Impact Of Social Media Marketing On Brand Awareness In The Hospitality Industry Of Singapore

Problem Statement

Social Media Marketing which is simply referred to as the (SMM) illustrates the specific technique of marketing and advertising which makes use of the social media platforms and networks to market or advertise an entity’s commodities and services (Dwivedi, Kapoor and Chen 2015). Social media in simple, sense refers to the collective term which is used to describe or point out the applications and websites which are used and accessed by millions of individual subscribers or members for communication, interaction between themselves, for spreading community-based input, collaboration and for content sharing. So, the advertising or marketing technique which makes use of this social media platforms and networks having billions of members or subscribers around the world to promote or market their goods or devices is called the social media marketing. It is to be noted that through the use of social media marketing, a specific company can reach millions of target customers at the same time in today’s time where internet and social media is accessed by the majority of the children and adults around the world. It is also to be noted that social media marketing allows a company to easily engage with its existing customers, acquire new customers and at the same time promote their specific mission and culture in the most convenient, easy and cheaper manner (Alves, Fernandes and Raposo 2016). On the other hand, brand awareness which an eminent marketing terms that represents the customer recognition degree of a product or service through which a customer is able to identify such a product or service. In simple sense, brand awareness refers to the degree of distinguishing capabilities of a service or a product produced or sold by any entity that can be recognised directly by its name by the customers (Alkhawaldeh et. al. 2017). Hence, brand awareness creation is nothing but promoting a product or service by any entity to such an extent that such product or service gets easily distinguished or identified by the customers by its name only. So, the primary aim of this research paper is to investigate into the impact which social media marketing might have on the brand awareness within the hospitality industry of Singapore.

The problem statement for this specific research have been derived from the research gap that exists in the literature base. It is to be noted that there have been similar studies been conducted earlier this research such as the ones conducted by Seo and Park (2018) who have considered the impact of “social media marketing” on “brand equity” in the “airline industry” and Mehr, Mehr and Mehr (2018) who have considered the impact of “social media marketing” on “brand equity” considering the “beauty industry” especially the “beauty clinics.” However, none of the past papers have shed light on the impact of “social media marketing” on the eminent factor of “brand awareness” especially in the context of the “hospitality industry” of “Singapore.” This is where the gap to the existing literature base lies that is expected to be fulfilled through this present research study.

Scope of Research

 The scope of the research revolves around the social media marketing on the brand awareness within the hospitality industry of Singapore only. The rationale behind choosing this particular topic is that the social media marketing is one of the premier forms of digital marketing technique which are in use in today’s world. The use of this particular technique does not entail huge costs of marketing of advertising; however, with the use of this particular marketing technique the companies can reach millions of target population at one go because the social media is now used by almost every people above the age of eight to 10 years. People in today’s world buy a certain commodity or book a hotel or a service by greatly relying om the marketing done on different social media platforms. However, it is to be noted that there has been no single similar study that have been dedicated on the hospitality industry of Singapore. This is why this particular research has been considered and being conducted.

The aim of this research is to investigate into the impact of social media marketing on the brand awareness within the hospitality industry of Singapore.  

The research objectives that have been developed to conduct this specific study are as follows:

• To study the impact of entertainment on brand awareness within the hospitality industry.
• To ascertain the impact of interaction on brand awareness within the hospitality industry.
• To investigate into the impact of Trendiness on brand awareness within the hospitality industry.

The research questions that have been framed to conduct the research upon are as follows:

• What is the impact of entertainment on brand awareness within the hospitality industry?
• What is the impact of interaction on brand awareness within the hospitality industry?
• What is the impact of Trendiness on brand awareness within the hospitality industry?

The probable outcomes of this particular research have been listed below that will be tested against the statistical analysis conducted on the primary data collected from the respondents.

• H₀₁: Entertainment does not have a positive impact on brand awareness within the hospitality industry.
• H₁: Entertainment has a positive impact on brand awareness within the hospitality industry.
• H₀₂: Interaction does not have a positive impact on brand awareness within the hospitality industry.
• H₂: Interaction has a positive impact on brand awareness within the hospitality industry.
• H₀₃: Trendiness does not have a positive impact on brand awareness within the hospitality industry.
• H₃: Trendiness has a positive impact on brand awareness within the hospitality industry.

 Social media marketing according to Evans, Bratton and McKee (2021), illustrates to such a marketing technique which uses the social media platforms and networks in order to accomplish the various branding and marketing goals for any given business or non-business enterprise intends to do so. Therefore, social media marketing in simple sense leverages the power of different popular and established social media platforms to the advantage of the business and non-0business entities intending to carryout such an advertising or marketing objective. According to a major business development, marketing and market research organisation, “Worldstream”, an US adult resident spends at least 2.25 hours a day on social media (WordStream 2022). The Worldsteram also claimed that more than 70% of the business that used social media platforms for advertising or promoting their brand have been quite successful. This trend of high social media usage is noticeable in almost every developing or developed country where Singapore is no exception. According to another eminent market survey and data generation organisation, “Statista”, more than 4.7 million people that is over 86.42% population of Singapore uses social media as of 2020 where they use at least 2.53 hours of social media each day and such number are growing each single day (Statista 2022). This is how easy for businesses to reach its target population within seconds and hence this is why the social media marketing is gaining much popularity these times.

The core pillars of social media marketing firstly starts with a sound strategy for “social media marketing (Du Plessis 2017).” It is to be noted that according to Du Plessis (2017) a sound strategy must contain a valuable and attractive content and it should be able to drive the customer engagements and should enhance the conversations between the customers and also between the customers and the brand in the form of enquiry if needed. The sound strategy should also be goal oriented and should be measurable. Now, enquiry may take place either through messages done to the brand or through visiting the website of the brand or the company by the customer which will enhance the website traffic. The second core pillar relates to planning and then publishing. A proper plan is to be developed first which will have the knowledge of the target audience and their need, should focus on the quality of the content and lastly should consider the brand image synchronisation of the plan with the goals and objectives. Then after the planning phase ethe publishing of the content over the social media takes place (Neilpatel 2022). The third eminent core pillar is “listening and engagement” which will be dealing with listening of the type of responses obtained and later engaging and changing the content based upon the feedback received. The other eminent core pillars include “Analytics” which includes understanding the user preference and behaviour patterns, followed by analysis of competitors, calculating the best time to post the content and finally refining the content according to the analytical data. The last eminent pillar is the “Advertising” which relates to posting the refined content in the ideal and selected social media platform.

Research Objectives

The basic types of social media marketing are as follows:

Owned: This is the first type of social media marketing where the marketer posts or published 100% self-owned materials or content such as photos or posts.

Organic: Under the organic social media marketing the marketer is not required to pay anybody for the advertisement and hence refers to the content that automatically gains views or becomes popular or viral over the internet thereby driving enquiring customer traffic towards the company especially to its website or mobile application (Neilpatel 2022).

Paid: Paid advertisement are advisements that are run on different social media platforms by paying the operations of such social media platforms such as paid advertises posted on Facebook or Instagram.

Earned: Earned advertise4mts are not conducted by the organisation intending to advertise its contents using the social media platforms and in place of it these are posts done by some different people who do not have any stake at the company (RezStream 2022). So, these are simply posts or shares done by aby individual outside the company intending to promote or sell, any product or service in any social media platform.

Entertainment: The first activity or characteristic of social media marketing is entertainment. It is to be noted that according to Seo and Park (2018), the social media is duly accessed by the people for attaining the daily course of pleasure and fun according to their interests. So, if a social media marketing campaign has to draw attention of the people surfing different social media platforms, the advertises have to be entertaining and fun. Hence, the marketing strategies should be designed in such a way that the contents and its presentation is entertaining to the people watching it otherwise they will skip the add and the campaign would be a total disaster for the firm intending to do so.

Interaction: The second characteristics or activity of social media marketing is the interaction stimulating capability of the of the content and the campaign in general. It is to be noted that the social media is not only a place to draw entertainment by its users but also a place where people known or unknown interacts with each other or communicates with each other in different forms. So, the marketing campaign or content to be specific should be designed in such a way that it drives interactions between the participants, members or users of the social media platforms. In many cases it can be seen that there are some experts or influencers who share their expert opinion on different social media platform concerning an event or a new product that have created interactions between people which have a direct impact on the overall social media marketing campaign of such a product or idea or service (Seo and Park 2018). So, the social media marketing campaigns or strategies should be designed in such a manner that it stimulates interactions within the holistic social media platform.

Trendiness: According to Seo and Park (2018), trendiness refers to the research and supply of current information about a product, service, taste and preference or any other factors or determinants of consumer behaviour. So, the characteristic of trendiness portrays the fact that the social media marketing must possess trendiness in its design, strategy and approach so that the current trends are captured and portrayed through the marketing campaigns so that it becomes appealing and watchable to the target customers.

Research Questions

Customisation: Customisation of social media marketing illustrates of controlling or shaping such social media marketing campaigns according to the needs, wants and taste and preference of the target customers so that the target customers are happy and contended while going through the social media advertisement or post thereby easily the ultimate goal of acquiring new customers and at the same time retain the existing thereby driving up sales, profit and reputation for the company running such social media marketing campaign (Seo and Park 2018).

The benefits of social media marketing are as follows:

Driving traffic: The social media is used by millions in the majority of the countries around the world where such rate is over 86.42% of Singaporeans for over 2.5 hrs a day on an average (Statista 2022). So, a good and appealing social media marketing campaigns have the power to drive more traffic either towards the website of the company or through enhancement of physical traffic to the company stores or outlets for a physical product.

Enhancing brand awareness: The social media marketing which uses the social media platforms for marketing or advertising allows the advertiser or marketer to reach a wider audience or target population at a very short span of time thereby enhancing the brand awareness or recognition in a very convenient and easy way.

Higher conversion rate: Social media platforms are used by millions around the world where an appealing or entertaining or good campaign may easily convert a target customer into a potential buyer (Blue Fountain Media 2022). It is also to be noted that the social media platforms are now accessed by majority of a country’s population who may or may not follow any other modes of advertisement especially the advertisements run on print media. So, an appealing social media marketing campaigns have a higher conversion rate than any other media in today’s time.

Retaining of existing customers: The existing customers does not get bored of a strategic social media marketing campaign as it considers the eminent characteristics of trendiness, entertainment and interactions which ultimately convinces the existing customers to purchase the product or service.

Acquiring of new customers: New customers can be easily acquired through a good, informative, interactive and appealing marketing campaign (WordStream 2022).

Enhancing brand loyalty and brand image: A good, entertaining and interactive social media marketing keeps all present and prospected customers interested at all times thereby driving sales up along with enhancing brand loyalty and brand image of the company conducting such effective marketing of its products and services.

Brand awareness can be best illustrated as the measure of the degree to which a customer may be able to identify a particular branded product or service by its name only (Foroudi, 2019). So, a brand awareness is simply a combination of brand recognition and brand recalling power of a customer. It is to be noted that there are numerous benefits of brand recognition which firstly initiates with creation of a competitive edge in the market with higher brand awareness as the products or services gets popularised and recognised by the customers thereby motivating and shaping the consumer behaviour to buy this particular product or service. Secondly, a higher brand recognition induced by a high brand awareness allows a firm to easily introduce and popularise a new predict or service (Millennium Agency 2022). Thirdly, brand awareness enhances the shared value of the customer and their loyalty towards the brand and many more.

Probable Outcomes

There are many studies which have been conducted to ascertain the impact of social media marketing on brand awareness in different countries; However, the most prominent six studies firstly initiate with the study conducted by Bilgin (2018), who tried to ascertain the impact of “social media marketing activities” on “brand image”, “brand awareness” and “brand loyalty” in Turkey, found that social media marketing had a considerable positive effect on brand awareness. Simar results were obtained by Monica and BalaÅŸ (2014) who tried to ascertain the results in the context of the African continent found that social media marketing can have the power to raise the standard of brand awareness. The other eminent studies which have been conducted in this very field include the one conducted by Tritama and Tarigan (2016), found that social media have a significant amount of influence on the brand awareness and product attraction. The other similar studies which have been conducted by Maria et. al. (2016) in the context of Indonesia, ElAydi (2018) in the context of mobile service providing company in the country of Egypt and the one conducted by Cheung, Pires and Rosenberger III (2019), portrayed similar results that the “social media marketing” have a direct positive impact on brand awareness and on the other factors such as brand image.

The above-mentioned empirical research portrays that there have been numerous studies which have been duly conducted in this very field of social media marketing and its impact on the brand awareness, consumer behaviour and brand equity. However, no previous researches have duly considered the hospitality sector to be specific especially in the context of Singapore for conducting such studies where lies the research gap or gap to the existing literature base that is expected to be bridged through the conduction of this current study. 

Research Onion model is one of the eminent research models developed by Saunders, Lewis and Thornhill in 2015 that illustrates the strategy for ideal research. The model as developed by the above-mentioned researchers contains different stages with numerous alternatives for a researcher to adopt from for his research based upon the criteria, topic and nature of his research study (Sahay 2016). The research onion model has been solely consulted by the present researcher for developing the research methodology chapter from the research model illustration portrayed down under.

Research philosophy according to Kothari (2019), illustrates and relates to the specific belief of the researcher based upon which he will be collecting the necessary data for the research and also will be analysing such data thereby conducting the holistic research. In simple sense, the philosophy illustrates the belief following which the researcher wants to conduct the research and arrive at the results. It is to be specifically noted that before going deeper into the selection procedure of an ideal research philosophy, the researcher must select or adopt the true characteristics of the philosophy. There are two primary characteristics of research philosophy remaining at the disposal of any researcher to choose or adopt from namely the “Doxology” which points to such a situation which is “believed to be true” and “Epistemology” which points to a situation which is “known to be true.” In this current study, the “Doxology” research philosophy characteristic will be adopted as it is believed that “social media marketing” will have a positive impact on the factor of “brand awareness” in any industry where the “hospitality industry” of “Singapore” is no exception. Kothari (2019) also portrayed that there are four philosophies from where a researcher can select his ideal philosophy for his research namely the “Interpretivism”, “Realism”, “Positivism” and “Pragmatism.” Firstly, the “Interpretivism” philosophy makes use of the wisdom and knowledge of the respondents in case of primary data collection and also uses the expertise and experience of the researcher to analyse the data collected in due course of the research. On the other hand, the second philosophy of “Positivism” believes on the presence of a certain fact, truth or reality which according to the philosophy can be easily established through any scientifically established tools, methods or techniques. On the contrary, the “Realism” philosophy is an applied philosophy portrays of a certain application of a certain variable on another variable to reveal a certain conclusion. Lastly, the “Pragmatism” is a hybrid philosophy which is the effective mix of the “Positivism” and the “Interpretivism” philosophies. This particular research study will be using the “Interpretivism” philosophy because the study will explore the impact of “Social media marketing” on “brand awareness” within the “hospitality industry” of “Singapore” in the light of primary data collected from the respondents which will portray their inherent knowledge and expertise along with portrayal of the statistical analysis skills of the researcher who will be analysing such primary data in a statistical process to reach the conclusion.

The Power of Social Media Marketing

The approach of research portrays the overall research structure containing a holistic plan and procedure. According to Ørngreen and Levinsen (2017), there are two primary approaches of research to choose from by any researcher namely the “Inductive” and the “Deductive.” The present study will be selecting the “Deductive” approach because the hypotheses were developed at the very beginning of the study and later data have been collected to test such framed hypotheses as desired under the “Deductive approach.   

Research deign illustrates the exact procedures to be conducted by the researcher for an effective carrying out of his study (Snyder 2019). This study will be making use of the “Exploratory” design of research out of different other alternatives such as “Descriptive”, “Explanatory” and many others because the research aims to explore the impact of “Social media marketing” on “brand awareness” within the “hospitality industry” of “Singapore.”

The data will be collected using the “semi-structured” “close-ended” “questionnaire” under the “survey method” for data collection (Mackey and Gass 2015).         

The sampling method which has been used in this study is “Simple random sampling” and the sample size of “100 respondents” have been selected from the “general customer or consumers” of different products or services offered by the “hospitality industry” of “Singapore (Taherdoost 2016).” 

The collected primary data have been analysed using the statistical techniques of “Descriptive statistics”, “regression” and “corelation” using a reliable statistical platform, the “IBM SPSS.”

Ethical considerations according to Kothari (2019) refers to the ethical standards which the researcher as a professional have followed during the research study especially during the collection and analysis of the required data. In this specific study, the primary data was collected through the help of survey technique where due permission was taken from each respondent before sending or presenting them with the questionnaire. It is to be secondly noted that no force or coercion was portrayed by the researcher on any respondents to force them to participate in the research study or mould the results through portrayal of biased opinion which would ultimately portray a likable result of the study that will destroy the true cause of the study itself (Kothari 2019). Finally, it is to be noted that as per the ethical standards, all secondary materials or sources through which secondary data was collected and used throughout the study were properly referenced to uphold the research integrity and to acknowledge the sources from where such data have been collected.

Based on the exploratory analysis of gender, we are able to determine how a total of 49% male and 51% female had been selected for the gender category. Therefore, the overall study has maintain the reliability in terms of ensuring that the gender has been selected proportionately.

The exploratory analysis of age indicates how most of the respondents are in the age group between 26 to 35 years. This is evident in form of a total response of 35 from this age group.

Based on the analysis of nominal variables such as marital status of individuals, we are able to observe that a majority of the individuals are unmarried. 

Similarly, as per the hospitality website entertainment aspect, the overall response has been mixed as there are several respondents for both 3 and 5 ratings.

A similar depiction can be made in terms of hospitality website interaction where we are able to determine a mixed response of rating 3 and rating 5. 

The highest response for hospitality website electronic word of mouth has been of an identified with a mixed response of 3,4 and 5 in the Likert scale. 

In terms of hospitality website trendiness, we are able to see the highest response for option 4 and the second highest response for option 5.

The hospitality website rating can be directly identified to be highest with rating 5 with total number of responses as 31. 

The hospitality website providing information on entertainment facilities such as amusement park is important

This question has been answered with strong agreement among the 100 respondents. Such a response can be directly seen with a total of 33 responses.

The hospitality website providing information on entertainment facilities such as nightclubs is important

On a similar note, the following question’s response can be directly identified with a total response of 31 for strong agreement.

The hospitality website providing information on entertainment facilities such as amusement park is important

The following question’s response can be directly identified with a total response of 28 for strong agreement.

The hospitality website providing information on entertainment facilities such as theatres is important

The following question’s response can be directly identified with highest total response of 25 for agreement.   

The hospitality website providing information on entertainment facilities such as stadiums is important

The following question’s response can be directly identified with highest total response of 25 for agreement.

The hospitality website providing information on entertainment facilities such as stadiums is important

The following question’s response can be directly identified with highest total response of 26 for agreement.

The hospitality website providing better interaction in terms of follow up is important

The following question’s response can be directly identified with highest total response of 28 for strong agreement. 

The hospitality website providing better interaction in terms of follow up with previous conversation is important

The following question’s response can be directly identified with highest total response of 30 for strong agreement.  

The hospitality website providing better interaction in terms of acknowledgement of service is important

The following question’s response can be directly identified with highest total response of 27 for strong agreement.

The hospitality website providing better interaction in terms of direct chat with customer service executive is more important than AI chatbot

The exploratory analysis suggest that the following question’s response can be directly identified with highest total response of 25 for strong agreement. 

The hospitality website providing eWOM in terms of expressing their own views and sharing their personal experiences about a destination is important

The following question’s response can be directly identified with highest total response of 22 for agreement.

The hospitality website providing eWOM in terms of expressing their own views and sharing their personal experiences about cost-effective list of services is important

The following question’s response can be directly identified with highest total response of 22 for strong agreement.

The hospitality website providing eWOM in terms of expressing their own views and sharing their personal experiences about cost-effective list of services is important

The following question’s response can be directly identified with highest total response of 27 for strong agreement.

The hospitality website providing eWOM in terms of expressing their own views and sharing their personal experiences about a hotel is important 

Importance of Trendiness aspects in the hospitality website such as Digitalized guest experiences

The following question’s response is identified with highest total response of 25 for strong agreement.

Importance of Trendiness aspects in the hospitality website such as personalization

The following question’s response is identified with highest total response of 23 for strong agreement.

Importance of Trendiness aspects in the hospitality website such as Holistic hospitality, health & well-being

The following question’s response is identified with highest total response of 23 for strong agreement.

Importance of Trendiness aspects in the hospitality website such as Bleisure travelers & hotel work spaces

The following question’s response is identified with a mixed response for all the options.

Importance of Trendiness aspects in the hospitality website such as Mobile Check-In Service

The following question’s response is identified with highest response for Agreement with a total of 25 responses. 

Brand awareness factors in the hospitality website such as credibility of the services is important

The following question’s response is identified with highest response for strong disagreement with a total of 27 responses.

Brand awareness factors in the hospitality website such as ratings of the service is important

The following question’s response is identified with highest response for strong disagreement with a total of 29 responses 

Brand awareness factors in the hospitality website such as attracting the travellers towards a particular place is important

The following question’s response is identified with highest response for strong agreement with a total of 28 responses. 

Brand awareness factors in the hospitality website such as values of the hotel is important

The following question’s response is identified with highest response for strong disagreement and disagreement with a total of 23 responses.  

 As per the results of the descriptive statistics we are directly able to discern how the average Hospitality website entertainment (IV1) rating has been 3.22. Similarly, the average Hospitality website interaction (IV2) rating has been 3.25, mean Hospitality website Electronic Word of Mouth (IV3) can be depicted with 3.28 and Hospitality website Trendiness (IV4) can be seen as 3.30. On a similar note, the mean of all the other general questions can be directly depicted from the results of table 1.

Descriptive Statistics
	N	Minimum	Maximum	Mean	Std. Deviation
1. Gender	100	1	2	1.51	.502
2. Age	100	1	4	2.39	1.024
4. Hospitality website entertainment (IV1)	100	1	5	3.22	1.404
5. Hospitality website interaction (IV2)	100	1	5	3.25	1.381
6. Hospitality website Electronic Word of Mouth (IV3)	100	1	5	3.28	1.356
7. Hospitality website Trendiness (IV4)	100	1	5	3.30	1.352
8. Hospitality website brand awareness(DV)	100	1	5	3.29	1.458
9. The hospitality website providing information on entertainment facilities such as amusement park is important	100	1	5	3.29	1.266
10. The hospitality website providing information on entertainment facilities such as nightclubs is important	100	1	4	2.65	1.132
11. The hospitality website providing information on entertainment facilities such as amusement park is important	100	1	5	3.27	1.441
12. The hospitality website providing information on entertainment facilities such as theatres is important	100	1	5	3.19	1.440
13. The hospitality website providing information on entertainment facilities such as stadiums is important	100	1	5	3.26	1.383
14. The hospitality website providing better interaction in terms of follow up is important	100	1	5	3.30	1.474
15. The hospitality website providing better interaction in terms of follow up with previous conversation is important	100	1	5	3.13	1.548
16. The hospitality website providing better interaction in terms of acknowledgement of service is important	100	1	5	3.05	1.513
17. The hospitality website providing better interaction in terms of direct chat with customer service executive is more important than AI chatbot	100	1	5	3.03	1.494
18. The hospitality website providing eWOM in terms of expressing their own views and sharing their personal experiences about a destination is important	100	1	5	2.97	1.446
19.  The hospitality website providing eWOM in terms of expressing their own views and sharing their personal experiences about cost-effective list of services is important	100	1	5	2.97	1.507
20. The hospitality website providing eWOM in terms of expressing their own views and sharing their personal experiences about a restaurant is important	100	1	5	3.05	1.533
21. The hospitality website providing eWOM in terms of expressing their own views and sharing their personal experiences about a hotel is important	100	1	5	3.13	1.502
22. Importance of Trendiness aspects in the hospitality website such as Digitalized guest experiences	100	1	5	2.91	1.545
23. Importance of Trendiness aspects in the hospitality website such as personalization	100	1	5	2.87	1.509
24. Importance of Trendiness aspects in the hospitality website such as Holistic hospitality, health & well-being	100	1	5	2.97	1.466
25. Importance of Trendiness aspects in the hospitality website such as Bleisure travelers & hotel work spaces	100	1	5	2.98	1.435
26. Importance of Trendiness aspects in the hospitality website such as Mobile Check-In Service	100	1	5	3.00	1.456
27. Brand awareness factors in the hospitality website such as credibility of the services is important	100	1	5	2.82	1.445
28.  Brand awareness factors in the hospitality website such as ratings of the services is important	100	1	5	2.86	1.531
29. Brand awareness factors in the hospitality website such as attracting the travelers towards a particular place is important	100	1	5	2.94	1.594
30. Brand awareness factors in the hospitality website such as values of the hotel is important	100	1	5	2.81	1.405
Valid N (listwise)	100

Table 1: Descriptive Statistics of all the variables 

The correlation analysis signifies that there is correlation among all the independent variables with the dependent variable. This can be noted in form of correlation of .713 for IV1 and DV, .736 for IV2 and DV, .791 for IV3 and DV and .801 for IV4 and DV. 

Correlations
	4. Hospitality website entertainment (IV1)	5. Hospitality website interaction (IV2)	6. Hospitality website Electronic Word of Mouth (IV3)	7. Hospitality website Trendiness (IV4)	8. Hospitality website brand awareness(DV)
4. Hospitality website entertainment (IV1)	Pearson Correlation	1	.789**	.747**	.704**	.713**
Sig. (2-tailed)		.000	.000	.000	.000
N	100	100	100	100	100
5. Hospitality website interaction (IV2)	Pearson Correlation	.789**	1	.852**	.749**	.736**
Sig. (2-tailed)	.000		.000	.000	.000
N	100	100	100	100	100
6. Hospitality website Electronic Word of Mouth (IV3)	Pearson Correlation	.747**	.852**	1	.818**	.791**
Sig. (2-tailed)	.000	.000		.000	.000
N	100	100	100	100	100
7. Hospitality website Trendiness (IV4)	Pearson Correlation	.704**	.749**	.818**	1	.801**
Sig. (2-tailed)	.000	.000	.000		.000
N	100	100	100	100	100
8. Hospitality website brand awareness(DV)	Pearson Correlation	.713**	.736**	.791**	.801**	1
Sig. (2-tailed)	.000	.000	.000	.000
N	100	100	100	100	100
**. Correlation is significant at the 0.01 level (2-tailed).

Table 2: Correlations matrix of all the variables 

Impact of Hospitality website entertainment on brand awareness

The table 3 indicates that the variable entered is seen as Hospitality website entertainment (IV1).

Variables Entered/Removeda
Model	Variables Entered	Variables Removed	Method
1	4. Hospitality website entertainment (IV1)b	.	Enter
a. Dependent Variable: 8. Hospitality website brand awareness(DV)
b. All requested variables entered.

 Table3: Variables entered for impact of Hospitality website entertainment on brand awareness

On a similar note, the model summary for R square can be depicted as 0.509 which indicates that the Hospitality website entertainment (IV1) influences the Hospitality website brand awareness (DV) to a tune of 50.9%. Similarly, the DWT greater than 2 further indicates how there does not exist any positive autocorrelation.

Model Summaryb
Model	R	R Square	Adjusted R Square	Std. Error of the Estimate	Durbin-Watson
1	.713a	.509	.504	1.027	2.129
a. Predictors: (Constant), 4. Hospitality website entertainment (IV1)
b. Dependent Variable: 8. Hospitality website brand awareness(DV)

Table 4 : Regression model summary for impact of Hospitality website entertainment on brand awareness

 As the p-value is lower than 0.05, we are clearly able to indicate a high statistical significance among the impact of Hospitality website entertainment on brand awareness. In this manner, we are able to successfully reject H01: Entertainment does not have a positive impact on brand awareness within the hospitality industry. 

ANOVAa
Model	Sum of Squares	df	Mean Square	F	Sig.
1	Regression	107.168	1	107.168	101.550	.000b
Residual	103.422	98	1.055
Total	210.590	99
a. Dependent Variable: 8. Hospitality website brand awareness(DV)
b. Predictors: (Constant), 4. Hospitality website entertainment (IV1)

Table 5: ANOVA summary for impact of Hospitality website entertainment on brand awareness

The coefficient summary further signifies a p-value lower than 0.05 thereby indicating a statistically significant variable.

Coefficientsa
Model	Unstandardized Coefficients	Standardized Coefficients	t	Sig.	95.0% Confidence Interval for B
B	Std. Error	Beta	Lower Bound	Upper Bound
1	(Constant)	.904	.258		3.502	.001	.392	1.416
4. Hospitality website entertainment (IV1)	.741	.074	.713	10.077	.000	.595	.887
a. Dependent Variable: 8. Hospitality website brand awareness(DV)

Table 6: Coefficients summary for impact of Hospitality website entertainment on brand awareness

Impact of Hospitality website interaction on brand awareness

The table 7 indicates that the variable entered is seen as Hospitality website interaction (IV2). 

Variables Entered/Removeda
Model	Variables Entered	Variables Removed	Method
1	5. Hospitality website interaction (IV2)b	.	Enter
a. Dependent Variable: 8. Hospitality website brand awareness(DV)
b. All requested variables entered.

Table 7: Variables entered for impact of Hospitality website interaction on brand awareness 

On a similar note, the model summary for R square can be depicted as 0.542 which indicates that the Hospitality website interaction (IV2) influences the Hospitality website brand awareness (DV) to a tune of 54.2%. The DWT lesser than 2 indicates how there is some positive autocorrelation. 

Model Summaryb
Model	R	R Square	Adjusted R Square	Std. Error of the Estimate	Durbin-Watson
1	.736a	.542	.537	.992	1.972
a. Predictors: (Constant), 5. Hospitality website interaction (IV2)
b. Dependent Variable: 8. Hospitality website brand awareness(DV)

Table 8: Model summary for impact of Hospitality website interaction on brand awareness 

As the p-value is lower than 0.05, we are clearly able to indicate a high statistical significance among the impact of Hospitality website interaction on brand awareness. In this manner, we are able to successfully reject H02: Interaction does not have a positive impact on brand awareness within the hospitality industry. 

ANOVAa
Model	Sum of Squares	df	Mean Square	F	Sig.
1	Regression	114.096	1	114.096	115.876	.000b
Residual	96.494	98	.985
Total	210.590	99
a. Dependent Variable: 8. Hospitality website brand awareness(DV)
b. Predictors: (Constant), 5. Hospitality website interaction (IV2)

Table 9: ANOVA summary for impact of Hospitality website interaction on brand awareness 

The coefficient summary further signifies a p-value lower than 0.05, thereby indicating a statistically significant relationship. 

Coefficientsa
Model	Unstandardized Coefficients	Standardized Coefficients	t	Sig.	95.0% Confidence Interval for B
B	Std. Error	Beta	Lower Bound	Upper Bound
1	(Constant)	.763	.255		2.995	.003	.257	1.269
5. Hospitality website interaction (IV2)	.777	.072	.736	10.765	.000	.634	.921
a. Dependent Variable: 8. Hospitality website brand awareness(DV)

Table 10: Coefficients summary for impact of Hospitality website interaction on brand awareness 

Impact of Hospitality website Electronic Word of Mouth on brand awareness

The table 11 indicates that the variable entered is seen as Hospitality Website Electronic Word of Mouth (IV3).

Variables Entered/Removeda
Model	Variables Entered	Variables Removed	Method
1	6. Hospitality website Electronic Word of Mouth (IV3)b	.	Enter
a. Dependent Variable: 8. Hospitality website brand awareness(DV)
b. All requested variables entered.

Table 11: Variables entered for impact of Hospitality website Electronic Word of Mouth on brand awareness 

On a similar note, the model summary for R square can be depicted as 0.625 which indicates that the Hospitality website entertainment (IV1) influences the Hospitality website brand awareness (DV) to a tune of 62.5%. Similarly, the DWT lesser than 2 further indicates how there exist positive autocorrelation. 

Model Summaryb
Model	R	R Square	Adjusted R Square	Std. Error of the Estimate	Durbin-Watson
1	.791a	.625	.621	.897	1.843
a. Predictors: (Constant), 6. Hospitality website Electronic Word of Mouth (IV3)
b. Dependent Variable: 8. Hospitality website brand awareness(DV)

Table 12: Regression model summary for impact of Hospitality website Electronic Word of Mouth on brand awareness

As the p-value is lower than 0.05, we are clearly able to indicate a high statistical significance among the impact of Hospitality website Electronic Word of Mouth on brand awareness. In this manner, we are able to successfully reject H01: Entertainment does not have a positive impact on brand awareness within the hospitality industry. 

ANOVAa
Model	Sum of Squares	df	Mean Square	F	Sig.
1	Regression	131.685	1	131.685	163.554	.000b
Residual	78.905	98	.805
Total	210.590	99
a. Dependent Variable: 8. Hospitality website brand awareness(DV)
b. Predictors: (Constant), 6. Hospitality website Electronic Word of Mouth (IV3)

Table 13: ANOVA summary for impact of Hospitality website Electronic Word of Mouth on brand awareness

The coefficient summary further signifies a p-value lower than 0.05 thereby indicating a statistically significant relationship. 

Coefficientsa
Model	Unstandardized Coefficients	Standardized Coefficients	t	Sig.	95.0% Confidence Interval for B
B	Std. Error	Beta	Lower Bound	Upper Bound
1	(Constant)	.501	.236		2.126	.036	.033	.969
6. Hospitality website Electronic Word of Mouth (IV3)	.850	.066	.791	12.789	.000	.718	.982
a. Dependent Variable: 8. Hospitality website brand awareness(DV)

Table 14: Coefficients summary for impact of Hospitality website Electronic Word of Mouth on brand awareness 

The table 15 indicates that the variable entered is seen as website Trendiness (IV4). 

Variables Entered/Removeda
Model	Variables Entered	Variables Removed	Method
1	7. Hospitality website Trendiness (IV4)b	.	Enter
a. Dependent Variable: 8. Hospitality website brand awareness(DV)
b. All requested variables entered.

Table 15: Variables entered for impact of Hospitality website Trendiness on brand awareness 

On a similar note, the model summary for R square can be depicted as 0.641 which indicates that the Hospitality website Trendiness (IV4) influences the Hospitality website brand awareness (DV) to a tune of 64.1%. Similarly, the DWT lesser than 2 indicates how there exist positive autocorrelation. 

Model Summaryb
Model	R	R Square	Adjusted R Square	Std. Error of the Estimate	Durbin-Watson
1	.801a	.641	.637	.878	1.839
a. Predictors: (Constant), 7. Hospitality website Trendiness (IV4)
b. Dependent Variable: 8. Hospitality website brand awareness(DV)

Table 16: Regression model summary for impact of Hospitality website Trendiness on brand awareness 

As the p-value is lower than 0.05, we are clearly able to indicate a high statistical significance among the impact of Hospitality website Trendiness on brand awareness. In this manner, we are able to successfully reject H03: Trendiness does not have a positive impact on brand awareness within the hospitality industry. 

ANOVAa
Model	Sum of Squares	df	Mean Square	F	Sig.
1	Regression	134.971	1	134.971	174.917	.000b
Residual	75.619	98	.772
Total	210.590	99
a. Dependent Variable: 8. Hospitality website brand awareness(DV)
b. Predictors: (Constant), 7. Hospitality website Trendiness (IV4)

Table 17 : ANOVA summary for impact of Hospitality website Trendiness on brand awareness

The coefficient summary further signifies a p-value is close to 0.05 thereby indicating a statistically significant relationship. 

Coefficientsa
Model	Unstandardized Coefficients	Standardized Coefficients	t	Sig.	95.0% Confidence Interval for B
B	Std. Error	Beta	Lower Bound	Upper Bound
1	(Constant)	.440	.233		1.892	.061	-.021	.902
7. Hospitality website Trendiness (IV4)	.864	.065	.801	13.226	.000	.734	.993
a. Dependent Variable: 8. Hospitality website brand awareness(DV)

Table 18 :  Coefficients summary for impact of Hospitality website Trendiness on brand awareness 

The above analysis appropriately considers the different variable of social media marketing which can have an influence on the Hospitality Industry operating in Singapore. The analysis further establishes relationship between the variables considered and the level of awareness which customer have for hospitality businesses (Bairagi and Munot 2019). The literature review section draws on works of different authors so that valid conclusions can be drawn and a level of transparency can be maintained in the research work.

The analysis undertaken in Chapter 4 shows that entertainment as a variable has positive impact on brand awareness. It is quite a known fact that social media is used by people for entertainment purposes. As duly noted by Seo and Park (2018), social media access provies fun and pleasure to the user and therefore it becomes one of the most effective ways to undertake promotion activities (Bilgin 2018). From the perspective of a hospitality business, social media is an effective tool to run campaigns and spread an awareness regarding the different services which the business is providing for its customers.  It is therefore viable for such hospitality businesses to formulate marketing campaigns on social media and develop the same in a manner such that it attracts attention of the users.

The data analysis section appropriately shows that interaction with customers through social media platforms can have a positive impact on brand awareness. It is to be noted duly that social media is also used to interact with different classes of people without even knowing them. Hotel brands can use marketing tactics which drives interaction and this would in terms spread awareness in the market (Iankova et al. 2019). It is further quite natural to find surveys in popular social media platforms where brands interact with the customers and tries to get their feedback on the quality of their services (Godey et al. 2016). This is also a means to ensure that proper information is provided to the customers and initiate word of mouth form of marketing. Therefore, interacting with the users of social media can be used as an effective means for promoting business activities and building brand name.

In social media platforms, trends are followed which spread in quite a swift manner and can effectively promote the operations of the concerned business. The data analysis chapter effectively shows that trendiness has a positive impact on brand awareness which signifies trends can be used effectively by businesses to promote their operations (Hassan, Nadzim and Shiratuddin 2015). As per Seo and Park (2018), trendiness refers to the research and supply of current information about a product, service, taste and preference or any other factors or determinants of consumer behaviour. It is often seen that brands tend to formulate catchy designs and taglines so that a trend can be established and this can capture the attention of the people (Alves, Fernandes and Raposo 2016). Therefore, it can be said that trendiness has a positive impact on brand awareness in the hospitality market.

Social media advertisement has had significant effect on the marketing strategies of the businesses and is effectively used by companies in efforts to build a proper brand. In terms of brand awareness, social media is an effective tool used to address the queries of the customers and provide a detailed insight regarding the services which the business offers to its customers. The data analysis chapter which is undertaken appropriate shows that a positive relation exists between electronic word of mouth and brand awareness (Misirlis and Vlachopoulou 2018). This signifies that word of mouth takes place when one users interacts with other user and it is in this manner information is spread and a proper brand name is established in the market.

Here, in this chapter proper findings are drawn from the data analysis chapter and accordingly on the basis of the same relevant discussion is undertaken. The social media marketing which uses the social media platforms for marketing or advertising allows the advertiser or marketer to reach a wider audience or target population at a very short span of time. In an overall basis, it can be said that the variables discussed above have a positive impact on brand awareness and thereby can be used by marketing professionals to enhance the reputation in the market.

Conclusion and Recommendations

The research paper appropriately concludes that social media promotion tactics have a positive impact on the brand awareness and it is therefore used by businesses to enhance the Goodwill of the company in the market. In today’s generation marketing activities plays an important role in attracting the customers and at the heart of all these activities is costal media marketing.  As pointed out in the paper, social media marketing can significant enhance the reach of the company and thereby help the business target new customers. The research paper goes into details explaining the role of social media in today’s generation and further the benefits of using the same is also highlighted. The data analysis chapter focuses on establishing a link between different variables of social media and how the same can be used for promotional activities.

Further the data analysis chapter shows different hypothesis which is considered while undertaking this research and all of the same are linked with brand awareness. In addition to this, it is to be noted that social media marketing has prominence over the years as it can appropriately portray the positive aspects of a business and highlight the main operations of the company. The data collection process which is undertaken for the research is by using mixed approach where primary and secondary data sets are considered so that accuracy can be maintained. In an overall basis, it can be said that social media has a positive impact on brand awareness and image and therefore marketing officials are encouraged to formulate a proper marketing campaign so that the attention of the customers can be attracted and the overall reputation of the business can be enhanced in the market.

Objective 1: To study the impact of entertainment on brand awareness within the hospitality industry:

The literature review section appropriately shows the impact of entertainment on the hospitality industry and also highlights that it is one of the main reasons that attracts users to engage in social media activities. The information which is covered in Chapter 2 Section 2.2.2 appropriately shows the value entertainment brings in and how the same can be used by marketing professions to spread awareness regarding their own products or services. The data analysis chapter further studies the impact of entertainment by considering the responses collected and utilising statistical tools on the same. The findings of the chapter appropriately shows that entertainment does have a positive influence on brand awareness and thereby must be considered by marketing professionals when they devise their strategies.

Objective 2: To ascertain the impact of interaction on brand awareness within the hospitality industry.

This objective is appropriately covered in Chapter 2 section 2.2.2 and Section 2.3 wherein the role of interaction in social media is portrayed. Further one of the main reason for users to engage in social media activities is to interact with others. Chapter 5 of the research paper further provides details regarding how interaction can be used by companies in the form of surveys to get feedback from the customers and at the same time enhancing the reputation in the market. The data analysis chapter further studies the impact of interaction by considering the responses collected and utilising statistical tools on the same. The findings reveal that interaction does have a positive impact on brand awareness and can help businesses to create a positive image for the company in the market.

Objective 3: To investigate into the impact of Trendiness on brand awareness within the hospitality industry.

The literature review section appropriately shows that trendiness aspect of the social media is one of the factors which attracts hotel businesses to engage in social media campaigns. Chapter 2 section 2.2.2 and Section 2.3 wherein the role of trendiness in social media is portrayed and how hospitality business can take advantage of the same for promoting their operations. The data analysis chapter further shows that a positive relationship exists between trendiness and brand awareness in the market.

The following recommendation can be suggested with the perspective of this research to hospitality businesses:

• Hospitality businesses needs to develop their marketing campaign in such a manner that the same is relevant with trends and further the same can create a positive image in the minds of the people.
• Hospitality businesses are expected to innovate their designs and engage in campaigns which differentiates their products/services from that of its competitors. Therefore, social media can also be used as a means to develop competitive advantage in the market.
• Further, from the perspective of the research, it is imperative that proper attention needs to place on making the marketing campaign unique and entertaining so that the attention of the people can be attracted and effectiveness can be achieved.

The scope for future research on the topic can go into details regarding the variables which are considered for the social marketing and further assessment can be made regarding how much influence does social media have on the financial performance of hospitality businesses. This would be a wider research and can effectively help in getting better results.

The limitation of the study is mainly related to the data collection process and consequently the generalizability and applicability of the results. Further there was limited time and resources applied for the purpose of this research and this also limits the data finding process and affects the overall result of the research. Further the results which marketing professionals can achieve with the use of social media depends on the perception of the population which can easily change and therefore this would affect the findings of the research paper.

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