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Analyzing the Use of Web 2.0 for Brand Awareness and Competitive Advantage: An Empirical Study in the Malaysian Hospitability Industry |
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| Authors: | Janice Yan Xin T. Ramayah Pedro Soto-Acosta Simona Popa Teoh Ai Ping |
| Affiliation: | 1. School of Management, Universiti Sains Malaysia, Penang, Malaysiapsoto@um.es;3. School of Management, Universiti Sains Malaysia, Penang, Malaysia;4. Department of Management &5. Finance, University of Murcia, Murcia, Spain;6. Graduate School of Business, Universiti Sains Malaysia, Penang, Malaysia |
| Abstract: | In developing countries such as Malaysia, citizens primarily use the internet to keep in touch with friends/family via social networking sites. Firms have realized the potential of the social web to promote their products/services. This article develops a conceptual model, grounded in Technology-Organization-Environment theory, to assess the adoption/use of Web 2.0 for branding activities and its effect on firm performance. Hypotheses are tested using a sample of 104 Malaysian firms from the hospitality industry. |
| Keywords: | Web 2.0 branding activities technological factors organizational factors environmental factors TOE theory competitive advantage |