Social Media Marketing and its Impact on the E-WOM in the Hospitality Sector of Pakistan with a Perspective of COVID-19

Abstract

This paper investigates the impact of social media marketing on e-WOM with a perspective of COVID-19. This research proposes a model that shows the impact of social media marketing have a significant influence on e-WOM. The approach used in this research is quantitative and used to support the theoretical model with the help of online survey. The results of all the items used in the questionnaire are analyzed with SPSS (considered credible source for exploratory research). The results drawn from 500 respondents presents that social media marketing influences the EWOM significantly. Furthermore, the research implies that the hospitality sector of Pakistan can make use of these variables like Information Satisfaction, Vividness and Entertaining Content, which can be beneficial to the marketing department. This study also has some limitations of time constraint, limited sample, and targeted variables, but it enables further researchers a platform for future studies. The research also demonstrates the ideal features of social media marketing to engage potential employees and to get the interest of the employees towards the workplace