Consumer engagement in the conditions of business digitization: A case study of the hotel industry in Ukraine

This paper analyzes an emerging form of social media marketing, meme marketing, which has gained attention for its ability to entertain and engage users. Marketers and companies are recognizing the value of using memes as a tool to connect with consumers. To understand the effects of meme marketing activities, this paper aims to examine the impact of meme marketing activities on consumer purchase intentions and concurrently assess the mediating role of consumer engagement. The study encompassed 452 Indian social media users with active social media accounts and familiarity with memes and meme marketing concepts. It employed a quantitative methodology backed by robust statistical techniques. The method used for analysis was Structural Equation Modeling (SEM) through Analysis of Moment Structures (AMOS) software. The results found that meme marketing activities have a direct and significant positive impact (β = 0.257, p < 0.05) on consumer purchase intentions. It further shows that meme marketing has a direct and significant positive impact (β = 0.745, p < 0.05) on consumer engagement. It shows that consumer engagement has a direct and significant positive effect (β = 0.651, p < 0.05) on consumer purchase intention. However, the indirect impact of meme marketing activities on consumer purchase intentions is also significant, resulting in partial mediation. The study findings hold value for marketing managers, agencies, and companies that interact and engage consumers with memes and undertake meme marketing activities.

The hotel industry is critical in developing the economy. Moreover, it is the largest and most rapidly growing industry in Jordan. Employee satisfaction is a crucial element for the success of any organization, particularly in the hotel industry. Therefore, this study aims to examine the influence of human resource management (HRM) practices since these constructs could influence different outcomes at the workplace, such as employee satisfaction, service quality, and employee service behavior in the hotel industry. The study has undertaken five primary HRM practices – recruitment, capability, compensation, performance appraisal, and training and development (T&D) – to measure their impact on employee satisfaction, service quality, and employee service behavior. Data were collected from 290 employees and 290 customers of Jordan’s hotels across all categories in the four main tourist attractions: Amman, Petra, Aqaba, and the Dead Sea. A quantitative approach was employed using various statistical tools such as mean, tabulation of data, correlation, and ANOVA by SPSS software. The results indicated that HRM practices positively affect service quality, employee service behavior, and employee satisfaction. It was also found that when employees in Jordan’s hotel industry demonstrate excellent service behavior, the customer perceptions of service quality increase. Finally, effective human resource management strategy systematically organizes all individual human resource management measures to directly influence employee satisfaction, service behavior, and service quality in a way that leads hotels to achieve organizational success.

The Covid-19 epidemic has resulted in a dramatic decline in hotel public consumption. Hotel performance must be enhanced through the use of a hotel marketing strategy to compete with others. The aim of this paper is to examine the relationship between the innovation of the brand, dynamic capability of marketing, brand communication, brand experience, and brand performance in Indonesian 3-5 star international hotels. The data for this study were acquired using an electronic questionnaire on Google Forms from 530 customers who stayed in hotels throughout Indonesia prior to and during the Covid-19 pandemic. Smart-PLS 3.2.9 was used to analyze the data using the outer model and the inner model. The findings indicated as follows: brand innovation has a positive effect on brand communication; dynamic marketing capability has a positive influence on brand communication; brand communication directly has a positive effect on brand experience; brand experience significantly has a positive effect on brand performance; brand communication directly has a positive effect on brand performance; brand innovation has a positive influence on brand performance, and dynamic marketing capability has a positive effect on brand performance. This study contributes to the worldwide hotel strategy’s global marketing efforts in order to compete and improve performance in an increasingly competitive hotel business.