Impact of Instagram visual content on eWOM for Sharia hotels in Indonesia

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The primary aim of this research is to investigate the effects of Advertisement Presentation of Contents (APC) and Advertisement Visual Types (AVT) on the eWOM of Sharia hotels. A quantitative approach was utilized, analyzing 202 Instagram posts from five Indonesian Sharia hotels between June and November 2023. The methodology involved the Structural Equation Modeling (SEM) with Partial Least Squares (PLS) analysis using Smart PLS software. The results revealed that visual content types, such as photos, videos, and reels, significantly enhance consumer attraction, with a path coefficient of 0.372 and a p-value of 0.000, indicating a strong positive influence. In contrast, hashtags and links showed no significant effect, with a path coefficient of -0.838 and a p-value of 0.000. The R-squared adjusted value of 0.208 indicates that the independent variables explain 20% of the variance in the dependent variable. The AVT’s influence on eWOM is at a high level (f-squared = 0.042). These findings suggest that Sharia hotels should prioritize creating high-quality visual content to enhance their social media marketing strategies. The study concludes that effective visual content on Instagram can enhance eWOM and improve consumer perceptions of Sharia hotels, enabling them to compete with conventional hotels. These findings provide valuable insights for Sharia hotel marketers to optimize their social media strategies, emphasizing the importance of visual content over textual elements like hashtags and links.

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    • Figure 1. Research model
    • Figure 2. Coefficient results
    • Table 1. Variable measurement
    • Table 2. Sharia hotel profile
    • Table 3. Reliability and validity of the variable
    • Table 4. Discriminant validity
    • Table 5. R-squared value
    • Table 6. Hypothesis testing
    • Conceptualization
      Azhar Alam, Annisa Sherly Rusiana, Isman
    • Data curation
      Azhar Alam
    • Formal Analysis
      Azhar Alam, Isman
    • Investigation
      Azhar Alam, Annisa Sherly Rusiana
    • Methodology
      Azhar Alam, Annisa Sherly Rusiana
    • Project administration
      Azhar Alam, Estina Rahmawati
    • Resources
      Azhar Alam, Estina Rahmawati, Isman
    • Software
      Azhar Alam, Annisa Sherly Rusiana
    • Supervision
      Azhar Alam, Isman
    • Validation
      Azhar Alam, Estina Rahmawati
    • Writing – original draft
      Azhar Alam, Annisa Sherly Rusiana, Estina Rahmawati
    • Writing – review & editing
      Azhar Alam, Annisa Sherly Rusiana, Isman
    • Visualization
      Annisa Sherly Rusiana, Estina Rahmawati