The Role of Active Participation and Satisfaction towards Community Promotion and Behavior Change for Effective Marketing Outcomes of Hotel Facebook Pages: A replication in Indonesia

Abstract

Purpose This study has a purpose to compare the effectiveness marketing outcomes result of the hotel Facebook pages that already conducted from previous study in USA by using the active participation and satisfaction result in Indonesia. Design/Methodology/Approach The survey is using a contexture questionnaire applied to test all of the hypotheses with 204 of respondents who were or currently are members of hotel Facebook pages. Moreover, SmartPLS (Partial Least Square) 3 was used to analyze the hypothesis testing. Findings The result of this replication study proved that active participation does not influence the behavioral change and community promotion. It also proved that active participation influences the satisfaction negatively. Therefore, there is a differences with the original study that conduct from previous study which shows there is significance relationship between active participation towards community promotion. Also, the original study shows that active participation has positively influence towards overall satisfaction. Originality/Value This replication study targeted to the different population to expand the respondents that located in Indonesia to find whether the result are same or different in different country.