 years of
operation, Furama has established a solid position in the hospitality industry in Vietnam. Furama
Resort made a strong impression when it was the place to welcome and host the APEC 2017 Summit
Week, welcoming major delegates from countries around the world such as President Donald Trump,
and Russian President Vladimir Putin,... Being chosen as the venue for such an important event has
affirmed Furama's critical position in the field of MICE tourism (Meetings, Awards, Conferences, and
Exhibitions). In addition, Furama is also known as a resort with an extremely favorable location when
located on My Khe beach - one of the six most beautiful beaches on the planet voted by Forbes.
Furama is the resort with the shortest and most beautiful direct road to the sea and the most
beautiful sea view among the resorts located on My Khe beach. In addition, with a prime location just
7-minute drive from the airport and three famous cultural heritages of Hoi An, Hue, and My Son,
Furama is always a great choice for tourists visiting Danang.

7
Furama's current position is also reinforced by many other important factors. With a diverse system
of facilities and outstanding culinary quality, Furama stands out from its competitors. The resort
offers everything from luxury villas, and high-end dining services to comprehensive health care
packages, meeting the diverse needs of customers. In addition, Furama is also a pioneer in applying
sustainable initiatives and digital transformation, implementing environmentally friendly practices
such as the tree planting program for visitors at Furama, or signing and using clean food sources from
the Northwest, both creating jobs for the locals and ensuring food safety and hygiene for both
visitors and staff at Furama. Moreover, the resort is also extremely up-to-date in applying modern
technology to serve tourists. These efforts are not only in line with global trends but also attract
tourists who care about the environment and technology. Recent growth trends have further
strengthened Furama's position. The resort has successfully adapted to changes in travel behavior
after the pandemic, attracting domestic guests through staycation packages and expanding health
tourism products. With the spirit of always developing and always innovating, the Ariyana Beach
Resort & Suites project has been and is being implemented to expand this tourist complex, raising
Furama's position to the world. The most prominent event in 2024 is the HorecFex Vietnam 2024
technology event. This is the first time such a large-scale technology event has been held in Vietnam,
helping Furama maintain its leading position in the competitive hotel market in Vietnam. By providing
excellent service and adapting to market trends, Furama continues to affirm its reputation as a
symbol of luxury and innovation in the tourism industry.

1.1.6 Products and Services Offered

Furama Resort Danang is divided into three main areas, each with a different function and
experience:

• The Resorts area with high-class resort services with 198 rooms with pool or garden views,
modern and luxurious equipment, and full facilities for cuisine, spa, entertainment activities

• The Villas area offers private and luxurious space, along with 108 2-4 bedroom villas. Offering
a wide range of amenities including a private kitchen and swimming pool, private butler
service, shuttle service and BBQ party at the villa

• Ariyana Convention Centre, specializing in organizing international conferences and events

with modern facilities, including a flexible grand hall, a long and spacious conference hall and
6 functional meeting rooms with a total capacity of up to 2,500 people

ACCOMMODATION - Resorts

8
With 8 different room types, Furama provides modern rooms fully equipped with free wifi, air
conditioning, a hair dryer, and a minibar, always ready to serve customers.

Category Area(m2) Balcony (m2) Bed type Total rooms

King Twin

Garden Superior 40.1 11.3 17 27 44

Lagoon Superior 40.1 11.3 32 44 76

Garden Deluxe 43.7 11.3 16 16

Ocean Deluxe 43.7 11.3 14 16

Ocean Studio Suite 40.1 11.3 24 16 40

Garden Suite 85.8 24 2 2

Ocean Suite 85.8 24 2 2

Presidential Suites 130 36 2 4

Grand total 198

Table 1: Number of room in resort area

ACCOMMODATION - Villas

Furama offers private relaxing experiences with high-class, luxurious villas with private swimming
pools.

Category Land area(m2) Floor area(m2) Pool(m2)

9
Garden Pool Villas (2 bedrooms) 300 302(2 floors & 1 attic) 35

Garden Pool Villas (3 bedrooms) 330 302(2 floors & 1 attic) 35

Beachfront Pool Villas (3 bedrooms) 850 302(2 floors) 45

Beachfront Pool Villas (4 bedrooms) 850 302(2 floors) 45

Grand total 108

Table 2: Number of room in villas area

CULINARY

Furama Resort Danang prides itself on offering exceptional dining experiences with a variety of
restaurants and lounges, each with its own unique character, extensive menu, and distinct cultural
influences. Named the best culinary resort, these restaurants demonstrate the resort’s dedication to
culinary excellence, combining international flavors with local heritage.

1. Café Indochine restaurant

Opening hours: 18:30 to 22:00

Café Indochine is Furama's main restaurant, designed to evoke the charm of French Indochina. The
restaurant combines Asian and European cuisine, focusing on authentic flavors and fresh, high-quality
ingredients. The restaurant's signature is Furama's famous seafood and beefsteak buffet, with each
buffet serving, customers can enjoy half a lobster prepared according to their preferences. This
restaurant is also the place to organize parties for major holidays such as Christmas or New Year. In
addition, diners can enjoy dishes with a strong Vietnamese flavor with "Vietnamese copper tray
meal" only available at Café Indochine restaurant.

2. Don Cipriani's restaurant

Opening hours:

• Lunch: 11:30 to 14:00

• Dinner: 18:30 to 22:30

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This is a restaurant that specializes in Italian cuisine. This Italian restaurant is a testament to Furama's
commitment to providing global culinary experiences. Don Cipriani focuses on the essence of Italian
cuisine, with dishes that are both romantic and sophisticated. Set amidst a forest of roses, Don
Cipriani's Italian restaurant ensures that guests will experience the feeling of being truly in Italy.
Guests can enjoy handmade pasta, wood-fired pizzas, and fine Italian wines. This restaurant is the
perfect place for romantic dinners or intimate celebrations.

3. Danaksara restaurant

Opening hours:

• Breakfast buffet: 06:30 to 10:30

• À la Carte: 18:30 to 23:00

A restaurant specializing in serving guests in the Villas area. Danaksara acts as a culinary gateway to
the flavors of Central Vietnam, highlighting regional specialties with a modern touch. With its
architectural lines imbued with Champa, this place has completely left an impression on visitors every
time they come here to enjoy dishes imbued with the essence of Central Vietnam. The restaurant's
open and airy design complements the focus on fresh, flavorful dishes, creating a simple yet
sophisticated dining experience.

4. Tàya House restaurant

Opening hours: 18:00 to 22:00

Tàya House is a new restaurant at Furama, aiming to take diners on a cultural journey through the
exquisite cuisine of Vietnam's ethnic minorities, especially inspired by the "Northwest" region. Tàya
House is a place that combines storytelling about ethnic culture and cooking traditions, enriching the
dining experience. The rustic design and quiet setting help diners immerse themselves in the culinary
traditions of the Vietnamese highlands, making this an ideal place for those looking for a unique
cultural experience. The restaurant's signature dish is the vegetarian mushroom hotpot made from
clean vegetables sourced from the Northwest region, combined with rare mushrooms, giving diners
an extremely high-quality and nutritious meal. In addition, every week, Tàya House also organizes
cooking classes for diners at Furama with the aim of promoting and spreading Vietnamese dishes to
the international community.

5. Hai Van Lounge

Opening hours: 08:00 to 02:00 (next day)

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Hai Van Lounge is the main lounge at Furama, offering a relaxing and sophisticated space, perfect for
relaxing with afternoon tea, cocktails, and live entertainment. In Addition to the rich afternoon tea
buffet, there is also live music every weekend evening, guests can enjoy music while watching the
peaceful sunset on My Khe beach, making this an ideal place to relax in the evening.

RECREATION & RELAX

Furama offers both indoor and outdoor activities for adults and children. Ensuring that visitors have a
wonderful experience when choosing Furama Resort Danang as a place to stop and relax

For adults: Furama offers interesting indoor activities such as cocktail and Vietnamese coffee-making
experiences, cooking lessons, handicraft making, and basic Vietnamese language classes. About
outdoor activities, we offer activities such as visiting the Furama farm, cycling, martial arts lessons,
yoga, sports competitions, and beach activities such as SUP, surfing, and kite flying.

Furama offers both indoor and outdoor activities for adults and children. Ensuring that visitors have a
wonderful experience when choosing Furama Resort Danang as a place to stop and relax

For children: this resort has a separate Little Nemo club for children to have fun. Furama also has
cooking classes and handicrafts activities for children to experience. Regarding outdoor activities for
children, Furama has cycling or basic swimming courses and water safety skills

V-SENSES WELLNESS & SPA

• Opening hours: 09:00 to 22:00

• Last booking: 20:30

V-Senses Wellness & Spa is a famous and prestigious spa brand in Vietnam. Located in the tropical
garden of Furama, and the architecture imbued with Champa culture, V-Senses Wellness & Spa never
disappoints visitors when experiencing the services here. With natural methods and ingredients, this
spa focuses on balancing and improving overall physical condition through spiritual, psychological,
and physical activities. Harmoniously combining health care and organic nutrition, along with
balanced exercise programs, V-Senses aims to awaken beauty and health from within.

ADDITIONAL BUSINESSES

Furama also has an ICP conference room, which specializes in providing conference room rental
services with an extremely large capacity of up to 1,000 guests, along with flexible areas for many
types of corporate events. There are also function rooms and smaller spaces suitable for meetings
from 50 to 300 attendees. Souvenir shops in the lobby, casino room, laundry services, airport shuttle,
etc.
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1.2 Company’s Challenge and Research Idea

1.2.1 Identify the Challenges

Furama Resort Danang is facing significant challenges in its marketing strategy. In recent years,
Furama has focused on promoting MICE tourism (Hà, 2024), which has unintentionally made
Furama's social media posts too business-like, with no more resort-oriented posts and images. This
has made Furama a leader in the corporate and event tourism segment but has created an
imbalance, limiting the resort's ability to attract individual travelers, families, and couples looking for
a relaxing resort experience. This imbalance in marketing strategy makes it difficult for Furama to
compete with other resorts in Danang because customers often prioritize introducing their leisure
and wellness tourism services.

Another important issue is that Furama does not have many updated images and videos. Images and
videos capturing the resort’s natural beauty, serene beachfront location, luxurious accommodations,
and entertainment are all outdated and repetitive, causing boredom and lacking the emotional
appeal to attract and resonate with visitors to Danang. This can be easily seen when visiting Furama's
website or social media pages. Regional competitors have invested heavily in engaging photo and
video campaigns and know how to highlight their USPs, giving them a competitive edge in attracting
visitors.

Besides, the fact that Furama has many media channels is also one of the biggest difficulties for this
resort when it cannot handle all the media channels, causing a lack of professionalism and uneven
distribution of information between channels.

1.2.2 Link Challenges to Broader Trends

After the COVID-19 pandemic, content related to safe travel and resort experiences has received
special attention on social media. Short videos, images showing travel experiences, or messages
related to safety have become prominent trends. Along with that, by February 2022, the number of
mobile device users worldwide had reached 7.26 billion, accounting for 91.62% of the global
population, and they spend a lot of time on that per day. This high frequency of use has made social
media one of the leading tools for attracting potential customers. Posts sharing about ideal
destinations, beautiful images, or short videos recording travel experiences all attract a large number
of views on popular platforms such as Instagram, Facebook, TikTok, Twitter, and YouTube.

Understanding the trends in social media usage, the desires of current customers, and developing the
right social media strategies not only helps hotels attract potential customers but also facilitates
building long-term relationships with customers through the brand. This is an important factor
13
contributing to the recovery and development of the hotel industry in the post-pandemic period until
now (CiHMSoffical, 2022).

Because of this, hotels and resorts are facing fierce competition from businesses in the same
industry. With the trend of wanting to travel after a long time at home due to the COVID-19
lockdown, customers tend to look for places with images and videos that are full of wellness, green,
and resort-style. However, as mentioned above, Furama's current problem is that the content on
social media is more business-oriented (for MICE) than relaxed, resort-oriented. This imbalance has
limited Furama's ability to compete with other resorts in Da Nang, which are strongly exploiting the
individual, wellness, and family tourist segments.

In addition, another important problem is that Furama has not invested enough in images and videos,
most of which are reusing old images and videos, making the communication content repetitive,
lacking appeal, and failing to create an emotional connection with customers. Meanwhile,
competitors have invested heavily in professional image communication campaigns, focusing on their
unique competitive advantages, helping to attract a large number of potential customers following
current green and sustainable tourism trends. The lack of new and creative content and new images
not only makes it difficult for Furama to retain customers but also reduces the resort's attractiveness
in the eyes of new tourists.

Furthermore, the dispersion of resources across too many communication channels without unified
management has led to a lack of professionalism and inconsistency in communication messages. In
the context of social networking sites such as Instagram, Facebook, TikTok, Twitter, and YouTube
being increasingly popular globally, promotion on social networking sites is also one of the things that
businesses need to pay attention to. However, overusing the power of social media such as having
too many social media channels makes the distribution of content and the quality of content on each
communication channel different, and this will make customers feel that this business is working
unprofessionally. Instead, focusing on building content and images on certain channels can help
businesses achieve more effective results.

1.2.3 Develop a Research Idea

This study investigates how social media marketing activities influence customers’ purchase intention
in the hospitality industry, especially in 5-star hotels and resorts.

The study will focus on identifying the key elements of social media marketing, such as
Entertainment, Interaction, Trendiness, Customization, WOM, and Informativeness, and assessing
their impact on customers’ purchase decision-making process.

14
By analyzing the above elements, this study seeks to identify appropriate strategies to attract and
enhance customers’ purchase intention. In addition, this study will investigate whether factors such
as Brand Image, and Customer Brand Relationship elements (Trust, Satisfaction, and Commitment)
mediate the relationship between social media marketing activities and purchase intention.

This study was conducted in the context of the global social media boom, where social media plays a
huge role in influencing customers in the hospitality industry in particular and all industries in
general. In a fiercely competitive environment, providing high-quality services is not enough, but a
strong presence and the right strategy on social media are the factors that help brands stand out and
boost revenue.

Successful businesses are those who know how to take advantage of social media to personalize
experiences, increase recognition, and attract potential customers. In addition, they are not simply
brands with good products and services, but brands that know how to tell their stories on social
media, turning each post, each image, and each video into a memorable experience for customers.
Customers today are not only looking for a place to stay but also looking for a place that they envision
and desire to experience from the first time they approach a brand on social media.

Therefore, this research is not only academic but also has highly practical applications, helping hotels
and resorts optimize their social media marketing strategies, maximize conversion rates, and
maintain a competitive advantage in an increasingly saturated market, especially for this market in
Danang city.

1.2.4 Explain the Rationale

This study was conducted to address a pressing challenge facing hospitality businesses: how to use
social media marketing to influence customer purchase intentions effectively. In a world where the
Internet is growing rapidly, social media has become a key channel to engage consumers and shape
their perceptions. Platforms such as Instagram, Facebook, and TikTok play a vital role in showcasing
destinations, accommodations, and experiences, often driving the purchase decision-making process
of travelers. For hospitality businesses, especially Furama Resort Danang, understanding the
elements of social media marketing that impact purchase intentions is key to staying competitive and
relevant in an increasingly crowded market.

The study will provide important insights into which aspects of social media marketing will most
impact consumer behavior. By identifying strategies that are aligned with the needs of each type of
guest, these findings can help the resort tailor its marketing strategies to ensure that it is attractive
and appealing to guests who choose Furama for their stay.

15
On a broader scale, this study contributes to the growing body of knowledge on marketing and
consumer behavior, particularly in the context of the hospitality industry. The study explores how
Brand Image and Customer Brand Relationship mediate the relationship between social media
activities and purchase intention. By exploring these mediators, the study provides a deeper
understanding of how social media marketing influences customers’ purchase intentions. This deeper
understanding can help other businesses in the industry adopt more customer-centric marketing
strategies that not only attract but also retain loyal customers.

For Furama Resort Danang, this research is important in gaining a competitive advantage in the highly
competitive hospitality market. In addition, this research reinforces the importance of social media as
a strategic tool for growth and innovation in the hospitality industry.

1.2.5 Connect to Company’s Objectives

This study was conducted to analyze how social media marketing activities impact customers’
purchase intentions so that Furama can develop appropriate strategies to enhance its brand image
and attract customers to choose Furama, especially those who come for vacation and tourism
purposes. In addition, these findings can help optimize digital campaigns to increase the number of
booking rates and revenue. Ultimately, this study reinforces Furama’s ability to differentiate itself
from its competitors in the same segment and maintain its leadership position in the hospitality
industry.

16
CHAPTER 2. RESEARCH BACKGROUND AND PROBLEM

2.1 Introduction to the Research Topic

Definition of 5-star hotels and resorts

Hotels and resorts are two completely different concepts. Hotels are usually located in central
locations, near tourist attractions or business areas, providing comfortable and convenient
accommodations for short trips. Meanwhile, resorts are typically located in beautiful or remote
areas, offering a comprehensive experience with many amenities such as spas and golf courses,
which are perfect for relaxation. However, the biggest difference can be seen in hotel and resorts'
amenities. Resorts tend to act as separate destinations with more facilities to explore, while hotels
are often considered simple and comfortable accommodations in one location for travelers looking
for convenient accommodations. In simpler terms, resorts are spacious and luxurious places that
provide travelers with everything they need for their vacation in one place such as spas, fitness
centers, etc (Elphick, 2024).

A hotel is a place that offers overnight accommodation for a fee, with different amenities and
services depending on the type of customer and star rating. For example, a family-friendly hotel will
have a children's play area, while a business hotel will often have meeting rooms and business
facilities. Some hotels may offer a spa and a restaurant. Five-star hotels are the epitome of luxury and
class in the hospitality industry. These hotels provide superior service, maximum comfort, and many
high-end amenities. Standard amenities at a five-star hotel often include turndown service, TVs with
free streaming services, bathrobes, slippers, 24/7 room service, fine dining, concierge, professional
reception, doorman service, spa, gym, and more (Elphick, 2024).

Resorts essentially offer all the amenities of a hotel but are designed to provide a more luxurious
vacation experience. Five-star resorts are often viewed as standalone destinations where guests can
find everything they need for their vacation on-site, including dining, entertainment, shopping, spas,
gyms, and more. Depending on the location, resorts can be specifically designed to cater to a specific
type of experience or activity, such as beach resorts, or eco-resorts, providing a wide variety of
options for travelers (Elphick, 2024).

Overview of hospitality industry in Vietnam

Vietnam’s tourism industry is known as the fast growing tourist destinations in the world. The reason
is the number of tourists choosing to visit Vietnam is developing every year, with its year-round great
climate, vibrant cuisine, rich culture, countless beautiful beaches, many vibrant cities, and stunning
coastlines. In 2024, Vietnam recorded a significant increase in the number of international visitors,
17
reaching a total of 12.6 million, a 3.4-fold increase compared to the year before. According to the
General Statistics Office, South Korea is still the dominant source, followed by China, Taiwan, the
United States, and Japan.

According to research, new hotel construction projects are currently underway in Vietnam aimed at
catering to the luxury travel and lifestyle market, which has helped boost the hospitality industry in
Vietnam. According to the construction database TOPHOTELPROJECTS, Vietnam will receive 253
projects with 88.827 rooms. According to Alexandra Murray, head of Southeast Asia for Hilton Hotels
& Resorts, “Vietnam’s central location in the Asia-Pacific region combined with increased connectivity
to neighboring countries makes it well-positioned to become a popular destination in the coming
years” (L. Linh, 2024).

Overview of hospitality industry in Danang City

In the first eight months of 2024, the number of international visitors to Danang increased by 30% to
2.8 million, and domestic tourism increased by 35.5% to 5 million. These figures translate into
significant revenue growth for the city's accommodation and catering services, reaching nearly 18.3
trillion VND (US$747 million) - an increase of 23.3% over the same period last year (Văn, 2024).
Realizing the potential in Danang, large corporations such as Sun Group, Vin Group, DHC, Alphanam,
TMS Group, BRG Group, Sovico Holdings, Mikazuki... have invested money in the hospitality industry
in this city. This can be easily seen when looking at recent years, the number of high-class hotels and
resorts invested by famous international brands such as Intercontinental, Hyatt, Sheraton, Marriott,...
are all present in Danang (Da Nang is positioning itself as a top global tourism destination through
ongoing efforts, 2024).

The importance of Social Media Marketing Activities in hospitality industry in Vietnam

Social media marketing is known as a popular communication method applied by businesses today
(Insights, 2024) especially social media marketing is considered the core method in all digital
marketing methods in Vietnam (Trang, 2021). In recent years, social media has become an important
tool to convey messages and communicate with people. Many brands also use social media platforms
to interact with their customers, from introducing brand images to buying and selling business
products (Priskila, 2023).

Vietnam has a well-developed internet infrastructure with a high smartphone penetration rate,
leading among developing countries (Oosga, 2023). It is known that more than 79% of Vietnam's
population is using the internet and more than 73.3% of the population is active on social media
platforms (TenMax, 2024). In addition to using popular international platforms such as Facebook and

18
Instagram, Vietnam has also developed domestic applications such as Zalo and Viber, which are
widely used domestically and across Asia. These platforms support messaging and contribute to the
emergence of KOLs and online celebrities, creating a rich and diverse social media ecosystem (Oosga,
2023). This is also the reason why businesses in the hospitality industry choose social media
marketing because it will help businesses easily reach everyone and can build brand image in the
hearts of customers. According to the survey, 94% of medium and large businesses (over 50
employees) and 79% of small businesses (under 50 employees) spend their budget on social media
marketing methods (Trang, 2021). This proves that social media is truly a great place for businesses to
connect and build relationships with customers while building their brand image.

Last October, the Da Nang Department of Tourism organized a seminar focusing on marketing
solutions to attract and expand the tourist market in the hotel sector. During the event, Deputy
Director Nguyen Thi Hoai An emphasized that as the tourism industry is recovering and growing
rapidly, it is more important than ever for businesses to develop and implement effective marketing
strategies (Hoàng, 2024). Director of Savills Hotels, Mr. Mauro Gasparotti, pointed out that the
current trend of the hotel industry in Vietnam is to reposition and innovate brands to upgrade
products and services, thereby maintaining competitiveness in the region and having close
relationships with customers (H. Linh, 2024). Experts at the seminar suggested that accommodation
businesses in Danang should confidently embrace new marketing trends in the hotel industry such as
leveraging the power of social media to market the hotel’s image and story to customers. By applying
these strategies flexibly and creatively, businesses can leave an impression of their brand image in
the minds of customers (Hoàng, 2024).

2.2 Statement of the Problem

2.2.1 Significance of the Problem

The study of Social Media Marketing Activities in the context of five-star hotels and resorts in
Vietnam in general and Da Nang in particular brings important theoretical and practical values.

Theoretically, exploring the impact of SMMA on Brand Image, Customer Brand Relationship, and
Customers' Purchase Intention not only contributes to the development of knowledge about digital
marketing but also fills the research gap in the hospitality sector, one of the industries that have
played an important role in recent years in Vietnam.

Practically, with the increasing number of hotels and resorts, it is inevitable to face fierce competition
and the growing demand of consumers for quality and classy experiences. Especially after the COVID-
19 pandemic, businesses have to find ways to re-attract customers. Previous studies have shown that

19
using SMMA can increase purchase intention, however, previous studies have studied other
industries, and have not studied clearly how SMMA affects Customers' Purchase Intention in the
context of the hospitality industry (Moslehpour et al., 2021; Sharma et al., 2020).

2.2.2 Problem Statement

The problem statement of the following research paper is "How SMMA affects Customers' Purchase
Intention in the context of 5-star hotels and resorts in Danang City". The factors of SMMA are
Entertainment, Trendliness, Customization, Interaction, WOM, and Informativeness. In particular,
through the empirical research model, this study provides a conceptual framework to examine the
factors that are considered to have the potential to influence the intention to start a social enterprise
by considering Brand Image and Customer Brand Relationship as mediating variables, in which the
factors of Customer Brand Relationship are Trust, Satisfaction, and Commitment. Then, the model of
the above factors will provide meaningful information for businesses in the hospitality industry to
come up with reasonable solutions and policies to promote customers' purchase intention, especially
for businesses in Danang.

2.3 Research Objectives and Research Questions

To understand clearly the impact of Social Media Marketing Activities on Customer's Purchase
Intention in the context of 5-star hotels and resorts in Danang, this section will present the main
objectives and research questions of the study.

2.3.1 Research Objectives

1. RO1. Investigating the relationship between Social Media Marketing Activities and
Customers' Purchase Intention in the context of choosing five-star hotels/resorts in Danang
City.
2. RO2. Investigating the mediating roles of Brand Image, and Customer Brand Relationship in
the relationship between Social Media Marketing Activities and Customers' Purchase
Intentions when choosing five-star hotels/resorts in Danang City.
3. RO3. Based on the findings, providing recommendations to optimize Social Media Marketing
Activities to effectively increase customers' purchase intention for 5-star hotels and resorts in
Danang City.

2.3.2 Research Questions

1. RQ1. What specific Social Media Marketing Activities elements influence Customers'
Purchase Intentions to choose five-star hotels and resorts in Danang City?

20
2. RQ2. How do Brand Image, and Customer Brand Relationship mediate the relationship
between Social Media Marketing Activities and Customers' Purchase Intentions?

21
CHAPTER 3. LITERATURE REVIEW

3.1 Introduction

Social media has significantly transformed the way individuals connect, communicate, and consume
information globally (Sharma et al., 2020). Technological advancements have significantly shaped
modern life, revolutionizing sectors such as healthcare, education, transportation, and e-commerce
(Moslehpour et al., 2021; Stock & Seliger, 2016; Younes & Al-Zoubi, 2015). The growth of mobile
commerce in recent years, facilitated by the increasing penetration of smartphones and internet
technology, has transformed the way consumers engage in financial transactions (Chhonker, Verma,
& Kar, 2017; Moslehpour et al., 2021). With millions of users actively engaging on platforms such as
Facebook, Twitter, and YouTube, social media has become a powerful tool for businesses to build
awareness, enhance customer relations, and influence purchase behavior (Ellison, Gibbs, & Weber,
2015; Pham & Gammoh, 2015; Sharma et al., 2020). Social media has emerged as a crucial tool for
businesses to communicate with consumers, deliver marketing messages, and foster consumer
interaction (Moslehpour et al., 2021; Tajudeen, Jaafar, & Ainin, 2018). Moreover, social media
marketing activities have emerged as essential strategies for creating visibility, generating
engagement, and driving sales (Kim & Ko, 2012; Sharma et al., 2020; Yadav & Rahman, 2017) and
enables brands to create collaborative relationships with customers, helping to enhance trust,
satisfaction, and commitment (Sharma et al., 2020).

This research builds on the insights from previous studies to explore the impact of SMMA on
purchase intentions. By analyzing six dimensions of SMMA including entertainment, interaction,
trendiness, customization, word of mouth and informativeness, this research provides theoretical
and practical insights into the factors that affect customer purchase intention, and build brand image,
trust satisfaction and commitment in the five-star hotels and resorts in Danang City context.

3.2 Review of Related Literature

3.2.1 Identifying and Discussing Variables

3.2.1.1 Social Media Marketing Activities (SMMA)

Social media is defined as an online application, platform, or media that makes it easier to interact,
collaborate, or share content (Richter & Koch, 2007). Social media marketing activities have been an
important part of business recently (Felix, Rauschnabel, & Hinsch, 2017) that allows organizations to
communicate with consumers easily and quickly (Seo & Park, 2018). Social media has contributed
innovative elements to online shopping and acts as a vehicle for extra profit, thereby giving a chance

22
to display their products to thousands of probable customers (Sharma et al., 2020). The role of social
media for companies is to build a close relationship and easy access between customers and
companies (Kelly, Kerr, & Drennan, 2010). The relationship between the company, the brand, and
social media is interdependent, intertwined, and interconnected (Sharma et al., 2020) so the impact
of social media on a particular brand is great and leaves a vivid picture in the minds of customers
(Kim & Ko, 2010). Therefore, social media marketing is viewed as a new aspect of corporate
marketing strategy that engages with marketing products, services, information, and ideas through
online social media (Dahnil et al., 2014).

Kim and Ko (2012) conducted a study to determine the customer value enhanced through SMMA in
the context of luxury brands. The model of (Kim & Ko, 2010) describes SMMAs on luxury brands using
five dimensions. Therefore, this study will also evaluate SMMA based on Kim and Ko's five
perspectives as previous studies, including entertainment (ENT), interaction (INT), trendiness (TRD),
customization (CUS), and word of mouth (WOM) as variables rather than dimensions, to provide a
different perspective in this study, using second-order SEM. In addition, the study by Yadav and
Rahman (2017) studied the SMMA components including interactivity (INT), informativeness (INF),
personalization (PER), trendiness (TRD), and WOM. Personalization and Customization are two
variables with the same meaning, so in this study, only one variable from Yadav and Rahman's
research paper is added, which is the informativeness (INF) variable.

Entertainment (ENT)

Entertainment is the result of the fun and play emerging from the social media experience (Agichtein
et al., 2008). According to previous studies, entertainment is a strong motive for social media use
(Kaye, 2012; Muntinga, Moorman, & Smit, 2011; Park, Kee, & Valenzuela, 2009). Moreover, previous
studies show that perceived entertainment value in advertising plays an important role in predicting
consumer response to advertising (Aggarwal & Mittal, 2022; Shin & Lin, 2016). So, entertainment on
social media is a significant component that induces positive emotions, increases participating
behavior, and generates an intention to use it continuously (Zhang & He, 2005).

Interaction (INT)

According to Alsoud et al. (2023) and Kotler et al. (2016), interaction is the process of expressing
opinions or feedback about a particular service or experience. In addition, social media-based
customer dialog is more active than ever (Gallaugher & Ransbotham, 2010), and social media
interaction fundamentally changes communication between brands and customers (Gallaugher &
Ransbotham, 2010; Kaplan & Haenlein, 2010).

23
Social interaction is known to refer to individuals engaging in brand-related social media platforms to
connect with like-minded people, engage with them, and discuss specific products/brands (Aggarwal
& Mittal, 2022; Muntinga, Moorman, & Smit, 2011). It is an important element in content
development across many industries, especially on social media platforms (Alsoud et al., 2023).

Trendliness (TRD)

Trendliness is known to be one of the important elements of social media because it helps customers
access the latest and trendy information about products and brands (Aggarwal & Mittal, 2022).
According to Godey et al. (2016), trendiness is also providing the newest and trendy information
about services.

Consumers more frequently turn to various types of social media to obtain information, as they
perceive them as a more trustworthy source of information (Mangold & Faulds, 2009; Vollmer, 2008).
According to other studies, customers increasingly seek and receive product-related information
through social media platforms because they feel that information from social media platforms is
updated faster (Ashley & Tuten, 2015; Mangold & Faulds, 2009).

Customization (CUS)

The level of customization represents the extent to which a service reflects the demands of
customers to satisfy their tastes (Schmenner, 1986). In addition, customization is also known as the
ability of businesses to meet the specific needs of customers, thereby creating personalized
communication to understand their desires and fulfill those desires (Alsoud et al., 2023; Ullah &
Narain, 2021).

Social media advertising customization has been identified as an important method to improve
marketing effectiveness (Alsoud et al., 2023). Providing individually optimized information generated
by various sources to customers, and this customization is used as a strategy to generate positive
perceived control and customer satisfaction (Ding & Keh, 2016).

Word of mouth (WOM)

WOM is known as a way of sharing positive or negative information related to a brand among
consumers (Aggarwal & Mittal, 2022; Chu & Sung, 2015). Social media associates WOM with online
consumer-to-consumer interactions about brands (Muntinga, Moorman, & Smit, 2011). Social media
creates a favorable environment for WOM to flourish, allowing consumers to easily share and
transmit brand information to friends, colleagues, and acquaintances without any restrictions (Kim &
Ko, 2012; Vollmer, 2008). Consumers tend to search for information and advice from other
consumers when making a purchase decision (Godey et al., 2016).
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Informativeness (INF)

Informative advertising is about providing additional value to consumers, helping them better
understand the products and services being offered (Ducoffe, 1996; Godey et al., 2016).

Before customers decide to buy, they often search for information on the Internet and social media,
relying on comments, reviews, ratings, and product descriptions to make decisions (Aggarwal &
Mittal, 2022; Yadav & Rahman, 2018). Moreover, customers use social media to gain information on
preferred goods with the best price options (Ismail, 2017). From that, companies incorporate social
media in a way that provides accurate information about their goods to customers through social
media (Yadav & Rahman, 2017).

3.2.1.2 Customer Brand Relationship (CBR)

Customers are kings, and the source of sustainability for businesses (Sharma et al., 2020). Hon and
Grunig (1999) and Men and Tsai (2014) argue that the relationship between an organization and its
public is established when the actions of one party affect the other party, creating a state of
interdependence – this is the core element in building a meaningful relationship. In a study of
newspaper readership, Mersey, Malthouse and Calder (2012) suggested that reader engagement
with the news organization plays an important role in fostering and strengthening the close
relationship between the newspaper and its readers. This study will examine the impact of customer-
brand relationships in the context of the hospitality industry.

Previous studies by Men and Tsai (2014) and Ulaga and Eggert (2006), it was shown that the six
dimensions of “trust”, “satisfaction”, “commitment”, “mutual control”, “exchange relationship” and
“community relationship” are suitable for customer brand relationships. However, according to
another study, only “trust”, “satisfaction” and “commitment” are ideal for customer-brand
relationships (Sharma et al., 2020). Therefore, only the above three dimensions will be used for
analysis in this study.

Trust (TRU)

Trust is defined as the desire and confidence of both parties in a relationship that is open to each
other (Sharma et al., 2020). Trust plays an important role for customers because the product cannot
be experienced directly (Haque & Mazumder, 2020; Wibowo et al., 2020). According to previous
studies, online purchases often depend on consumers' trust in the supplier, and it is considered one
of the important issues when choosing to shop on social networks - where there is great uncertainty
due to the lack of direct face-to-face interaction between users (El-Said, 2020; Featherman & Hajli,

25
2016). Besides, trust is also affected by the reputation of the business in social commerce activities
(Yahia, Al-Neama, & Kerbache, 2018).

Satisfaction (SAT)

Customer satisfaction is a comprehensive assessment based on the experience of purchasing and

using a product or service over time (Fornell et al., 1996; Khadka & Maharjan, 2017). Satisfaction can
be an optimistic emotion regarding the other candidate, which they may cherish from positive
anticipation of associations (Hung, 2006; Sharma et al., 2020).

In marketing, customer satisfaction depends on their expectations of how a business delivers its
products and services, and how a business leverages social media and optimizes its online operations
contributes to higher levels of customer satisfaction (Khadka & Maharjan, 2017).

Commitment (COM)

Commitment is when one party in a relationship has the desire and motivation to continue doing
business with the other party (Khadka & Maharjan, 2017). According to Grunig (2000), commitment
proceeds to a specific line of activity on affective commitment referred to as the emotional
relationship to an organization.

Committed customers are necessary to have contact and good ties to businesses (Men & Tsai, 2014).
Furthermore, when businesses focus on improving service quality and exceeding customer
expectations, this not only increases demand for the service but also strengthens customer
commitment to the provider, and they will tend to maintain a long-term relationship with this
business (Grönroos, 1997).

3.2.1.3 Brand Image (BI)

Kotler et al. (2016) and Alsoud et al. (2023) stated that brand image refers to the overall perception
of consumers about a company and its products and services. It also reflects the ideas and thoughts
people associate with the brand from their memory (Keller, 1993). To achieve a positive brand image,
a business can have unique and memorable points to create a link between the brand and consumer
perceptions (Keller, Apéria, & Georgson, 2008).

There have been studies analyzing the role of brand image on consumer behavior in the service
sector (Moslehpour et al., 2021). Companies should focus on building a strong brand image because
loyal customers will stick with the brand, support its growth, and avoid choosing competitors, which
helps the company succeed (Hur, Ahn, & Kim, 2011).

26
3.2.1.4 Purchase Intention (PI)

Purchase intention is a kind of decision-making that is the reason to buy products or services of brand
by customers (Shah et al., 2012). It also refers to how confident a consumer feels about buying a
product or service (Balakrishnan, Dahnil, & Yi, 2014). Moreover, it is closely linked to consumer
behavior, attitudes, and perceptions, which play a role in evaluating and deciding on products
(Mirabi, Akbariyeh, & Tahmasebifard, 2015; Younus, Rasheed, & Zia, 2015). In this study, purchase
intention is understood as the user's ability and willingness to purchase a recommended product and
service after using social media (Choedon & Lee, 2020).

Purchase intention is considered a key predictor of actual buying behavior, providing a better way to
forecast future purchases (Peña-García et al., 2020). It is a behavioral measure used to evaluate
potential buyers who may support a brand, while real buying behavior is linked to customer equity
(Sharma et al., 2020).

3.2.2 Linking to Hypotheses

3.2.2.1 SMMA, Brand Image

Godey et al. (2016) studied the SMMA efforts of luxury brands and received positive results. This
means that when a luxury brand invests heavily in social media marketing strategies, its brand image
will be reinforced and enhanced in the minds of customers. (Seo & Park, 2018) found that a
company’s SMMA has a significant impact on Brand Image. If the airline actively markets on social
media, consumers are more likely to remember or recognize the airline correctly than its
competitors. This proves that social media marketing activities not only help expand brand awareness
but also create a strong and distinct brand image in the minds of customers. This is also completely
consistent with the study of Moslehpour et al. (2021) when this study also showed that SMMA has a
significant impact on Brand Image. Overall, the above studies agree that a social media marketing
strategy can help businesses improve their brand image.

H1: SMMA positively affects Brand Image

3.2.2.2 Brand Image, Purchase Intention

A good brand image will increase consumer loyalty to a brand and enhance consumers’ willingness to
purchase a product (Keller, 1993). A study of online purchase intentions for apparel products showed
that brand image positively influences purchase intentions (Aghekyan-Simonian et al., 2012; Lien et
al., 2015). Specifically, when a fashion brand builds a prestigious, classy and trustworthy image in the
market, customers will feel more secure when shopping online, increasing their purchase intention.

27
Furthermore, the studies of Moslehpour et al. (2021) show that Brand Image also affects Customers'
Purchase Intention.

H2: Brand Image positively affects Purchase Intention

3.2.2.3 SMMA, Purchase Intention

Many studies have shown that SMMA has a positive impact on Purchase Intention. Gautam and
Sharma (2017) study proved that SMMA impacts Purchase Intention in the context of luxury fashion
brands. This shows that when a luxury brand invests heavily in social media marketing strategies,
customers tend to be more engaged, increasing their trust in the brand and thereby improving their
ability to make a purchasing decision. Additionally, a study in the Korean cosmetics market also
demonstrated that SMMA has a positive impact on customers' intention to shop online for cosmetics
(Choedon & Lee, 2020). This also makes perfect sense with the research of Sharma et al. (2020), they
have shown that SMMA is an important factor affecting customers' Purchase Intention in apparel
retailers’ activity in India. Another study also showed that SMMA positively impacts customers'
Purchase Intention when using online applications (Moslehpour et al., 2021).

H3: SMMA positively affects Purchase Intention

3.2.2.4 SMMA, Customer Brand Relationship

Scholars in the field of marketing have emphasized the greater value of fostering long-term
relationships with consumers compared to simply achieving transactional satisfaction (Grönroos,
1997; Gummesson, 2011; Webster Jr, 1992). This reflects that sustainable customer relationships are
seen as key to long-term business success. According to Morgan (1994), relationship marketing
encompasses all efforts aimed at building, enhancing, and sustaining successful relational exchanges.
(Sharma et al., 2020) suggest that marketing managers should prioritize customer engagement
through various brand-related activities on social media platforms to build long-term and strong
relationships with them. From this, it can be seen that SMMA has an impact on the relationship
between businesses and customers.

H4: SMMA positively affects Customer Brand Relationship

3.2.2.5 Customer Brand Relationship, Purchase Intention

According to Sharma et al. (2020), their research revealed that as customers build trust in fashion
brands, they tend to experience greater satisfaction and exhibit stronger commitment to those
brands. This not only helps strengthen the relationship between customers and the brand but also
leads to a higher likelihood of forming purchase intentions. It not only affects customers’ perceptions

28
but also has a direct impact on their shopping behavior. Homburg, Koschate and Hoyer (2006)
explored the relationship between customer satisfaction and willingness to pay, while an earlier
study by Verhoef, Franses and Hoekstra (2002) examined how relational dimensions such as loyalty,
satisfaction, and trust influenced customer referrals and the variety of services purchased, and all
three relational elements significantly impacted customer services purchased.

H5: Customer Brand Relationship positively affects Purchase Intention

3.2.2.6 Social Media Marketing Activities, Brand Image, Purchase Intention

The use of social media marketing activities can help improve brand image. Labrecque et al. (2013)
pointed out that information shared on social media can influence customer behavior and influence
their purchase intention. In addition, social media marketing activities not only helps improve brand
image but also positively affects consumer consumption habits (Alsoud et al., 2023).

There have been many previous studies that have considered brand image as a mediating variable.
For example, according to the research results of Zhang et al. (2019), it shows that brand image has a
strong presence on social media, which not only enhances customer awareness but also improves
brand image in their minds, thereby promoting purchase intention. In addition, brand image is also
considered an important mediating variable in the study of (Men & Tsai, 2014). Moreover, the study
of Wang and Yang (2010) focused on the impact of brand trustworthiness on purchase intention, and
they found that brand trustworthiness has a significant influence on consumers' purchase intention
because when a brand is perceived as trustworthy, customers tend to be more loyal and willing to
make purchase intentions (Holm & Banfalvi, 2021). This can demonstrate that brand image plays a
mediating role in the study.

H6: Brand Image mediates the relationship between Social Media Activities and Purchase Intention

3.2.2.7 Social Media Marketing Activities, Customer Brand Relationship, Purchase Intention

An optimistic attitude along with positive feelings about a product or service can play an important
role in promoting an individual's purchase intention because when customers feel satisfied with the
brand, they tend to trust more and are more willing to make a purchase decision quickly (Kim & Ko,
2012).

Accordingly, previous research has demonstrated that social media marketing activities have a
positive impact on the relationship between customers and brands, thereby leading to purchase
intention (Sharma et al., 2020). This means that when customers have gained trust in a certain brand,
they will feel more satisfied and committed to that brand, thereby increasing purchase intention

29
(Sharma et al., 2020). Therefore, it can be seen that the customer brand relationship plays a
mediating role in the relationship between social media marketing activities and purchase intention.

H7: Customer Brand Relationship mediates the relationship between Social Media Activities and
Purchase Intention

3.2.3 Critical Analysis

3.2.3.1 Strengths of Previous Research

Many previous studies have studied how SMMA factors affect customers' purchase intention
(Moslehpour et al., 2021; Sharma et al., 2020). Most previous studies have emphasized the
importance of the mediating factor between the relationship between SMMA and purchase
intention. For example, according to the research of Moslehpour et al. (2021), it has been shown that
brand image is a factor that strengthens the relationship between SMMA and purchase intention.

3.2.3.2 Weaknesses & Limitations of Previous Research

Previous studies have been conducted in different industries and limited to certain areas, there has
been no in-depth study of the hospitality industry especially in the context of five-star hotels and
resorts in Da Nang City. In addition, previous studies, in each study, only studied a certain mediating
variable, not exploiting many customer aspects as according to the research article of Sharma et al.
(2020), only considered the role of customer-brand relationship factor in the relationship between
SMMA and purchase intention.

3.2.3.3 The Gap between Previous Research and This Research

Although previous studies have provided important theoretical foundations, there are still limitations
and gaps that need to be filled. This shortcoming has led to the urgent need for the current study.
Specifically:

It can be seen that the gap between previous studies and this study lies in the lack of multi-
disciplinary and multi-regional considerations. This will be filled by extending the study to the
hospitality industry, especially in the context of five-star hotels and resorts in Danang City, which is
known as a famous tourist city in Vietnam.

In addition, conducting this research is extremely important, helping businesses in the

accommodation industry better understand how the factors of SMMA affect strongly or weakly
customers' purchase intention, from that, businesses can know which elements need to focus on
investing and optimizing to come up with reasonable strategies and gain a solid foothold in such a
competitive hospitality industry in Danang.

30
Moreover, although previous studies have also studied the mediating effects of brand image and
customer brand relationship (including 3 factors of trust, satisfaction, and commitment), there is still
a need for a general study on the mediating variables to be able to compare brand image and
customer brand relationship, which variable has a more effective mediating effect from SMMA to
purchase intention. This will help businesses have a clearer and more complete view of the impact of
SMMA on customers' purchase intention, especially in the context of 5-star hotels and resorts in
Danang City.

3.2.4 Building the Framework for Your Research

This study builds on the solid theoretical foundation established by previous studies. Previous studies
have studied and explored the relationship between SMMA and Purchase Intention in various
industries and regions, including the hospitality industry. However, no study has explicitly studied it in
the context of 5-star hotels and resorts in Danang City. In addition, previous studies have only
considered the mediating factors of Brand Image and Customer Brand Relationship individually,
which has not presented a clear view of the relationship between SMMA and Purchase Intention.

That is the reason why we have the research gap at the part above and proposed a conceptual
framework to study how SMMA affects Purchase Intention (PI) through the mediating roles of Brand
Image and Customer Brand Relationship. By exploring these mediating relationships, the study
provides a comprehensive perspective on how SMMA affects Purchase Intention in the 5-star hotel
and resort context, especially related to 5-star hotels and resorts in Danang City, which can bring high
practical value to these businesses in building more effective social media marketing strategies.

3.3 Conceptual Framework and Hypotheses

3.3.1 Introduction to the Conceptual Framework

A conceptual framework is a theoretical system used to link elements in a research paper, with the
aim of clarifying the relationship between the research variables and the proposed hypothesis. The
visual model below is designed to illustrate the relationship between variables and hypotheses to
create a clear overview of the research.

31
 Figure 2: Conceptual Framework

3.3.2 Formulating Hypotheses

This study will have a total of 7 hypotheses on the relationship between SMMA and Purchase
Intention. The hypotheses are built on previous studies Moslehpour et al. (2021) and Sharma et
al. (2020) to analyze the impact of SMMA on BI and CBR, thereby affecting PI.

H1 Social Media Marketing Activities positively affects Brand Image.

H2 Brand Image positively affects Purchase Intention.

H3 Social Media Marketing Activities positively affects Purchase Intention.

H4 Social Media Marketing Activities positively affects Customer Brand Relationship.

H5 Customer Brand Relationship positively affects Purchase Intention.

H6 Brand Image mediates the relationship between Social Media Activities and Purchase Intention.

Customer Brand Relationship mediates the relationship between Social Media Activities and
H7
Purchase Intention.

Table 3: The Hypothesis Table

32
CHAPTER 4. RESEARCH DESIGN

4.1 Introduction to Methodology

This study adopts a pragmatic approach to understanding the factors influencing customers' purchase
intention through social media in the accommodation industry in Danang City, especially in the
context of 5-star hotels and resorts. By exploring these factors, these establishments can devise
valuable solutions to attract tourists and increase their business revenue.

To achieve this aim, the study will identify the participants and design the questionnaire, specify the
data collection and measurement methods, and outline the research procedures. Furthermore, the
study will follow the deductive research method involving quantitative methods, which is a good way
to collect large-scale survey information. Through this method, we will understand the relationship
between variables numerically by using statistical and graphical techniques to analyze them.

4.2 Research Design

The objects chosen must accurately reflect the topic around which generalizations are to be made for
the scales to be considered content valid. To assure content validity, items chosen for the constructs
were altered from earlier studies and have some differences from previous studies.

According to previous research, the factors of SMMA include Entertainment, Interaction, Trendliness,
Customization, and WOM (Moslehpour et al., 2021) affecting Purchase Intention. However, this study
will mention one more factor of SMMA, which is Informativeness, according to previous research by
(Kujur & Singh, 2020). In addition, according to the research by Kujur and Singh (2020), the first-order
variable of SMMA is Personalization, however, this variable has the same meaning as the
Customization variable, so it is not included in this study.

Furthermore, to the intermediate variable Brand Image, this study adds a second-order intermediate
variable, Customer Brand Relationship, which consists of the first-order variables: Trust, Satisfaction,
and Commitment (Kujur & Singh, 2020). According to previous research, Trust is considered a
separate mediating variable, however, according to research by Men and Tsai (2014) and (Ulaga &
Eggert, 2006), it was shown that Trust is suitable for Customer Brand Relationship, therefore, in this
research, Trust will be a part of the second-order variable Customer Brand Relationship.

To test the hypotheses and assumptions, this study used a quantitative approach through numerical
and graphical data. In addition, to determine how the variables in the research are related to each
other without being controlled or biased by the researcher, this study used survey research to make

33
everything highly authentic. Furthermore, the final result of the research is that it can bring many
possibilities to reflect the relationship in real situations.

4.3 Data Collection Methods

4.3.1 Population and Sample

The target population is a subset of the population that has been redefined by the researcher to be
easily managed and is also the real focus or objective of the research investigation (Saunders, 2009).
The target audience of this study is people who have stayed at five-star hotels and resorts in Danang.
In addition, the researchers aim to reach about 80% of the participants who know about the social
networks of five-star hotels and resorts in Danang. Furthermore, there are some factors such as age
and income of the participants that must be appropriate. Choosing this sample is to help the
researchers better understand the factors of SMMA that affect the purchase intention of the
participants in this study.

This study includes 02 second-order and 11 first-order variables, including 01 dependent, 02

mediators and 6 independent variables. The total number of variables in this study is 13 and will
determine the sample size required for this study.

According to Hair, Anderson, Tatham, and Black (1998), determining the appropriate sample size for
factor analysis (EFA) requires a minimum sample size of N ≥ 5 * x, where x is the total number of
observed variables. Then the minimum sample size for this study is N = 5*39 = 195

So the total sample size for this study must be 195.

4.3.2 Sampling Techniques

This study applied non-probability sampling. This is a method where researchers choose samples
based on their judgment instead of random selection. There are many types of non-probability
methods, but this research uses convenience and snowball sampling. While convenience sampling is
a technique in which a sample is drawn from a population that is simple to approach or contact,
snowball sampling is a method in which existing participants recruit future participants from their
acquaintances or networks. Using convenience sampling allowed the researcher to quickly gather
responses from people they know or are in close contact with. At the same time, snowball sampling
helped expand the sample size by leveraging social connections, allowing the study to reach
individuals who might otherwise be difficult to access.

34
4.3.3 Data Collection

This study uses a survey method to collect data. A survey is a way of collecting data that involves
asking respondents questions using Google Forms. The data collected is used to answer hypotheses
and research problems. Questionnaires are used to collect data in this research. The author utilized
multiple methods to distribute the survey forms and reach a diverse group of participants. One of the
methods was sending survey forms via Messenger, allowing for direct and convenient communication
with respondents. Additionally, QR codes were employed to simplify the data collection process and
increase the reach of the survey. To further expand the participant pool, the author enlisted the help
of colleagues and relatives to help by sharing the survey within their own networks. In addition, the
author also looked for hotel and resort review groups in Danang on Facebook to reach the right
participants for the study.

Figure 3: QR code for the form

35
 Figure 4: Posts on Facebook groups

4.4 Measures and Questionnaire Development

The questions were designed using the adapted questions from previous authors and modified to suit
the purpose of this study. In this study, the questionnaire was divided into four separate parts.

Part 0 is the part of filtering the participants to suit the objectives of the study with two questions.
The first question is whether they have ever stayed at a five-star hotel/resort in Danang and the
second question is whether they follow the social media of that five-star hotel/resort.

Part 1 is the survey participants' general information about gender, age, income range, etc.

Part 2 focuses on the participants' understanding of information related to five-star hotels/resorts.

Part 3 is also the last part with questions about the independent, mediating, and dependent
variables:

Six independent variables in the SMMA variables used in the study include Entertainment (4 items),
Trendliness (2 items), WOM (3 items), and Interaction (4 items) developed by (insert ref);

36
Customization (3 items) and Informativeness (3 items) developed by (insert ref). Two intermediate
variables are Brand Image (7 items) developed by (insert ref) and the second-order variable Customer
Brand Relationship includes the first-order variables: Trust (3 items), Satisfaction (3 items), and
Commitment (4 items) developed by (insert ref). One dependent variable: Purchase Intention (3
items) developed by (insert ref).

The questions are measured on a six-point Likert scale ranging from strongly disagree (1) to strongly
agree (6). The table below shows the measurements of the variables investigated in the study.

Construct Code Item References

The contents found on this

ENT1 hotels/resorts social media
seem interesting

It is exciting to use this

ENT2
hotels/resorts social media Adopted from Kim and Ko
(2010) which was develop
Entertainment
It is fun to collect information by Moslehpour et al.
of products and services (2021)
ENT3
through this hotels/resorts
Social Media social media
Marketing
Activities It is easy to kill time using this
ENT4
hotels/resorts social media

This hotel's/resort's social

CUS1 media offer customized
information search
Adopted from Sharma et

This hotel's/resort's social al. (2020) which was

Customization
CUS2 media provide customized developed by Yadav and

service Rahman (2017)

This hotel's/resort's social

CUS3
media gives me

37
 recommendations as per my
requirements

It is easy to convey my opinion

INT1 through this hotels/resorts
social media

It is possible to exchange
opinions or conversation with
INT2
other user through this
Adopted from Kim and Ko
hotels/resorts social media
(2010) which was
Interaction
developed by Moslehpour
It is possible to do two-way
et al. (2021)
INT3 interaction through this
hotels/resorts social media

It is possible to share
information with other users
INT4
through this hotels/resorts
social media

I would like to share

information on brands,
WOM1
products, or services from this
hotels/resorts social media

I would like to upload contents Adopted from Kim and Ko

from this hotels/resorts social (2010) which was
WOM WOM2
media on my personal social developed by Moslehpour

media et al. (2021)

I would like to share opinions

on brands, products or services
WOM3
acquired from this
hotels/resorts social media

38
 with my acquaintances

It is a leading trend to use this

TRD1
hotels/resorts social media Adopted from Kim and Ko
(2010) which was
Trendliness
Contents found on this developed by Moslehpour
TRD2 hotels/resorts social media are et al. (2021)
up-to-date

This hotels/resorts social media

INF1 offer accurate information on
products and services
Adopted from Sharma et
This hotels/resorts social media al. (2020) which was
Informativeness INF2
offer useful information developed by Yadav and
Rahman (2017)
The information provided by
INF3 this hotels/resorts are
comprehensive

In comparison to others,
products and services of this
BI1
hotels/resorts are of high
quality

Adopted from Cheung,

This hotels/resorts has a rich
BI2 Pires and Rosenberger
history
(2020) which was
Brand Image
combined by Reza Jalilvand
I can reliably predict how this
BI3 and Samiei (2012) and
hotels/resorts will perform
Godey et al. (2016)

This hotels/resorts is a leading

BI4
company in hospitality industry

BI5 This hotels/resorts has

39
 extensive experience

This hotels/resorts is a good

BI6 respresentative of the
hospitality industry

This hotels/resorts is a
BI7
customer-oriented company

This hotel/resort treats me

TRU1
fairly and justly

This hotel/resort can be relied

TRU2 Adopted from Sharma et
Trust up to keep their promises
al. (2020)

It is my belief that this

TRU3 hotel/resort takes opinions into
account to make decisions

This hotels/resorts and I

SAT1 benefitted from the
Customer
relationship
Brand
Relationship
Most people like me are happy
SAT2 in their interactions with this Adopted from Sharma et
Satisfaction
hotels/resorts al. (2020)

Through speaking, I am pleased

with the relationship this
SAT3
hotels/resorts has established
with me

I feel that this hotels/resorts is

Adopted from Sharma et
Commitment COM1 trying to support a long-term
al. (2020)
commitment for me

40
 I can see that this
COM2 resorts/hotels want to keep a
relationship with me

There is a permanent bond

COM3 between this hotels/resorts
and me

I would rather work together

COM4 with this hotels/resorts than
not

I would like to purchase

PI1 products and services from this
hotels/resorts

I would like to recommend my

Purchase friends and family to purchase Adopted from Hong and
PI2
Intention products and services from this Cha (2013)
hotels/resorts

If there is a product or service

PI3 that I want to purchase, I would
like to use this hotels/resorts

Table 4: The Measurement Scale

4.5 Data Analysis Procedures

This study only applies a quantitative approach. After collecting enough data and screening
inappropriate data, the analysis will begin through SPSS and AMOS. In this study, the collected data
will be analyzed using SPSS 25 and AMOS 24.

SPSS 25 will be used to measure Cronbach's Alpha coefficient to assess the internal consistency and
reliability of the scales and to analyze the exploratory factors (EFA) with promax rotation to
determine the potential relationship between the observed variables.

41
Then, we will use AMOS 24 for confirmatory factor analysis (CFA) to confirm the factor structure
identified in the previous EFA to ensure that the data and the hypothesized model are appropriate. In
addition, AMOS 24 will also analyze the structural equation modeling (SEM) to assess the
relationships between the latent variables, this step will also consider the direct and indirect effects
of the variables included in the hypothesized model. The final results are concluded by using the data
to test the hypothesis before drawing conclusions and summary recommendations.

42
CHAPTER 5. RESULTS AND FINDINGS

5.1 Presentation of the data collected

5.1.1 Overview of Data Collected

This study used a survey method to collect data. Data for this study was collected through an online
survey on Google Forms. As a result, about 204 forms were collected, of which 184 valid responses
were used for analysis. According to the study, the author targeted people who had stayed at 5-star
hotels and resorts in Danang and followed the social media of those hotels and resorts to get more
accurate analysis results with the topic, so any forms that did not meet these factors would be
eliminated. First, the author distributed the form to close friends and relatives for testing and
feedback. Then, the form was distributed through many channels such as social media or through
recommendations from friends, relatives, and colleagues. In addition, the form was also posted on
Danang hotel and resort review groups to collect data that was in line with the research target.
Furthermore, irrelevant or potentially confounding data was removed, such as forms that were filled
out only partially in the entire survey and with inconsistent occupations and income levels.

5.1.2 Data Demographics

Part 1: Demographic Information

Percentage
Variable Components Frequency
(%)

Language English 1 0.5

Vietnamese 183 99.5

TOTAL 184 100.0

Have stayed at 5 star Yes 184 100.0

hotels/resorts in Danang
No 0 0

TOTAL 184 100.0

Follow social media of 5-star Yes 184 100.0

hotels/resorts in Danang
No 0 0

43
 TOTAL 184 100.0

Gender Male 64 34.78

Female 120 65.22

TOTAL 184 100.0

Age 18 - 25 47 25.54

26 - 35 74 40.22

36 - 45 20 10.87

Over 45 43 23.37

TOTAL 184 100.0

Current Occupation Full Time job 138 75.0

Entrepreneur/Self- 42 22.83
employed/Freelancer

Homemaker 1 0.54
(Housewife/Househusband)

Retired 3 1.63

TOTAL 184 100.0

Average Monthly Income 5M - Under 15M VND 9 4.89

(including allowances)
15M - Under 25M VND 90 48.91

25M - Under 35M VND 60 32.61

35M VND and more 25 13.59

TOTAL 184 100.0

44
 Table 5: Summary of Respondents Demographic Characteristic

Figure 5: Pie Charts illustrating Genders, and Age

Based on the data collected and summarized in Table 5, it can be seen that more than 99% of the
survey participants are Vietnamese, and 100% of the participants have experienced 5-star hotels
and resorts in Danang and follow the social networking sites of those hotels and resorts. Looking
at Figure 5, we can see in detail the gender and age distribution of the survey participants for this
study. Regarding gender, the proportion of women account for nearly two-thirds of the number
of men participating in the survey, reaching 65.22%, while men only account for 34.78%. In terms
of age, the 26-35 age group accounts for the highest proportion with 40.22%, showing that most
participants are young adults. The 18-25 age group accounts for 25.54%, which is the group that
is likely to be interested in the content that the survey targets. Compared to the two groups
above, the group over 45 years old accounts for 23.37%, and the group 36-45 years old accounts
for only 10.87%, the lowest among the groups, reflecting the limited participation of middle-aged
people. Through the above data, it can be seen that young people tend to be more interested
and can be more influenced by social media than those in the middle-aged and older groups.

Figure 6: Pie Charts illustrating Occupation, and Average Income

The two pie charts in Figure 6 provide information on the occupation and average monthly
income of the survey participants. The majority of the participants were full-time employees,

45
accounting for an overwhelming 75%, followed by the entrepreneur/self-employed/freelance
group accounting for 22.83%. Meanwhile, the remaining groups such as retirees (1.63%) and
homemakers (0.54%) accounted for extremely low proportions. Regarding the average income,
most of the participants had an income of 15 million to under 25 million VND, accounting for
48.91%, reflecting that the majority of the participants had a fairly stable income. This was
followed by the group with an income of 25 million to under 35 million VND and the group with
an income of under 15 million VND, accounting for 32.61% and 13.59% respectively. In addition,
the number of people with income over 35 million VND is quite small, only about 25 people
(13.59%) with this income level participated in the survey. Through the above data, it can be
seen that most of the survey participants have stable jobs and salaries, quite suitable for the
objectives of the study.

Part 2: Behavioral Information

Percentage
Variable Components Frequency
(%)

Which 5-star hotels/resorts in Danang Furama Resort Danang 77 11.1

city did you stay? (Select all that apply)
InterContinental Danang Sun 26 3.7
Peninsula Resort

Sheraton Grand Danang Resort 36 5.2

Pullman Danang Beach Resort 51 7.3

Premier Village Danang Resort 45 6.5

Managed by Accor

Hyatt Regency Danang Resort 62 8.9

& Spa

Wyndham Danang Golden Bay 57 8.2

Novotel Danang Premier Han 70 10.1

River

46
 Muong Thanh Luxury Da Nang 57 8.2
Hotel

Danang Marriott Resort & Spa 39 5.6

Four Points by Sheraton 48 6.9

Danang

Grand Mercure Danang 39 5.6

Radisson Hotel Danang 29 4.2

Naman Retreat 33 4.7

TIA Wellness Resort (formerly 26 3.7

Fusion Maia)

Koi Resort Danang 1 0.1

TOTAL 100.0

Did you know about that 5-star Facebook 155 30.1

hotels/resorts through which social
Google 138 26.8
media channels? (Select all that apply)

Instagram 73 14.2

Tiktok 67 13

Tripadvisor 52 10.1

Youtube 30 5.8

TOTAL 100.0

Which format do you prefer to view Articles 146 21.2

in? (Select all that apply)
Images 160 23.2

47
 Infographics 76 11

Livestream 32 4.6

Podcasts 33 4.8

Short posts/captions 80 11.6

Stories 64 9.3

Videos 99 14.3

TOTAL 100.0

What type of content do you prefer to Customer reviews 150 20.5

see on social media? (Select all that
Events 71 9.7
apply)

Knowledge or how-to content 38 5.2

New product updates 115 15.7

Promotions 141 19.3

Lifestyle content (e.g., behind- 74 10.1

the-scenes, community
engagement,...)

Livestream 32 4.4

User-generated content (e.g., 111 15.2

content created by other
customers)

TOTAL 100.0

Who do you most go with? With my beloved 16 8.7

48
 With friends 22 11.96

With family 139 75.54

With colleagues 7 3.8

TOTAL 184 100.0

Table 6: Summary of Respondents’ Habits Characteristic

Figure 7: Bar Chart illustrating “5-star hotels and resorts in Danang they have stayed at”

Looking at Figure 7, it can be seen that Furama Resort Danang and Novotel Danang Premier Han
River have 77 and 70 responses respectively. Both hotels and resorts above have a long history of
meticulous and classy services in the hospitality industry and are also one of the locations often
chosen to organize conferences, and events, and attract MICE guests. This proves that tourists
often choose these two locations because of the convenience of combining work and relaxation,
aiming at the right target customer in Danang.

49
 Figure 8: Bar Chart illustrating “which social media they discover 5-star hotel and resorts in Danang”

According to data from Figure 8, Facebook is the most chosen social media platform with 155
responses, which can be explained by Facebook's ability to share information and effectively
target advertising, especially the widespread popularity of this social media platform in Vietnam.
Followed by Google, with 138 responses, showing that customers still prioritize using search
engines to look up detailed information, from images, and reviews to prices and related services.
Instagram, TikTok, and TripAdvisor are also widely used platforms. While Instagram attracts
stunning images, TikTok is increasingly popular in Vietnam with short videos that are entertaining
and easy to spread. However, YouTube is the social media platform with the lowest popularity
(30 responses), which may be because YouTube's interface and content are not suitable for the
current trend of quick searches.

50
 Figure 9: Bar Chart illustrating “format prefer to view in social media”

The data above shows the content formats that social media users love the most. Images top the
list with 160 responses, confirming the strong appeal of visual content, which is easy to access
and attractive at first sight. Articles are also popular with 146 responses, showing participants
are still interested in detailed content that provides valuable information. Videos, short
posts/captions, and infographics attract significant love from survey respondents. On the other
hand, they do not seem to like formats such as podcasts or livestreams. The evidence is that the
response rate for these two formats is very low.

Figure 10: Bar Chart illustrating “types of content on social media”

Looking at Figure 10, we can see that customer reviews are the most popular content type with
150 responses, emphasizing the important role of real feedback in building trust and influencing
customer decisions. Promotions, new product updates, and user-generated content are also
popular content types among survey respondents, showing a high interest in offers, new
information from 5-star hotels and resorts, and trustworthiness from real-life experiences.
Livestreams and knowledge or how-to content are the two least popular content types with 32
and 38 responses respectively. This could be because these two types of content are not
attractive and entertaining enough to attract a large number of social media users.

51
 Figure 11: Pie Charts illustrating “most often go with”

In the last question of part 2 "Who do you most go with?", it can be seen that the group that
survey participants most often go with is family (accounting for 75.54%). Other options such as
going with friends, with lovers, and with colleagues account for a low percentage, respectively
11.96%, 8.7%, and 3.8%. This can be understood that most people who go to 5-star hotels and
resorts tend to go with their families (more in number than going alone with one or two people).

5.2 Descriptive Statistics

5.2.1 Overview of Descriptive Statistics

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

ENT1 184 1 6 4.47 1.460

ENT2 184 1 6 4.37 1.499

ENT3 184 1 6 4.32 1.493

ENT4 184 1 6 4.39 1.421

52
CUS1 184 2 6 3.62 1.104

CUS2 184 1 6 4.09 1.202

CUS3 184 1 6 3.94 1.136

INT1 184 1 6 3.92 1.377

INT2 184 1 6 4.03 1.550

INT3 184 1 6 4.22 1.518

INT4 184 1 6 3.89 1.562

WOM1 184 1 6 4.39 1.055

WOM2 184 1 6 4.23 1.114

WOM3 184 1 6 4.08 1.462

TRD1 184 1 6 3.79 1.430

TRD2 184 1 6 4.24 1.496

INF1 184 1 6 3.85 1.408

INF2 184 1 6 4.04 1.487

INF3 184 1 6 3.96 1.295

BI1 184 1 6 4.08 1.662

BI2 184 1 6 4.11 1.661

BI3 184 1 6 4.03 1.677

53
BI4 184 1 6 4.18 1.615

BI5 184 1 6 4.20 1.646

BI6 184 1 6 4.17 1.725

BI7 184 1 6 4.21 1.593

TRU1 184 1 6 3.47 1.746

TRU2 184 1 6 3.84 1.580

TRU3 184 1 6 3.66 1.591

SAT1 184 1 6 3.85 1.525

SAT2 184 1 6 3.62 1.675

SAT3 184 1 6 3.80 1.651

COM1 184 1 6 4.01 1.692

COM2 184 1 6 4.07 1.606

COM3 184 1 6 3.89 1.718

COM4 184 1 6 4.26 1.528

PI1 184 1 6 4.79 1.388

PI2 184 1 6 4.66 1.425

PI3 184 1 6 4.69 1.485

Valid N (listwise) 184

Table 7: Descriptive Statistics

54
In order to understand the characteristics of each variable in a better way, descriptive statistics
were used to illustrate the mean and standard deviation of each item. According to Table 7, the
descriptive statistics have shown the total number of 184 participants, the minimum and the
maximum are according to the Likert scale from 1 to 6. The higher the mean is, the stronger the
agreement of respondents is. While the higher the standard deviation, the more varying
respondents' opinions. In addition to the mean, all factors are considered to have a mean above
three, and respondents tend to agree with the statements in those factors. Moreover, the
standard deviation shows how much the distribution has been dispersed from the mean. Looking
at all factors tends to have a standard deviation of lower than 1 indicating that distributions with
a coefficient of variation greater than 1 are regarded as having a high variance, whereas
distributions with a coefficient of variation less than 1 are regarded as a low variance.

5.2.2 Correlational Matrices

Correlations

ENT CUS INT WOM TRD INF BI TRU SAT COM PI

Pearson
.470*
Correlati 1 .071 .462** .533** .566** .211** .018 .041 .015 .297**
*
on

ENT
Sig. (2-
.340 .000 .000 .000 .000 .004 .809 .582 .843 .000
tailed)

N 184 184 184 184 184 184 184 184 184 184 184

Pearson
Correlati .071 1 .039 .083 .146* .087 .152* .051 .057 .028 .022
on

CUS
Sig. (2-
.340 .602 .265 .047 .240 .039 .496 .443 .702 .769
tailed)

N 184 184 184 184 184 184 184 184 184 184 184

55
 Pearson
.470*
Correlati .039 1 .308** .559** .529** .258** .126 .151* .075 .319**
*
on

INT
Sig. (2-
.000 .602 .000 .000 .000 .000 .088 .041 .312 .000
tailed)

N 184 184 184 184 184 184 184 184 184 184 184

Pearson
.462* .308*
Correlati .083 1 .469** .507** .281** .004 -.027 .048 .338**
* *
on

WOM
Sig. (2-
.000 .265 .000 .000 .000 .000 .959 .712 .520 .000
tailed)

N 184 184 184 184 184 184 184 184 184 184 184

Pearson
.533* .146 .559*
Correlati .469** 1 .636** .294** .033 .018 .029 .270**
* * *
on

TRD
Sig. (2-
.000 .047 .000 .000 .000 .000 .654 .805 .691 .000
tailed)

N 184 184 184 184 184 184 184 184 184 184 184

Pearson
.566* .529*
Correlati .087 .507** .636** 1 .233** .105 .145* .042 .277**
* *
on

INF
Sig. (2-
.000 .240 .000 .000 .000 .001 .157 .049 .575 .000
tailed)

N 184 184 184 184 184 184 184 184 184 184 184

56
 Pearson
.211* .152 .258*
Correlati .281** .294** .233** 1 .053 .057 .179* .400**
* * *
on

BI
Sig. (2-
.004 .039 .000 .000 .000 .001 .478 .444 .015 .000
tailed)

N 184 184 184 184 184 184 184 184 184 184 184

Pearson
Correlati .018 .051 .126 .004 .033 .105 .053 1 .855** .019 .137
on

TRU
Sig. (2-
.809 .496 .088 .959 .654 .157 .478 .000 .801 .064
tailed)

N 184 184 184 184 184 184 184 184 184 184 184

Pearson
Correlati .041 .057 .151* -.027 .018 .145* .057 .855** 1 .013 .176*
on

SAT
Sig. (2-
.582 .443 .041 .712 .805 .049 .444 .000 .856 .017
tailed)

N 184 184 184 184 184 184 184 184 184 184 184

Pearson
Correlati .015 .028 .075 .048 .029 .042 .179* .019 .013 1 .284**
on

COM
Sig. (2-
.843 .702 .312 .520 .691 .575 .015 .801 .856 .000
tailed)

N 184 184 184 184 184 184 184 184 184 184 184

57
 Pearson
.297* .319*
Correlati .022 .338** .270** .277** .400** .137 .176* .284** 1
* *
on

PI
Sig. (2-
.000 .769 .000 .000 .000 .000 .000 .064 .017 .000
tailed)

N 184 184 184 184 184 184 184 184 184 184 184

** Correlation is significant at the 0.01 level (2-tailed).

* Correlation is significant at the 0.05 level (2-tailed).

Table 8: Correlations Matrics

If the Sig value is less than 0.05, it indicates a significant linear relationship between the two
variables. On the contrary, if the Sig value is greater than 0.05, they have no linear relationship. A
Pearson value greater than 0.4 suggests a strong correlation between the variables.

The analysis results in the table show that some factors such as INF, TRD, WOM, and INT have a close
relationship with each other. In addition, it can be seen that TRU and SAT have a very strong
relationship. Some other correlations are also statistically significant but at a moderate or weak level.

5.3 Inferential Analysis

This research article has 7 hypotheses with the purpose of understanding and answering two
questions "What specific Social Media Marketing Activities (SMMA) elements influence Customers'
Purchase Intentions to choose five-star hotels and resorts in Danang City?" and "How do Brand
Image, and Customer Brand Relationship mediate the relationship between Social Media Marketing
Activities (SMMA) and Customers' Purchase Intentions?". To achieve that, the research uses two
main support tools, SPSS 25 and AMOS 24. The research will analyze in turn the steps of Scale,
EFA(Exploratory Factor Analysis), CFA(Confirmatory Factor Analysis), and SEM(Structural Equation
Modeling). In addition, after the SEM step, the author will have an additional step to analyze the
mediating variables.

5.3.1 Validity and Reliability Assessment

To make sure the tools used in this study were accurate and reliable, several steps were taken. For
validity, a detailed review of previous research and expert opinions helped confirm that the tools
58
measured what they were supposed to. Content validity was checked by making sure the questions
matched established theories, while construct validity was tested using Exploratory Factor Analysis
(EFA) and Confirmatory Factor Analysis (CFA) to confirm that the questions were grouped correctly
into relevant categories. For reliability, Cronbach’s Alpha was calculated for each scale, with a score
of 0.6 or higher considered acceptable. These careful evaluations ensured that the tools used in this
study were both valid and reliable, making the research findings more trustworthy.

5.3.2 Cronbach's Alpha

To check if the observed variables of a factor (Factor A) are reliable and consistent, we use
Cronbach’s Alpha test. This test helps us see how closely related the variables in the same factor are.
It also shows which variables contribute well to measuring the factor and which do not. A good
measurement scale should have a Cronbach’s Alpha value of at least 0.7 (Nunnally, 1978). However,
according to Hair et al. (2006), while a value of 0.7 or higher is ideal for a reliable scale, in early
research or exploratory studies, a value of 0.6 may still be acceptable.

Scale Mean if Item Scale Variance if Corrected Item-Total Cronbach’s Alpha if

Variables Deleted Item Deleted Correlation Item Deleted

Entertainment (ENT) - Cronbach’s Alpha = 0.852

ENT1 13.08 14.556 .650 .831

ENT2 13.18 13.536 .738 .793

ENT3 13.23 14.453 .637 .836

ENT4 13.17 13.922 .752 .788

Customization (CUS) - Cronbach’s Alpha = 0.621

CUS1 08.03 3.994 .349 .629

CUS2 7.57 3.351 .444 .501

CUS3 7.71 3.365 .503 .416

59
Interaction (INT) - Cronbach’s Alpha = 0.830

INT1 12.14 15.390 .618 .803

INT2 12.03 13.671 .688 .771

INT3 11.84 13.762 .701 .765

INT4 12.18 14.148 .628 .800

Word of Mouth (WOM) - Cronbach’s Alpha = 0.532

WOM1 8.31 3.701 .528 .176

WOM2 8.46 3.703 .470 .246

WOM3 8.62 4.040 .133 .835

Trendiness (TRD) - Cronbach’s Alpha = 0.707

TRD1 4.24 2.238 .547 .

TRD2 3.79 2.045 .547 .

Informativeness (INF) - Cronbach’s Alpha = 0.746

INF1 8.00 5.825 .569 .665

INF2 7.82 5.529 .563 .676

INF3 7.89 6.196 .591 .646

Brand Image (BI) - Cronbach’s Alpha = 0.883

BI1 24.90 58.712 .684 .865

60
BI2 24.87 58.934 .675 .866

BI3 24.96 58.468 .687 .864

BI4 24.80 59.481 .676 .866

BI5 24.78 60.280 .623 .872

BI6 24.81 58.843 .646 .870

BI7 24.78 59.005 .710 .862

Trust (TRU) - Cronbach’s Alpha = 0.822

TRU1 7.49 7.956 .698 .736

TRU2 7.13 9.105 .659 .774

TRU3 7.30 8.901 .679 .754

Satisfaction (SAT) - Cronbach’s Alpha = 0.832

SAT1 7.43 8.694 .736 .728

SAT2 7.65 8.469 .654 .807

SAT3 7.47 8.338 .690 .769

Commitment (COM) - Cronbach’s Alpha = 0.796

COM1 12.22 15.789 .594 .753

COM2 12.16 16.341 .594 .752

COM3 12.34 15.285 .626 .737

61
 COM4 11.97 16.584 .620 .741

Purchase Intention (PI) - Cronbach’s Alpha = 0.839

PI1 9.35 6.938 .700 .780

PI2 9.48 6.743 .705 .775

PI3 9.45 6.467 .704 .776

Table 9: The measurement by Cronbach's Alpha coefficient

As shown in the tables above, most of the variables have Cronbach's Alpha above 0.6, which
means that the condition is satisfied. However, the Cronbach's Alpha index of WOM is 0.532,
which is below 0.6 (not satisfying the condition), so one item needs to be removed to increase
the Cronbach's Alpha index.

Scale Mean if Item Scale Variance if Corrected Item-Total Cronbach’s Alpha if

Variables Deleted Item Deleted Correlation Item Deleted

Entertainment (ENT) - Cronbach’s Alpha = 0.852

ENT1 13.08 14.556 .650 .831

ENT2 13.18 13.536 .738 .793

ENT3 13.23 14.453 .637 .836

ENT4 13.17 13.922 .752 .788

Customization (CUS) - Cronbach’s Alpha = 0.621

CUS1 08.03 3.994 .349 .629

CUS2 7.57 3.351 .444 .501

62
CUS3 7.71 3.365 .503 .416

Interaction (INT) - Cronbach’s Alpha = 0.830

INT1 12.14 15.390 .618 .803

INT2 12.03 13.671 .688 .771

INT3 11.84 13.762 .701 .765

INT4 12.18 14.148 .628 .800

Word of Mouth (WOM) - Cronbach’s Alpha = 0.835

WOM1 8.31 3.701 .528 .176

WOM2 8.46 3.703 .470 .246

Trendiness (TRD) - Cronbach’s Alpha = 0.707

TRD1 4.24 2.238 .547 .

TRD2 3.79 2.045 .547 .

Informativeness (INF) - Cronbach’s Alpha = 0.746

INF1 8.00 5.825 .569 .665

INF2 7.82 5.529 .563 .676

INF3 7.89 6.196 .591 .646

Brand Image (BI) - Cronbach’s Alpha = 0.883

BI1 24.90 58.712 .684 .865

63
BI2 24.87 58.934 .675 .866

BI3 24.96 58.468 .687 .864

BI4 24.80 59.481 .676 .866

BI5 24.78 60.280 .623 .872

BI6 24.81 58.843 .646 .870

BI7 24.78 59.005 .710 .862

Trust (TRU) - Cronbach’s Alpha = 0.822

TRU1 7.49 7.956 .698 .736

TRU2 7.13 9.105 .659 .774

TRU3 7.30 8.901 .679 .754

Satisfaction (SAT) - Cronbach’s Alpha = 0.832

SAT1 7.43 8.694 .736 .728

SAT2 7.65 8.469 .654 .807

SAT3 7.47 8.338 .690 .769

Commitment (COM) - Cronbach’s Alpha = 0.796

COM1 12.22 15.789 .594 .753

COM2 12.16 16.341 .594 .752

COM3 12.34 15.285 .626 .737

64
 COM4 11.97 16.584 .620 .741

Purchase Intention (PI) - Cronbach’s Alpha = 0.839

PI1 9.35 6.938 .700 .780

PI2 9.48 6.743 .705 .775

PI3 9.45 6.467 .704 .776

Table 10: The measurement by Cronbach's Alpha coefficient (final version)

After this test, the researcher can conclude that all 38 items proposed in the measures satisfy the
conditions for the next testing procedure.

5.3.3 Exploratory Factor Analysis (EFA)

The next step is Exploratory Factor Analysis (EFA). The KMO coefficient (Kaiser-Meyer-Olkin) is an
index used to assess the suitability of data for factor analysis. A KMO value must be 0.5 or higher
(0.5 ≤ KMO ≤ 1) for factor analysis to be considered appropriate. If the KMO value is below 0.5,
then factor analysis is likely unsuitable for the dataset. Moreover, if the sig value of Bartlett's
Test is less than 0.05, it indicates that the observed variables are correlated with each other in
the factor.

KMO and Bartlett’s Test

Kaiser-Meyer-Olkin Measure of Sampling .819

Adequacy.

Bartlett's Test of Sphericity Approx. Chi-Square 3493.318

df 703

Sig. .000

Table 11: KMO and Bartlett's Test of Independent Variables

From the table above, it can be seen that the KMO index is 0.819, which is greater than 0.5 and
less than 1, indicating that this data is considered suitable for conducting factor analysis.

65
Furthermore, the coefficient of Bartlett's test is .000 which is less than 0.05, so this data set is
eligible for further testing.

Rotated Component Matrixa

Component

1 2 3 4 5 6 7 8 9

TRU3 .840

TRU1 .840

SAT3 .836

SAT2 .827

SAT1 .820

TRU2 .785

BI7 .777

BI2 .764

BI3 .740

BI1 .728

BI4 .718

BI5 .694

BI6 .671

ENT4 .799

66
ENT1 .798

ENT2 .766

ENT3 .701

INT3 .779

INT2 .736

INT1 .729

INT4 .697

INF3 .719

TRD1 .715

INF2 .633

INF1 .596

TRD2 .582

COM3 .787

COM4 .787

COM1 .781

COM2 .755

PI3 .838

PI2 .803

67
 PI1 .772

WOM2 .905

WOM1 .875

CUS3 .793

CUS2 .737

CUS1 .709

Extraction Method: Principal Component Analysis.

Rotation Method: Equamax with Kaiser Normalization.a

a Rotation converged in 7 iterations.

Table 12: Rotated Component Matrix

The table 8 shows that the results of the rotated matrix show that 12 variables are classified into
9 factors, and all observed variables have no bad variables. It can be seen that the two first-order
variables, including TRU and SAT of Customer Brand Relationship, are strongly correlated with
each other. Therefore, they converge into one factor and are in the same column in the EFA
rotation matrix. This also happens with the two first-order variables TRD and INF of Social Media
Marketing Activities. This is acceptable because it is completely normal in the case of second-
order relationships (Loc, 2024).

5.3.4 Confirmatory Factor Analysis (CFA)

Confirmatory Factor Analysis is used to verify the factor structure of a collection of observed data.
The researcher must use AMOS software to display the variables on the diagram below in order to
analyze the CFA.

According to the framework of the study, two second-order variables need to be analyzed separately,
namely Social Media Marketing Activities (SMMA) and Customer Brand Relationship (CBR). These
variables are considered second-order because they do not have directly measured observable
variables but are instead assessed through component first-order variables. When using a second-

68
order variable to analyze another variable, it is not possible to simultaneously consider both the
second-order variable and its first-order variables, so two separate schemes need to be constructed
to ensure accurate assessment.

According to Zainudin, A. (2012), the analysis of second-order variables must go through two stages.
First, the quality of the second-order variable needs to be assessed by examining its convergence and
divergence from the component first-order variables. Then, the overall model is examined to assess
the overall fit, and the relationship between the second-order variables and other variables in the
framework is examined.

5.3.4.1 SECOND-ORDER VARIABLES (SMMA)

DIAGRAM 1:

Figure 12: CFA Diagram 1 for Second-order Variable (SMMA)

Estimate S.E. C.R. P Label

INT1<---INT 1.000

69
INT2<---INT 1.226 .132 9.289 ***

INT3<---INT 1.217 .130 9.389 ***

INT4<---INT 1.126 .131 8.572 ***

ENT1<---ENT 1.000

ENT2<---ENT 1.212 .119 10.210 ***

ENT3<---ENT 1.027 .116 8.852 ***

ENT4<---ENT 1.133 .112 10.102 ***

WOM1<---WOM 1.000

WOM2<---WOM 1.189 .291 4.090 ***

INF1<---INF 1.000

INF2<---INF 1.126 .133 8.488 ***

INF3<---INF .892 .113 7.863 ***

TRD1<---TRD 1.000

TRD2<---TRD 1.134 .128 8.844 ***

CUS1<---CUS 1.000

CUS2<---CUS 1.625 .393 4.136 ***

CUS3<---CUS 1.612 .398 4.048 ***

Table 13: Regression Weights for Diagram 1 (SMMA)

70
 Estimate

INT1<---INT .711

INT2<---INT .774

INT3<---INT .784

INT4<---INT .706

ENT1<---ENT .709

ENT2<---ENT .836

ENT3<---ENT .712

ENT4<---ENT .825

WOM1<---WOM .799

WOM2<---WOM .899

INF1<---INF .695

INF2<---INF .741

INF3<---INF .674

TRD1<---TRD .710

TRD2<---TRD .770

CUS1<---CUS .444

CUS2<---CUS .662

71
 CUS3<---CUS .695

Table 14: Standardized Regression Weights for Diagram 1 (SMMA)

Looking at the Regression Weights table, we can see that the p-value of all observed variables is
less than 0.05, which means that all observed variables are significant. Next, looking at the
Estimate column of the Standardized Regression Weight table, we can see that most observed
variables have a high level of relevance (the Estimate column value is greater than 0.5).

DIAGRAM 2:

Figure 13: CFA Diagram 2 for Second-order Variable (SMMA)

Estimate S.E. C.R. P Label

ENT<---SMMA 1.000

72
CUS<---SMMA .081 .064 1.250 .211

INT<---SMMA .923 .151 6.122 ***

WOM<---SMMA .281 .112 2.519 .012

TRD<---SMMA 1.238 .183 6.757 ***

INF<---SMMA 1.170 .176 6.645 ***

INT1<---INT 1.000

INT2<---INT 1.231 .133 9.257 ***

INT3<---INT 1.224 .131 9.369 ***

INT4<---INT 1.127 .132 8.520 ***

ENT1<---ENT 1.000

ENT2<---ENT 1.208 .119 10.160 ***

ENT3<---ENT 1.029 .116 8.846 ***

ENT4<---ENT 1.140 .113 10.128 ***

WOM1<---WOM 1.000

WOM2<---WOM 1.045 .306 3.410 ***

INF1<---INF 1.000

INF2<---INF 1.120 .132 8.498 ***

INF3<---INF .884 .113 7.846 ***

73
TRD1<---TRD 1.000

TRD2<---TRD 1.129 .129 8.781 ***

CUS1<---CUS 1.000

CUS2<---CUS 1.526 .362 4.216 ***

CUS3<---CUS 1.688 .435 3.878 ***

Table 15: Regression Weights for Diagram 2 (SMMA)

Estimate

ENT<---SMMA .753

CUS<---SMMA .127

INT<---SMMA .736

WOM<---SMMA .243

TRD<---SMMA .946

INF<---SMMA .926

INT1<---INT .709

INT2<---INT .775

INT3<---INT .787

INT4<---INT .704

ENT1<---ENT .708

74
 ENT2<---ENT .832

ENT3<---ENT .712

ENT4<---ENT .829

WOM1<---WOM .852

WOM2<---WOM .843

INF1<---INF .698

INF2<---INF .740

INF3<---INF .671

TRD1<---TRD .712

TRD2<---TRD .768

CUS1<---CUS .447

CUS2<---CUS .626

CUS3<---CUS .732

Table 16: Standardized Regression Weights for Diagram 2 (SMMA)

Diagram 2 is used to evaluate the significance of the contribution of the first-order variable to
the second-order variable. Looking at the Regression Weights table, it can be concluded that the
five first-order variables (ENT, INT, WOM, TRD and INF) all explain the second-order variable well
(p-value is less than 0.05) except for the CUS variable (p-value is 0.12> 0.05). This means that the
CUS variable does not explain the second-order variable SMMA.

According to Hair et al. (2009), a factor loading value higher than 0.5 indicates that the first-order
variable contributes very well to the second-order variable. However, it can be seen that the
WOM variable has a factor loading of 0.243, which is less than 0.5, meaning that the WOM

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variable does not contribute well to the SMMA variable. In addition, all the remaining first-order
variables have very high factor loadings, in order of contribution to the second-order variable
from highest to lowest: TRD (0.946), INF (0.926), ENT (0.753), and INT (0.736).

5.3.4.2 SECOND-ORDER VARIABLES (CBR)

DIAGRAM 1:

Figure 14: CFA Diagram 1 for Second-order Variable (CBR)

Estimate S.E. C.R. P Label

COM1<---COM 1.000

COM2<---COM .951 .127 7.472 ***

COM3<---COM 1.076 .139 7.750 ***

COM4<---COM .945 .123 7.694 ***

SAT1<---SAT 1.000

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 SAT2<---SAT 1.122 .097 11.606 ***

SAT3<---SAT 1.106 .095 11.597 ***

TRU1<---TRU 1.000

TRU2<---TRU .830 .077 10.721 ***

TRU3<---TRU .926 .076 12.252 ***

Table 17: Regression Weights for Diagram 1 (CBR)

Estimate

COM1<---COM .686

COM2<---COM .687

COM3<---COM .727

COM4<---COM .718

SAT1<---SAT .778

SAT2<---SAT .796

SAT3<---SAT .795

TRU1<---TRU .797

TRU2<---TRU .730

TRU3<---TRU .809

Table 18: Standardized Regression Weights for Diagram 1 (CBR)

Looking at the Regression Weights table, we can see that the p-value of all observed variables is
less than 0.05, which means that all observed variables are significant. Next, looking at the
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Estimate column of the Standardized Regression Weight table, we can see that all observed
variables have a high level of relevance (the Estimate column value is greater than 0.5).

DIAGRAM 2:

Figure 15: CFA Diagram 2 for Second-order Variable (CBR)

Estimate S.E. C.R. P Label

TRU<---CBR 1.000

SAT<---CBR .532 2.420 .220 .826

COM<---CBR .009 .073 .124 .902

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 COM1<---COM 1.000

COM2<---COM .951 .127 7.472 ***

COM3<---COM 1.076 .139 7.750 ***

COM4<---COM .945 .123 7.694 ***

SAT1<---SAT 1.000

SAT2<---SAT 1.122 .097 11.606 ***

SAT3<---SAT 1.106 .095 11.597 ***

TRU1<---TRU 1.000

TRU2<---TRU .830 .077 10.721 ***

TRU3<---TRU .926 .076 12.252 ***

Table 19: Regression Weights for Diagram 2 (CBR)

Looking at the Regression Weights table of Figure 2, it can be concluded that the three first-order
variables (TRU, SAT, and COM) do not explain the second-order variable CBR (p-value is less than
or equal to 0.05), specifically the p-value of SAT is 0.826 and the p-value of COM is 0.902. This
means that the second-order variable CBR is not eligible for further analysis in the next step.

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5.3.4.3 OVERALL MODEL

Figure 16: CFA for Overall Model

• Model Fit Testing

Index Criteria Value

Chi-square/Df ≤3 1.314

GFI > 0.8 0.872

CFI ≥ 0.9 0.959

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 TLI ≥ 0.9 0.954

RMSEA ≤ 0.08 0.041

PCLOSE > 0.05 0.887

Table 20: Model Fit in CFA

Based on the research (Hu & Bentler, 1999), it can be seen that among the indicators in the
model fit above, all values are acceptable. As for the GFI value, it is based on two research works
of (Baumgartner & Homburg, 1996) and (Doll, Xia, & Torkzadeh, 1994), so GFI > 0.8 is still
accepted. Thus, it can be concluded that the model is a good fit.

• Discriminant and Convergent Validity

Estimate S.E. C.R. P Label

ENT<---SMMA 1.000

INT<---SMMA .932 .151 6.176 ***

WOM<---SMMA .306 .112 2.742 .006

TRD<---SMMA 1.238 .182 6.809 ***

INF<---SMMA 1.163 .174 6.671 ***

INT1<---INT 1.000

INT2<---INT 1.238 134 9.259 ***

INT3<---INT 1.227 .131 9.346 ***

INT4<---INT 1.132 .133 8.516 ***

ENT1<---ENT 1.000

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ENT2<---ENT 1.206 .119 10.140 ***

ENT3<---ENT 1.032 .116 8.865 ***

ENT4<---ENT 1.142 .113 10.129 ***

WOM1<---WOM 1.000

WOM2<---WOM 1.017 .277 3.671 ***

INF1<---INF 1.000

INF2<---INF 1.118 .131 8.528 ***

INF3<---INF .875 .112 7.816 ***

TRD1<---TRD 1.000

TRD2<---TRD 1.117 .127 8.805 ***

BI1<---BI 1.000

BI2<---BI .963 .105 9.185 ***

BI3<---BI 1.035 .106 9.781 ***

BI4<---BI .963 .102 9.443 ***

PI1<---PI 1.000

PI2<---PI 1.025 .099 10.346 ***

PI3<---PI 1.080 .104 10.417 ***

BI5<---BI .898 .104 8.623 ***

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BI6<---BI .980 .109 8.994 ***

BI7<---BI 1.005 .100 10.001 ***

Table 21: Regression Weights: (Group number 1 - Default model)

Estimate

ENT<---SMMA .754

INT<---SMMA .746

WOM<---SMMA .262

TRD<---SMMA .942

INF<---SMMA .918

INT1<---INT .706

INT2<---INT .777

INT3<---INT .786

INT4<---INT .705

ENT1<---ENT .708

ENT2<---ENT .831

ENT3<---ENT .714

ENT4<---ENT .830

WOM1<---WOM .863

83
 WOM2<---WOM .832

INF1<---INF .700

INF2<---INF .741

INF3<---INF .666

TRD1<---TRD .716

TRD2<---TRD .764

BI1<---BI .734

BI2<---BI .708

BI3<---BI .753

BI4<---BI .727

PI1<---PI .795

PI2<---PI .794

PI3<---PI .803

BI5<---BI .665

BI6<---BI .693

BI7<---BI .770

Table 22: Standardized Regression Weights: (Group number 1 - Default model)

To evaluate the quality of observed variables in CFA, this study uses two result tables: Regression
Weights and Standardized Regression Weights. An observed variable is considered significant in
the model if its p-value is less than 0.05 (at the 5% significance level). Looking at the Regression

84
Weights table, it can be seen that all items and their relationships have p-values of 0.000, which
are lower than 0.05. Therefore, all observed variables are significant to the model. The next step
is to check the values of Standardized Regression Weights. All values are higher than 0.5, which
means that the impact of these items on the variables is very good.

• Validity and Reliability Assessment

Figure 17: Model Validity Measures

From the figure, we can see the values that satisfy the condition were greater than 0.5, and under the
validity concerns section it was also announced that "No validity concerns here".

5.3.5 Structural Equation Modeling (SEM)

To investigate and assess multivariate causal relationships, scientific studies are increasingly utilizing
structural equation modeling (SEM), a powerful multivariate technique (Fan et al., 2016). The author
will employ SEM analysis to evaluate the hypotheses in this research.

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 Figure 18: Structural Equation Modelling (SEM)

Estimate S.E. C.R. P Label

BI<---SMMA .572 .147 3.893 ***

PI<---BI .321 .081 3.970 ***

PI<---SMMA .411 .131 3.133 .002

Table 23: Regression Weights: (Group number 1 - Default model)

From the table, we can see that all the relationships have p-values lower than 0.05. That means
hypotheses H1, H2, and H3 are accepted.

Estimate

BI<---SMMA .365

PI<---BI .354

PI<---SMMA .290

Table 24: Standardized Regression Weights: (Group number 1 - Default model)

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The Estimate in the Standardized Regression Weight table will be used to evaluate the degree of
impact of independent variables on the dependent variable through the order of the regression
coefficients. In which, SMMA affects BI with an estimated coefficient of 0.365; SMMA affects PI
with an estimated coefficient of 0.290. Meanwhile, BI affects PI with a loading coefficient of
0.354.

• Standardized Indirect Effects

SMMA BI PI TRD INF WOM ENT INT

BI ... ... ... ... ... ... ... ...

PI .001 ... ... ... ... ... ... ...

Table 25: Standardized Indirect Effects - Two Tailed Significance (BC)

SMMA BI PI TRD INF WOM ENT INT

PI .129 0 0 0 0 0 0 0

Table 26: Specific Indirect Effects

Looking at the two tables above, we can see that SMMA has an impact on PI with BI as the
mediating variable with an estimated value of 0.129.

5.4 Interpretation of Results

Variables Direct effect on the variable Indirect effects on the variable PI through the
intermediate variable

BI PI The mediating variable BI

SMMA 0.365 0.290 0.129

BI - 0.354 -

Table 27: Summarize the impact relations between variables

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The data analysis results show that Social Media Marketing Activities (SMMA) affect Purchase
Intention (PI) both directly and indirectly, with Brand Image (BI) acting as a bridge between
them.

For the direct impact: SMMA directly influences BI with a coefficient of 0.365 and also has a
direct effect on PI with a coefficient of 0.290.

For the indirect impact: BI plays a mediating role in the relationship between SMMA and PI. The
indirect effect of SMMA on PI, through BI, is 0.129.

Hypothesis Testing Result

H1 Supported
Social Media Marketing Activities positively affects Brand Image.

H2 Supported
Brand Image positively affects Purchase Intention.

H3 Supported
Social Media Marketing Activities positively affects Purchase Intention.

H4 Rejected
Social Media Marketing Activities positively affects Customer Brand Relationship.

H5 Rejected
Customer Brand Relationship positively affects Purchase Intention.

H6 Brand Image mediates the relationship between Social Media Activities and Purchase Supported
Intention.

H7 Customer Brand Relationship mediates the relationship between Social Media Rejected
Activities and Purchase Intention.

Table 28: Results of Hypothesis

5.5 Summary of Key Results

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The results of the hypothesis testing have clarified the critical factors in the study on the impact of
Social Media Marketing Activities (SMMA) on Purchase Intention (PI) in the context of 5-star hotels
and resorts in Danang City.

The results show that SMMA has a direct impact on BI. This shows that Social Media Marketing
Activities have helped hotels and resorts improve their Brand Image in the eyes of customers (H1 is
supported). SMMA also has a direct impact on PI (H3 is supported), in addition, Brand Image plays an
important role in influencing Purchase Intention. When the brand has a good image thanks to social
media marketing activities, customers tend to purchase more (H2 is supported), and also plays an
intermediary role between SMMA and PI.

However, the research results show that SMMA has no significant impact on CBR (H4 is rejected), CBR
also does not affect PI (H5 is rejected) and there is no indirect relationship between SMMA and PI
through CBR (H7 is rejected). This shows that in the context of this study, the relationship between
customers and brands is not a decisive factor in determining purchase intention.

5.6 Discussion of Key Findings

The impact of six first-order factors on the second-order variable - Social Media Marketing Activities
(SMMA) is different based on previous studies.

Compared to the previous studies of Sharma et al. (2020) and Moslehpour et al. (2021) it was shown
that all factors affect SMMA. Among the six factors of SMMA, ENT, TRD, and WOM have the
strongest influence on SMMA, and INF has an insignificant influence. However, in this study, it was
shown that TRD, INF, and ENT are the top 3 factors that strongly affect SMMA in the context of 5-star
hotels and resorts in Danang. In addition, the factor CUS is the factor that is eliminated in this study
because the results showed that CUS has no impact on SMMA.

This result may be due to the different human behaviors in each country. According to an article on
VTV.vn, Vietnamese people are shifting from watching traditional TV to highly interactive forms of
digital entertainment such as online games, livestreams, live game shows and online videos on social
media (Anh, 2019). This allows them to directly interact with content, share their opinions and
emotions. In addition, according to a report from Marketing AI, users not only watch videos for
entertainment purposes, but also to update news, grasp market trends and see genuine reviews from
KOLs and content creators (Trâm, 2020). This shows the increasing demand for consuming
informative and trending content.

89
In addition, according to the previous study of Sharma et al. (2020) and Moslehpour et al. (2021) it
was shown that CBR has a mediating relationship between SMMA and PI. However, this study found
that there was no mediating relationship between the variables mentioned above.

This may be due to differences in customer behavior in different regions. It can be seen that in the
context of Vietnam, Vietnamese consumers tend to want to experience products or services before
placing their trust, instead of relying solely on information from social media (Hào, 2016). In addition,
according to a report by PwC Vietnam, consumers are tending to prefer shopping on electronic
platforms, and prioritize using products from reputable suppliers (Khảo sát Thói quen Tiêu dùng: Báo
cáo tại Việt Nam, 2023). This shows that they need to have a certain amount of trust in a brand or
product before making a purchase decision. These findings show that, although social media plays an
important role in accessing information, Vietnamese consumers still prioritize experiencing products
or services directly to build trust before making a purchase decision and leading to different
influencing factors, and it may also be due to the small sample size of this study, leading to different
results from previous studies.

According to the previous study by Moslehpour et al. (2021), BI was shown to be a mediating factor
between SMMA and PI, which was confirmed once again in this study when the results also stated
that this relationship was acceptable and consistent with previous studies.

90
CHAPTER 6. CONCLUSION AND MANAGERIAL RECOMMENDATIONS

6.1 Conclusion

This study aims to answer the questions raised in Chapter 2, related to the relationship between the
factors of Social Media Marketing Activities and how they affect Purchase Intention in the context of
5-star hotels and resorts in Danang.

• What specific Social Media Marketing Activities (SMMA) elements influence Customers'
Purchase Intentions to choose five-star hotels and resorts in Danang City?

According to the results of the study, out of the total 6 factors of SMMA, only 1 factor Customization
has no support for SMMA. For the remaining 5 factors, the factor that has the strongest influence on
SMMA is Trendliness, followed by Informativeness, Entertainment, and Interaction and the factor
that has the least influence is WOM. This shows that customers interest with content that is trendy,
informative, and entertaining, whereas customized experiences may not contribute to SMMA in the
context of 5-star hotels and resorts in Danang city.

• How do Brand Image, and Customer Brand Relationship mediate the relationship between
Social Media Marketing Activities (SMMA) and Customers' Purchase Intentions?

It can be seen that only Brand Image has a mediating effect between the relationship of SMMA and
Purchase Intention. We can conclude that SMMA mainly helps to improve the way customers
perceive the brand and will lead to a higher chance of making a purchase. On the other hand,
Customer Brand Relationship on social media does not directly influence their purchase intention.

6.2 Implication for Practice and Recommendation for Your Placement Organisation

After the research, it can be seen that social media marketing is a great tool to attract customers to
know the brand and choose your hotel/resort as a place to stay.

Furama Resort Danang is known as a long-standing 5-star resort and has a solid position in the
hospitality industry in Danang, but that does not mean that the business is constantly trying to
improve every day. From the results of the research, this business can know the factors that strongly
influence customer behavior.

Furama should consider creating trend-oriented content to attract customers to know the Furama
brand, but should not abuse trend-following to create content that is not suitable for Furama's
luxurious and professional 5-star brand.

91
In addition to the trend factor, Furama should focus on providing content with full information to
customers about room packages, treatment packages at V-Senses spa, buffet packages, dining
combos at Furama restaurants, and other amenities. This will help customers avoid confusion and see
the professionalism in the way they work here, increasing the influence of the brand image.

As mentioned from the beginning, Furama is currently having problems with content on social media
that is too formal, there are very few images that are deeply relaxing, making customers feel bored
and not interested in choosing Furama, so Furama should consider discussing more about the plan to
create entertaining content, deeply relaxing. For example, you can shoot short videos of tourists
enjoying the tropical forest, swimming pool, and beach at Furama or regularly update feedback
images of tourists when experiencing the resort here. This will help attract more visitors to Furama's
social media, which will lead to a positive image and increase the likelihood of choosing Furama.

In addition, interacting with customers is also indispensable when wanting to attract customers to
your resort. Interacting with customers on social networks by responding to comments and messages
in a friendly and quick manner increases goodwill, thereby enhancing the professional and friendly
image of a leading 5-star resort brand in Danang.

6.3 Limitations of the Study

Limited area: This study was only conducted in Danang City, so the study cannot know how SMMA
will impact customer behavior differently compared to other areas.

Limited research participants: Lack of data from foreign customers due to the limited relationship of
the author. This study is still biased towards the behavior of customers in Vietnam, not showing the
behavior of foreigners to be able to target strategies to attract foreign tourists.

Not considering the relationship between Social Media Marketing, Customer Brand Relationship,
and Purchase Intention: This may be because the behavior of Vietnamese customers is to experience
Trust, Satisfaction, and Commitment. This is also understandable because to build a relationship
between customers and brands, the key point is to have previous experience, not just look at images
and videos on social media.

6.4 Recommendations for Future Research

Based on the above limitations, future studies can consider the following suggestions:

Expanding the scope of the study: Future studies can expand beyond Da Nang to compare the
impact of Social Media Marketing Activities (SMMA) in other areas, such as Hanoi, Ho Chi Minh City,

92
or other popular tourist destinations. This helps to examine whether differences in culture, economy,
or consumption habits affect the impact of SMMA on customer behavior.

Increasing the sample size and collecting data from international customers: Since the current study
lacks data from foreign customers, future studies should focus on expanding the survey group. This
will help businesses build more effective Social Media Marketing strategies to attract international
tourists.

Consider other factors such as Brand Awareness or Perceived Value to further expand the influence
of SMMA on PI.

93
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APPENDICES
ENGLISH VERSION:
Part 0:

1. Have you ever stayed at a 5-star hotels/resorts in Danang?

o Yes
o No
2. Did you follow those 5-star hotels/resorts's social media?
o Yes
o No

Part 1: Demographic Information

3. Please share your gender

o Male
o Female
o Others
4. Please share your age
o 18 - 25
o 26 - 35
o 36 - 45
o Over 45
5. Please share your current occupation
o Student
o Job seeker (Unemployed)
o Full-time job
o Entrepreneur/Self-employed/Freelancer
o Homemaker (Housewife/Househusband)
o Retired
o Other: __________
6. Please select the range that best reflects your average monthly income (including
allowances):
o Under 5 million VND
o 5 million - Under 15 million VND
o 15 million - Under 25 million VND

100
 o 25 million - Under 35 million VND
o 35 million VND and more

Part 2: Behavioral Information

7. Which 5-star hotels/resorts in Danang city did you stay? (Select all that apply)
o Furama Resort Danang
o InterContinental Danang Sun Peninsula Resort
o Sheraton Grand Danang Resort
o Pullman Danang Beach Resort
o Premier Village Danang Resort Managed by Accor
o Hyatt Regency Danang Resort & Spa
o Wyndham Danang Golden Bay
o Novotel Danang Premier Han River
o Muong Thanh Luxury Da Nang Hotel
o Danang Marriott Resort & Spa
o Four Points by Sheraton Danang
o Grand Mercure Danang
o Radisson Hotel Danang
o Naman Retreat
o TIA Wellness Resort (formerly Fusion Maia)
o Other: __________
8. Did you know about that 5-star hotels/resorts through which social media channels? (Select
all that apply)
o Facebook
o Google
o Instagram
o TikTok
o Tripadvisor
o YouTube
o Other: __________
9. Which format do you prefer to view in? (Select all that apply)
o Articles
o Images
o Infographics
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 o Livestream
o Podcasts
o Short posts/captions
o Stories
o Videos
o Other: __________
10. What type of content do you prefer to see on social media? (Select all that apply)
o Customer reviews
o Events
o Knowledge or how-to content
o New product updates
o Promotions
o Lifestyle content (e.g., behind-the-scenes, community engagement)
o Livestream
o User-generated content (e.g., content created by other customers)
o Other: __________
11. Who do you most go with?
o Alone
o With my beloved
o With friends
o With family
o With colleagues
o With business partners

Part 3: Measurement Items

The measurement questions form uses a 6-point Likert Scale:

1 2 3 4 5 6

Strongly Strongly
Disagree Slightly disagree Slightly agree Agree
disagree agree

Entertainment (ENT)

Item 123456

102
ENT1 The contents found on this hotels/resorts social media seem interesting

ENT2 It is exciting to use this hotels/resorts social media

It is fun to collect information of products and services through this hotels/resorts

ENT3 social media

ENT4 It is easy to kill time using this hotels/resorts social media

Customization (CUS)

Item 123456

CUS1 This hotel's/resort's social media offer customized information search

CUS2 This hotel's/resort's social media provide customized service

This hotel's/resort's social media gives me recommendations as per my

CUS3 requirements

Interaction (INT)

Item 123456

INT1 It is easy to convey my opinion through this hotels/resorts social media

It is possible to exchange opinions or conversation with other user through this

INT2 hotels/resorts social media

INT3 It is possible to do two-way interaction through this hotels/resorts social media

It is possible to share information with other users through this hotels/resorts

INT4 social media

Word of Mouth (WOM)

Item 123456

I would like to share information on brands, products, or services from this

WOM1 hotels/resorts social media

I would like to upload contents from this hotels/resorts social media on my

WOM2 personal social media

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 I would like to share opinions on brands, products or services acquired from this
WOM3 hotels/resorts social media with my acquaintances

Trendiness (TRD)

Item 1 2 3 4 5 6

TRD1 It is a leading trend to use this hotels/resorts social media

TRD2 Contents found on this hotels/resorts social media are up-to-date

Informativeness (INF)

Item 123456

This hotels/resorts social media offer accurate information on products and

INF1 services

INF2 This hotels/resorts social media offer useful information

INF3 The information provided by this hotels/resorts are comprehensive

Brand Image (BI)

Item 123456

In comparison to others, products and services of this hotels/resorts are of high

BI1 quality

BI2 This hotels/resorts has a rich history

BI3 I can reliably predict how this hotels/resorts will perform

BI4 This hotels/resorts is a leading company in hospitality industry

BI5 This hotels/resorts has extensive experience

BI6 This hotels/resorts is a good respresentative of the hospitality industry

BI7 This hotels/resorts is a customer-oriented company

Trust (TRU)

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 Item 123456

TRU1 This hotel/resort treats me fairly and justly

TRU2 This hotel/resort can be relied up to keep their promises

TRU3 It is my belief that this hotel/resort takes opinions into account to make decisions

Satisfaction (SAT)

Item 123456

SAT1 This hotels/resorts and I benefitted from the relationship

SAT2 Most people like me are happy in their interactions with this hotels/resorts

Through speaking, I am pleased with the relationship this hotels/resorts has

SAT3 established with me

Commitment (COM)

Item 123456

COM1 I feel that this hotels/resorts is trying to support a long-term commitment for me

COM2 I can see that this resorts/hotels want to keep a relationship with me

COM3 There is a permanent bond between this hotels/resorts and me

COM4 I would rather work together with this hotels/resorts than not

Purchase Intention (PI)

Item 123456

PI1 I would like to purchase products and services from this hotels/resorts

I would like to recommend my friends and family to purchase products and services
PI2 from this hotels/resorts

If there is a product or service that I want to purchase, I would like to use this
PI3 hotels/resorts

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VIETNAMESE VERSION:
Phần 0:

1. Anh/chị/bạn đã từng nghỉ dưỡng tại khách sạn hoặc khu nghỉ dưỡng 5 sao tại Đà Nẵng chưa?
o Đã từng
o Chưa từng
2. Anh/chị/bạn có theo dõi các trang mạng xã hội của khách sạn/khu nghỉ dưỡng 5 sao đó
không?
o Có
o Không

Phần 1: Thông tin chung

3. Giới tính của anh/chị/bạn:

o Nam
o Nữ
o Khác
4. Độ tuổi của anh/chị/bạn:
o 18 - 25
o 26 - 35
o 36 - 45
o Over 45
5. Nghề nghiệp hiện tại của anh/chị/bạn:
o Sinh viên
o Người đang tìm việc
o Người đi làm toàn thời gian
o Doanh nhân/Tự kinh doanh/Người làm việc tự do
o Nội trợ
o Đã nghỉ hưu
o Khác: __________
6. Thu nhập hàng tháng của bạn (bao gồm các khoản trợ cấp):
o Dưới 5 triệu VNĐ
o Từ 5 triệu VNĐ - Dưới 15 triệu VNĐ
o Từ 15 triệu VNĐ - Dưới 25 triệu VNĐ

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 o Từ 25 triệu VNĐ - Dưới 35 triệu VNĐ
o Từ 35 triệu VNĐ trở lên

Phần 2: Thông tin về hiểu và thói quen

7. Anh/chị/bạn đã từng ở những khách sạn và khu nghỉ dưỡng 5 sao nào tại Đà Nẵng? (Chọn tất
cả các đáp án phù hợp)
o Furama Resort Danang
o InterContinental Danang Sun Peninsula Resort
o Sheraton Grand Danang Resort
o Pullman Danang Beach Resort
o Premier Village Danang Resort Managed by Accor
o Hyatt Regency Danang Resort & Spa
o Wyndham Danang Golden Bay
o Novotel Danang Premier Han River
o Muong Thanh Luxury Da Nang Hotel
o Danang Marriott Resort & Spa
o Four Points by Sheraton Danang
o Grand Mercure Danang
o Radisson Hotel Danang
o Naman Retreat
o TIA Wellness Resort (formerly Fusion Maia)
o Khác: __________
8. Anh/chị/bạn biết đến các khách sạn và khu nghỉ dưỡng 5 sao này qua trang mạng xã hội nào?
(Chọn tất cả các đáp án phù hợp)
o Facebook
o Google
o Instagram
o TikTok
o Tripadvisor
o YouTube
o Khác: __________
9. Loại định dạng nào anh/chị/bạn thích xem trên mạng xã hội? (Chọn tất cả các đáp án phù
hợp)
o Bài viết
107
 o Hình ảnh
o Đồ họa thông tin (Infographics)
o Phát trực tiếp
o Podcasts
o Bài đăng ngắn/trích dẫn
o Story 24h
o Video
o Khác: __________
10. Loại nội dung nào anh/chị/bạn thích xem trên mạng xã hội? (Chọn tất cả các đáp án phù hợp)
o Cập nhật sản phẩm mới
o Đánh giá và nhận xét từ khách hàng
o Khuyến mãi
o Phát trực tiếp
o Nội dung giáo dục hoặc hướng dẫn
o Nội dung về phong cách sống (ví dụ: câu chuyện sau hậu trường, hoạt động cộng
đồng, ...)
o Nội dung do người dùng tạo ra (ví dụ: video review trải nghiệm, ...)
o Sự kiện
o Khác: __________
11. Anh/chị/bạn thường đi cùng ai nhất?
o Một mình
o Cùng người yêu/bạn đời
o Cùng bạn bè
o Cùng gia đình
o Cùng đồng nghiệp
o Cùng đối tác

Phần 3: Khảo sát về ý định lựa chọn khách sạn và khu nghỉ dưỡng 5 sao

Biểu mẫu câu hỏi đo lường sử dụng thang đo Likert 6 điểm:

1 2 3 4 5 6

Hoàn toàn không đồng Không đồng Có phần không đồng Có phần đồng Đồng Hoàn toàn đồng
ý ý ý ý ý ý

108
Tính giải trí (ENT)

Câu hỏi đo lường 123456

ENT1 Nội dung trên mạng xã hội của khách sạn/khu nghỉ dưỡng này có vẻ thú vị

ENT2 Thật vui khi sử dụng mạng xã hội của khách sạn/khu nghỉ dưỡng này

Việc thu thập thông tin về sản phẩm và dịch vụ qua mạng xã hội của khách
ENT3 sạn/khu nghỉ dưỡng này rất vui

Dễ dàng để giải trí hoặc giết thời gian khi sử dụng mạng truyền thông xã hội của
ENT4 khách sạn/khu nghỉ dưỡng này

Tính cá nhân hoá (CUS)

Câu hỏi đo lường 123456

Mạng xã hội của khách sạn/khu nghỉ dưỡng này cung cấp thông tin tìm kiếm được
CUS1 cá nhân hóa

Mạng xã hội của khách sạn/khu nghỉ dưỡng này mang đến dịch vụ được cá nhân
CUS2 hóa theo mong muốn

Mạng xã hội của khách sạn/khu nghỉ dưỡng này đưa ra các đề xuất được điều
CUS3 chỉnh phù hợp với yêu cầu của tôi

Tính tương tác (INT)

Câu hỏi đo lường 123456

Việc bày tỏ ý kiến của tôi qua mạng truyền thông xã hội của khách sạn/khu nghỉ
INT1 dưỡng này rất dễ dàng

Có thể trao đổi ý kiến hoặc trò chuyện với người khác qua mạng xã hội của khách
INT2 sạn/khu nghỉ dưỡng này

Có thể thực hiện tương tác hai chiều thông qua mạng xã hội của khách sạn/khu
INT3 nghỉ dưỡng này

Có thể chia sẻ thông tin với những người dùng khác thông qua mạng xã hội của
INT4 khách sạn/khu nghỉ dưỡng này

Tính truyền miệng (WOM)

Câu hỏi đo lường 123456

109
 Tôi muốn chia sẻ thông tin về thương hiệu, sản phẩm hoặc dịch vụ từ mạng xã
WOM1 hội của khách sạn/khu nghỉ dưỡng này

Tôi muốn đăng tải nội dung từ mạng xã hội của khách sạn/khu nghỉ dưỡng này
WOM2 lên mạng xã hội cá nhân của mình

Tôi muốn chia sẻ ý kiến về thương hiệu, sản phẩm hoặc dịch vụ thu thập được
từ mạng xã hội của khách sạn/khu nghỉ dưỡng này với bạn bè và người quen của
WOM3 tôi

Tính xu hướng hoá (TRD)

Câu hỏi đo lường 1 2 3 4 5 6

TRD1 Sử dụng mạng xã hội của khách sạn/khu nghỉ dưỡng này là một xu hướng hàng đầu

TRD2 Nội dung trên mạng xã hội của khách sạn/khu nghỉ dưỡng này luôn được cập nhật

Tính thông tin hoá (INF)

Câu hỏi đo lường 123456

Mạng xã hội của khách sạn/khu nghỉ dưỡng này cung cấp thông tin chính xác về
INF1 sản phẩm và dịch vụ

INF2 Mạng xã hội của khách sạn/khu nghỉ dưỡng này cung cấp thông tin hữu ích

Thông tin được cung cấp bởi mạng xã hội của khách sạn/khu nghỉ dưỡng này rất
INF3 đầy đủ và toàn diện

Hình ảnh thương hiệu (BI)

Câu hỏi đo lường 123456

So với các thương hiệu khác, sản phẩm và dịch vụ của khách sạn/khu nghỉ dưỡng
BI1 này có chất lượng cao

BI2 Khách sạn/khu nghỉ dưỡng này có một lịch sử phong phú

Tôi có thể dự đoán một cách đáng tin cậy về cách khách sạn/khu nghỉ dưỡng này sẽ
BI3 hoạt động

BI4 Khách sạn/khu nghỉ dưỡng này là một công ty dẫn đầu trong ngành khách sạn

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BI5 Khách sạn/khu nghỉ dưỡng này có nhiều kinh nghiệm

BI6 Khách sạn/khu nghỉ dưỡng này là một đại diện tốt của ngành khách sạn

BI7 Khách sạn/khu nghỉ dưỡng này là một công ty hướng đến khách hàng

Mức độ tin tưởng (TRU)

Câu hỏi đo lường 123456

TRU1 Khách sạn/khu nghỉ dưỡng này đối xử với tôi một cách công bằng và chính trực

TRU2 Khách sạn/khu nghỉ dưỡng này đáng tin cậy trong việc giữ lời hứa của họ

Tôi tin rằng khách sạn/khu nghỉ dưỡng này xem xét ý kiến của khách hàng khi đưa
TRU3 ra các quyết định

Mức độ hài lòng (SAT)

Câu hỏi đo lường 123456

SAT1 Tôi và khách sạn/khu nghỉ dưỡng này đều đã đạt được lợi ích từ mối quan hệ này

Hầu hết những người giống tôi đều cảm thấy hài lòng với các tương tác với khách
SAT2 sạn/khu nghỉ dưỡng này

SAT3 Nói chung, tôi hài lòng với mối quan hệ giữa khách sạn/khu nghỉ dưỡng này với tôi

Tính cam kết (COM)

Câu hỏi đo lường 123456

Tôi cảm thấy rằng khách sạn/khu nghỉ dưỡng này đang cố gắng hỗ trợ một cam
COM1 kết lâu dài dành cho tôi

Tôi có thể thấy rằng khách sạn/khu nghỉ dưỡng này muốn duy trì mối quan hệ với
COM2 tôi

COM3 Có một mối liên kết bền chặt giữa tôi và khách sạn/khu nghỉ dưỡng này

COM4 Tôi thích làm việc cùng với khách sạn/khu nghỉ dưỡng này hơn là không

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Dự định mua hàng (PI)

Câu hỏi đo lường 123456

PI1 Tôi muốn mua các sản phẩm và dịch vụ từ khách sạn/khu nghỉ dưỡng này

Tôi muốn giới thiệu bạn bè và gia đình mua các sản phẩm và dịch vụ từ khách
PI2 sạn/khu nghỉ dưỡng này

Nếu có sản phẩm hoặc dịch vụ mà tôi muốn mua, tôi sẽ sử dụng khách sạn/khu nghỉ
PI3 dưỡng này

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