The current study aims to identify the determinants that inspire hotels based in Jammu & Kashmir to employ social media marketing (SMA) to improve their performance in addition to the mediating influence of customer relationship management capabilities (CRMC). The study adopts a quantitative approach where data is gathered from 389 hotel managers/owners. Empirical validation of the theoretical model employing structural equation modelling with Smart-PLS4 is accomplished. The findings show that a hotel's adoption of SMA is influenced by perceived usefulness, perceived ease of use, cost-effectiveness, institutional pressure and structural assurance. Hotels’ acceptance of SMA improves their performance significantly, with CRMC having a partial mediating effect.
AbbasiGAAbdul RahimNFWuH, et al. (2022) Determinants of SME’s social media marketing adoption: competitive industry as a moderator. SAGE Open12(1): 1–19.
2.
AininSParveenFMoghavvemiS, et al. (2015) Factors influencing the use of social media by SMEs and its performance outcomes. Industrial Management & Data Systems115(3): 570–588.
3.
AlamSSNoorMKM (2009) ICT Adoption in small and medium enterprises: an empirical evidence of service sectors in Malaysia. International Journal of Business and Management4(2): 112–125.
4.
AlmaiahMAAlismaielOA (2019) Examination of factors influencing the use of mobile learning system: an empirical study. Education and Information Technologies24: 885–909.
5.
AlpkanLErgunEBulutC, et al. (2005) The effects of firm entrepreneurship on firm performance. The Journal of Dogus University6(2): 175–189.
6.
AnasAMAbdouAHHassanTH, et al. (2023) Satisfaction on the driving seat: exploring the influence of social media marketing activities on followers’ purchase intention in the restaurant industry context. Sustainability15(9): 7207.
7.
AndzulisJMPanagopoulosNGRappA (2012) A review of social media and implications for the sales process. Journal of Personal Selling & Sales Management32(3): 305–316.
8.
Annual report (2022–23) Ministry of Tourism, Government of India.
9.
AyehJK (2015) Travellers’ acceptance of consumer-generated media: an integrated model of technology acceptance and source credibility theories. Computers in Human Behavior48: 173–180.
10.
BhattacherjeeASanfordC (2006) Influence processes for information technology acceptance: an elaboration likelihood model. MIS Quarterly: Management Information Systems30(4): 805–825.
11.
BuhalisD (2003) eTourism: Information Technology for Strategic Tourism Management. Oxford: Pearson Education.
12.
CanoviMPucciarelliF (2019) Social media marketing in wine tourism: winery owners’ perceptions. Journal of Travel & Tourism Marketing36(6): 653–664.
13.
CassettaEMonarcaUDileoI, et al. (2020) The relationship between digital technologies and internationalisation. Evidence from Italian SMEs. Industry and Innovation27(4): 311–339.
14.
ChaiSDasSRaoHR (2011) Factors affecting bloggers’ knowledge sharing: an investigation across gender. Journal of Management Information Systems28(3): 309–342.
15.
ChangWParkJEChaiyS (2010) How does CRM technology transform into organizational performance? A mediating role of marketing capability. Journal of Business Research63(8): 849–855.
16.
ChatterjeeDGrewalRSambamurthyV (2002) Shaping up for e-commerce: institutional enablers of the organizational assimilation of web technologies. MIS Quarterly26(2): 65–89.
17.
ChatterjeeSKumar KarA (2020) Why do small and medium enterprises use social media marketing and what is the impact: empirical insights from India. International Journal of Information Management53. https://doi.org/10.1016/j.ijinfomgt.2020.102103.
18.
ChinWW (1998) The partial least squares approach to structural equation modeling. Modern Methods for Business Research295(2): 295–336.
19.
ChoESonJ (2019) The effect of social connectedness on consumer adoption of social commerce in apparel shopping. Fashion and Textiles6(1): 1–17.
20.
ChoeMJNohGY (2018) Combined model of technology acceptance and innovation diffusion theory for adoption of smartwatch. International Journal of Contents14(3): 32–38.
21.
ChongAYLChanFT (2012) Structural equation modeling for multi-stage analysis on radio frequency identification (RFID) diffusion in the health care industry. Expert Systems with Applications39(10): 8645–8654.
22.
ChoudhuryVKarahannaE (2008) The relative advantage of electronic channels: a multidimensional view. MIS Quarterly: 179–200. https://doi.org/10.2307/25148833.
23.
CortezRMJohnstonWJ (2017) The future of B2B marketing theory: a historical and prospective analysis. Industrial Marketing Management66: 90–102.
24.
Dahnil SikumbangMIB (2021) Social media adoption among small and medium enterprises: affordance perspective. Doctoral dissertation. University of Glasgow.
25.
DavisFD (1989) Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly: 319–340.
26.
DebSKNafiSMValeriM (2022) Promoting tourism business through digital marketing in the new normal era: a sustainable approach. European Journal of Innovation Management, (ahead-of-print). https://doi.org/10.1108/EJIM-04-2022-0218.
27.
De GraafMMBen AllouchSVan DijkJA (2019) Why would I use this in my home? A model of domestic social robot acceptance. Human–Computer Interaction34(2): 115–173.
28.
DessGGRobinsonRBJr (1984) Measuring organizational performance in the absence of objective measures: the case of the privately-held firm and conglomerate business unit. Strategic Management Journal5(3): 265–273.
29.
DewantaraMHJinXGardinerS (2023) What makes a travel vlog attractive? Parasocial interactions between travel vloggers and viewers. Journal of Vacation Marketing. https://doi.org/10.1177/13567667231186554.
30.
DiMaggioPJPowellWW (1983) The iron cage revisited: institutional isomorphism and collective rationality in organizational fields. American Sociological Review48(2): 147.
31.
DutotV (2015) Factors influencing near field communication (NFC) adoption: an extended TAM approach. The Journal of High Technology Management Research26(1): 45–57.
32.
EgeaJMOGonzálezMVR (2011) Explaining physicians’ acceptance of EHCR systems: an extension of TAM with trust and risk factors. Computers in Human Behavior27(1): 319–332.
33.
EgeaJMOGonzálezMVR (2011) Explaining physicians’ acceptance of EHCR systems: an extension of TAM with trust and risk factors. Computers in Human Behavior27(1): 319–332.
34.
EidRAbdelmoetyZAgagG (2020) Antecedents and consequences of social media marketing use: an empirical study of the UK exporting B2B SMEs. Journal of Business & Industrial Marketing35(2): 284–305.
35.
El-GoharyH (2012) Factors affecting e-marketing adoption and implementation in tourism firms: an empirical investigation of Egyptian small tourism organisations. Tourism Management33(5): 1256–1269.
36.
El ArchiYBenbbaB (2023) The applications of technology acceptance models in tourism and hospitality research: a systematic literature review. Journal of Environmental Management and Tourism14(2): 379–391.
37.
EzzaouiaIBulchand-GidumalJ (2020) Factors influencing the adoption of information technology in the hotel industry. An analysis in a developing country. Tourism Management Perspectives34: 100675.
38.
FanMQalatiSAKhanMAS, et al. (2021) Effects of entrepreneurial orientation on social media adoption and SME performance: The moderating role of innovation capabilities. PLoS ONE16. https://doi.org/10.1371/journal.pone.0247320.
39.
FolteanFSTrifSMTuleuDL (2019) Customer relationship management capabilities and social media technology use: consequences on firm performance. Journal of Business Research104: 563–575.
40.
FrenchAMLuoXRBoseR (2017) Toward a holistic understanding of continued use of social networking tourism: a mixed-methods approach. Information & Management54(6): 802–813.
41.
GangwarHDateHRaootAD (2014) Review on IT adoption: insights from recent technologies. Journal of Enterprise Information Management27(4): 488–502.
42.
Gomez-SuarezMVelosoM (2024) Enhancing social media engagement by the hospitality industry: the power of customer experience dimensions. Journal of Vacation Marketing30(2): 311–326.
43.
HairFJrSarstedtMHopkinsL, et al. (2014) Partial least squares structural equation modeling (PLS-SEM) an emerging tool in business research. European Business Review26(2): 106–121.
44.
HairJFAndersonRETathamRL, et al. (2019) Multivariate Data Analysis, Multivariate Data Analysis. In Book (Vol. 87, Issue 4).
45.
HairJFBlackWCBabinBJ, et al. (2010) Multivariate data analysis. Hoboken: Pearson Prentice Hall.
46.
HairJFSarstedtMRingleCM, et al. (2018) Advanced Issues in Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications. (Issue 1).
47.
HamSKimWGJeongS (2005) Effect of information technology on performance in upscale hotels. International Journal of Hospitality Management24(2): 281–294.
48.
HendersonDSheetzSDTrinkleBS (2012) The determinants of inter-organizational and internal in-house adoption of XBRL: a structural equation model. International Journal of Accounting Information Systems13(2): 109–140.
49.
Hennig-ThurauTMalthouseECFriegeC, et al. (2010) The impact of new media on customer relationships. Journal of Service Research13(3): 311–330.
50.
HenselerJRingleCMSarstedtM (2015) A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science43: 115–135.
51.
HogbergK (2017) Social media adoption: an exploratory international case study of hotel organisations. International Journal of Digital Culture and Electronic Tourism2(1): 67–82.
52.
HuLOlivieriM (2021) Social media management in the traveller’s customer journey: an analysis of the hospitality sector. Current Issues in Tourism24(12): 1768–1779.
53.
HudsonSThalK (2013) The impact of social media on the consumer decision process: implications for tourism marketing. Journal of Travel & Tourism Marketing30(1-2): 156–160.
54.
HurKKimTTKaratepeOM, et al. (2017) An exploration of the factors influencing social media continuance usage and information sharing intentions among Korean travellers. Tourism Management63: 170–178.
55.
IslamMTBoroA (2019) Tourism marketing via social media in India: the most effective marketing strategy to evolve Indian tourism. Journal of Tourism Intelligence and Smartness2(1): 39–46.
56.
JimenezMÁSCarmonaDGMoralMM (2024) Evolution of the impact of social media in hospitality: a bibliometric analysis. Journal of Destination Marketing & Management31: 100868.
57.
JoH (2022) Antecedents of continuance intention of social networking services (SNS): utilitarian, hedonic, and social contexts. Mobile Information Systems2022: 1–14.
58.
JonesNBorgmanRUlusoyE (2015) The impact of social media on small tourism business. Journal of Small Business & Enterprise Development22(4): 611–632.
59.
KanchanataneeKSuwannoNJarernvongrayabA (2014) Effects of attitude toward using, perceived usefulness, perceived ease of use and perceived compatibility on intention to use e-marketing. Journal of Management Research6(3): 1
60.
KaplanAMHaenleinM (2010) Users of the world, unite! The challenges and opportunities of social media. Business Horizons53(1): 59–68.
61.
KeWLiuHWeiKK, et al. (2009) How do mediated and non-mediated power affect electronic supply chain management system adoption? The mediating effects of trust and institutional pressures. Decision Support Systems46(4): 839–851.
62.
KeeganBIRowleyJ (2017) Evaluation and decision making in social media marketing. Management Decision55(1): 15–31.
63.
KhalifaMDavisonM (2006) SME adoption of IT: the case of electronic trading systems. IEEE Transactions on Engineering Management53(2): 275–284.
64.
KhayerATalukderMSBaoY, et al. (2020) Cloud computing adoption and its impact on SMEs’ performance for cloud supported operations: a dual-stage analytical approach. Technology in Society60: 101225.
65.
KietzmannJHHermkensKMcCarthyIP, et al. (2011) Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons54(3): 241–251.
66.
KimHDLeeILeeCK (2013) Building Web 2.0 enterprises: a study of small and medium enterprises in the United States. International Small Business Journal31(2): 156–174.
67.
KimKJShinDH (2015) An acceptance model for smart watches: implications for the adoption of future wearable technology. Internet Research25(4): 527–541.
68.
KimTChiuW (2019) Consumer acceptance of sports wearable technology: the role of technology readiness. International Journal of Sports Marketing and Sponsorship20(1): 109–126.
69.
KimWGLiJJBrymerRA (2016) The impact of social media reviews on restaurant performance: the moderating role of excellence certificate. International Journal of Hospitality Management55: 41–51.
70.
KimWGParkSA (2017) Social media review rating versus traditional customer satisfaction: which one has more incremental predictive power in explaining hotel performance?International Journal of Contemporary Hospitality Management29(2): 784–802.
71.
KockNLynnGS (2012) Lateral collinearity and misleading results in variance-based SEM: an illustration and recommendations. Journal of the Association for Information Systems13(7): 546–580.
72.
Lee-KelleyLGilbertDMannicomR (2003) How e-CRM can enhance customer loyalty. Marketing Intelligence & Planning21(4): 239–248.
73.
LeeYKozarKALarsenKR (2003) The technology acceptance model: past, present, and future. Communications of the Association for Information Systems12(1): 50.
74.
LeungDLawRVan HoofH, et al. (2013) Social media in tourism and hospitality: a literature review. Journal of Travel & Tourism Marketing30(1-2): 3–22.
75.
LeungXYBaiBStahuraKA (2015) The marketing effectiveness of social media in the hotel industry: a comparison of Facebook and Twitter. Journal of Hospitality & Tourism Research39(2): 147–169.
76.
LinHCHanXLyuT, et al. (2020) Task-technology fit analysis of social media use for marketing in the tourism and hospitality industry: a systematic literature review. International Journal of Contemporary Hospitality Management32(8): 2677–2715.
77.
LiuHKeWWeiKK, et al. (2010) The role of institutional pressures and organizational culture in the firm’s intention to adopt internet-enabled supply chain management systems. Journal of Operations Management28(5): 372–384.
78.
LuoQZhongD (2015) Using social network analysis to explain communication characteristics of travel-related electronic word-of-mouth on social networking sites. Tourism Management46: 274–282.
79.
MangoldWGFauldsDJ (2009) Social media: the new hybrid element of the promotion mix. Business Horizons52(4): 357–365.
80.
MarchesaniFMasciarelliFCeciF (2024) Digital trajectories in contemporary cities: exploring the interplay between digital technology implementation, the amplitude of social media platforms, and tourists inflow in cities. Cities146: 104749.
81.
Marco-LajaraBZaragoza-SáezPdCClaver-CortésE, et al. (2017) Tourist districts and internationalization of hotel firms. Tourism Management61: 451–464.
82.
MatikitiRMpinganjiraMRoberts-LombardM (2018) Application of the technology acceptance model and the technology–organisation–environment model to examine social media marketing use in the South African tourism industry. South African Journal of Information Management20(1): 1–12. https://hdl.handle.net/10520/EJC-ded491d2c.
83.
McKnightDHCummingsLLChervanyNL (1998) Initial trust formation in new organizational relationships. Academy of Management Review23(3): 473–490.
84.
Melian-GonzalezSBulchand-GidumalJ (2016) A model that connects information technology and hotel performance. Tourism Management53: 30–37.
85.
MorganNA (2012) Marketing and business performance. Journal of the Academy of Marketing Science40: 102–119.
86.
NarangajavanaYFiolLJCTenaMÁM, et al. (2017) The influence of social media in creating expectations. An empirical study for a tourist destination. Annals of Tourism Research65: 60–70.
87.
NdekwaAGKatunziTM (2016) Small and medium tourist enterprises and social media adoption: empirical evidence from Tanzanian tourism sector. International Journal of Business and Management11(4): 71–80.
88.
OkazakiSAndreuLCampoS (2017) Knowledge sharing among tourists via social media: a comparison between Facebook and TripAdvisor. International Journal of Tourism Research19(1): 107–119.
89.
OlanrewajuASTHossainMAWhitesideN, et al. (2020) Social media and entrepreneurship research: a literature review. In International Journal of Information Management50: 90–110.
90.
OrrLMBushVDVorhiesDW (2011) Leveraging firm-level marketing capabilities with marketing employee development. Journal of Business Research64(10): 1074–1081.
91.
ParkSY (2009) An analysis of the technology acceptance model in understanding university students’ behavioral intention to use e-learning. Journal of Educational Technology & Society12(3): 150–162.
92.
PateliAMylonasNSpyrouA (2020) Organizational adoption of social media in the hospitality industry: an integrated approach based on DIT and TOE frameworks. Sustainability (Switzerland)12(17). https://doi.org/10.3390/su12177132.
93.
PavlouPAGefenD (2004) Building effective online marketplaces with institution-based trust. Information Systems Research15(1): 37–59.
94.
PhamPHMGammohBS (2015) Characteristics of social-media marketing strategy and customer-based brand equity outcomes: a conceptual model. International Journal of Internet Marketing and Advertising9(4): 321–337.
95.
PizamAOzturkABBalderas-CejudoA, et al. (2022) Factors affecting hotel managers’ intentions to adopt robotic technologies: a global study. International Journal of Hospitality Management102: 103139.
96.
PizamAOzturkABHacikaraA, et al. (2024) The role of perceived risk and information security on customers’ acceptance of service robots in the hotel industry. International Journal of Hospitality Management117: 103641.
97.
PodsakoffPMMacKenzieSBLeeJY, et al. (2003) Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of Applied Psychology88(5): 879.
98.
PurvisRLSambamurthyVZmudRW (2001) The assimilation of knowledge platforms in organizations: an empirical investigation. Organization Science12(2): 117–135.
99.
QalatiSAYuanLWKhanMAS, et al. (2021) A mediated model on the adoption of social media and SMEs’ performance in developing countries. Technology in Society64. https://doi.org/10.1016/j.techsoc.2020.101513.
100.
Rahman UrRAli ShahSMEl-GoharyH, et al. (2020) Social media adoption and financial sustainability: learned lessons from developing countries. Sustainability12(24): 10616.
101.
RezekiSRIDharmawanDAzlinaY, et al. (2024) Analysis of the influence of promotion through digital marketing and effectiveness of marketing communication on customer decisions in hospitality industry. Jurnal Informasi dan Teknologi: 1–6. https://doi.org/10.60083/jidt.v6i2.521.
102.
SainaghiR (2010) A meta-analysis of hotel performance. Continental or worldwide style?Tourism Review65(3): 46–69.
103.
SainaghiRPhillipsPZavarroneE (2017) Performance measurement in tourism firms: a content analytical meta-approach. Tourism Management59: 36–56.
104.
Sanchez-LoorDAChangWS (2023) Experimental study of the effects of structural assurance, personal experiences, and product reviews on repurchase behavior in e-commerce platforms. Electronic Commerce Research23(3): 1971–2010.
105.
SerdarOKAN (2024) The mediating role of customer relationship managment (CRM) in the effect of innovation on perceived service quality: the case of airlines system. Journal of Aviation8(1): 32–42.
106.
SpitaMPeitzikaEChatziS (2020) Social media adoption among small and medium-sized Greek hotels: a survey about its antecedents and its impact on performance outcomes. International Journal of Decision Sciences, Risk and Management9(1–2): 23–54.
SuLSwansonSRChenX (2016) The effects of perceived service quality on repurchase intentions and subjective well-being of Chinese tourists: the mediating role of relationship quality. Tourism Management52: 82–95.
109.
TajudeenFPJaafarNIAininS (2018) Understanding the impact of social media usage among organizations. Information & Management55(3): 308–321.
TariyalABishtSRoyS, et al. (2023) Assessing the impact of perceived social media usefulness on Indian millennials’ online booking decision. Journal of Marketing Analytics: 1–17. https://doi.org/10.1057/s41270-023-00219-5.
112.
TaylorDCBarberNADealeC (2015) To tweet or not to tweet: that is the question for hoteliers: a preliminary study. Information Technology & Tourism15: 71–99.
113.
TeoHHWeiKKBenbasatI (2003) Predicting intention to adopt interorganizational linkages: an institutional perspective. MiS Quarterly27(1): 19–49.
114.
TrainorKJAndzulisJMRappA, et al. (2014) Social media technology usage and customer relationship performance: a capabilities-based examination of social CRM. Journal of Business Research67(6): 1201–1208.
115.
TungFCChangSCChouCM (2008) An extension of trust and TAM model with IDT in the adoption of the electronic logistics information system in HIS in the medical industry. International Journal of Medical Informatics77(5): 324–335.
116.
United Nations World Tourism Organisation (2021) International tourism to continued to robust growth in 2021. Retrived from UNWTO.
117.
UsakliAKocBSonmezS (2017) How social are destinations? Examining European DMO social media usage. Journal of Destination Marketing & Management6(2): 136–149.
118.
VenkateshVThongJYLXuX (2012) Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS Quarterly: Management Information Systems36(1): 157–178.
119.
VenkatramanNRamanujamV (1986) Measurement of business performance in strategy research: a comparison of approaches. Academy of Management Review11(4): 801–814.
120.
VoorheesCMBradyMKCalantoneR, et al. (2016) Discriminant validity testing in marketing: an analysis, causes for concern, and proposed remedies. Journal of the Academy of Marketing Science44: 119–134.
121.
WallTDMichieJPattersonM, et al. (2004) On the validity of subjective measures of company performance. Personnel Psychology57(1): 95–118.
122.
WambaFSEdwardsAAkterS (2019) Social media adoption and use for improved emergency services operations: the case of the NSW SES. Annals of Operations Research283: 225–245.
123.
WangZKimHG (2017) Can social media marketing improve customer relationship capabilities and firm performance? Dynamic capability perspective. Journal of Interactive Marketing39(1): 15–26.
124.
ZehirCAcarAZ (2005) The effects of organizational competences on business performance, Gazi University. The Journal of Economics and Administrative Sciences Faculty7(3): 15–34.
125.
ZhaoXLynchJGJrChenQ (2010) Reconsidering Baron and Kenny: myths and truths about mediation analysis. Journal of Consumer Research37(2): 197–206.
