Social Media Marketing and Brand Equity in the Hospitality Industry in Nigeria: The Mediating Role of Trust
Keywords:
Social media marketing, brand equity, hospitality industry, customer trust, digital consumer behavior, social media engagementAbstract
This study investigates the mediating role of trust in the relationship between social media marketing (SMM) and brand equity in the hospitality industry. It explores SMM dimensions, perceived usefulness, ease of use, content and reviews, and social influence, which affect brand equity directly and indirectly through trust. Using a survey design, data were collected from 322 respondents who had transacted via social media in the past six months. Descriptive and inferential analyses, conducted with JASP software, revealed that all SMM dimensions significantly and positively influence brand equity: perceived usefulness (0.64), ease of use (0.58), content and reviews (0.72), and social influence (0.65). Trust, with a coefficient of 0.70, was found to be a critical mediator, amplifying the effects of SMM on brand equity by fostering customer loyalty, brand associations, and awareness. The study recommends that hospitality businesses invest in user-friendly platforms, high-quality content, user-generated content, and influencer collaborations to build trust and enhance customer engagement. Advanced analytics tools should guide strategic improvements, while future research should explore longitudinal designs and additional dimensions like emotional appeals. The findings underscore the transformative role of trust in leveraging SMM to strengthen brand equity in the hospitality industry.
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