The Effect of Brand Image and Brand Awareness Through Social Media on Purchase Intention in the Egyptian Youth Hostels

Abd El-Jalil, Sabreen Gaber; Atito, Mahmoud; Rady, Ahmed; Fawy, Walaa Mahmoud

doi:10.21608/mjthr.2022.171387.1074

The Effect of Brand Image and Brand Awareness Through Social Media on Purchase Intention in the Egyptian Youth Hostels

Document Type : Original Article

Authors

¹ Professor, Tourism Studies Dep., Faculty of Tourism & Hotels, Luxor University.

² Researcher, Faculty of Tourism and Hotels, Luxor University

³ Associate Professor, Hotel Management Dep., Faculty of Tourism & Hotels, Minia University.

⁴ Lecturer, Hotel Management Dep., Faculty of Tourism & Hotels, Luxor University.

10.21608/mjthr.2022.171387.1074

Abstract

Businesses are increasingly sharing brand information through social media, including advertising on social networking sites (such as YouTube and Facebook) and curating user-generated material, all with the purpose of developing a strong brand image in customers' minds. Customers who have excellent brand awareness are more likely to have good intentions linked with repeat purchases This research aims to explore the effect of brand image and brand awareness through social media on purchase intention in Egyptian Youth Hostels. The researchers used the quantitative approach with a questionnaire survey for a sample of targeted customers of youth hostels in the governorates of Luxor, Aswan, and the Red Sea. After collecting, coding, and analyzing data, the main results of the research demonstrated that first: customers’ online reviews of youth hostels create a brand image in customers' minds. Second: social media is an excellent and effective way to attract new customers and develop brand awareness, and even retain current customers. Finally, researchers found that brand image has a positive and significant effect on purchase intention. In addition, this research suggests some recommendations proposed below may be especially relevant for youth hostels youth hostels should create their own brand awareness profiles on social media communication channels and develop activities that will engage consumers with content sharing such as online product information, discounts, and promotions. Enhancing customers’ learning of services, and, in turn, businesses could develop new service ideas, processes, and development to improve brand image and brand awareness.

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