Impact of social media activities on emotional attachment: An evidence from the hospitality industry of Pakistan

Abstract

The purpose of this study is to determine how social media activities affect emotional attachment by examining the roles of customer loyalty and satisfaction as mediators in the hospitality industry of Pakistan. The researcher used a sample size of 300, however, 289 final responses after screening were chosen for the final analysis. SPSS and AMOS are used to find the results of structural equation modeling and confirmatory factor analysis to find study the final. Findings suggest that social media activities have a positive impact on emotional attachment and social media activities also have a positive association the customer loyalty and satisfaction. However, customer loyalty and satisfaction show no mediation between social media activities and emotional attachment. To hunt down customers’ emotional attachment, loyalty, and satisfaction, social media is an active tool to communicate with customers, and managers in the hospitality industry can use this platform to increase market share and capture new opportunities. By examining the value in the context of the hospitality sector in Pakistan, this investigation gives new ideas and literature with proposed suggestions that are supported for future investigations.