The Impact of Facebook on Jordanian Consumers’ Decision Process in the Hotel Selection

Abstract

This study aims to explore the impact of Facebook on consumers’ decision process in the hotel selection. The research population is customers who use social media; as a sample of 610 was chosen randomly from Jordanian customers in the hotel industry. The study used quantitative methodology to examine the research questions, and we analyzed quantitatively using structural equation modeling-partial least squares (SEM-PLS) method. This study reveals the importance of social media platform and its influence on customers’ decision process in the hotel selection. The finding revealed that consumers have been exposed to digital information through Facebook; this information has influenced consumers’ decision. The study found that Facebook has the greatest influence on customers’ decision process. In addition, the finding revealed that the way customers search and book hotel have changed. The results represent novel findings that hold important implications and recommendations for future social media marketing research and practice.