The Impact of Communication via Social Networks on Brand Value: A Case Study of Ecotourism Destinations in the Mekong Delta Region

Abstract

This research aims to investigate the relationship between social media communication and brand value in eco-tourism destinations in the Mekong Delta region. The research model integrates Smith's (2007) Beehive Model and the framework proposed by Bruno Godey et al. (2016), focusing on five independent variables: entertainment, interaction, trends, relationships, and sharing. The model evaluates their impact on brand value and has been tested on a substantial sample of 300 participants engaged in an online survey. The research methodology involves assessing the reliability of the measurement scale using Cronbach's alpha, conducting exploratory factor analysis (EFA) for variable extraction, and testing hypotheses through a multiple linear regression model. The carefully selected sample size of 300 respondents yielded 167 valid responses. The model fit assessment revealed an adjusted R-squared value of 0.572, indicating a robust relationship between independent variables and brand value. Each independent variable exhibited a positive effect, with interaction being the most influential factor. These results contribute to a deeper understanding of the impact of social media communication on brand value in the context of eco-tourism. The chosen research model and methodology provide a comprehensive framework for analyzing these dynamics. The findings emphasize the significant role of social networks in shaping brand perceptions in eco-tourism destinations, offering valuable insights for practitioners and researchers in the field.