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The Effects of Social Commerce Utilization on Business Performance: A Study of Hotels in Lebanon

The Effects of Social Commerce Utilization on Business Performance: A Study of Hotels in Lebanon
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Author(s): Firas Mohamad Halawani (International Tourism and Hospitality College at Riyadh, Lincoln College International (LCI), Saudi Arabia), Patrick C.H. Soh (Multimedia University, Cyberjaya, Malaysia) and Yahya Mohamad Halawani (International Tourism and Hospitality College at Riyadh, Lincoln College International (LCI), Saudi Arabia)
Copyright: 2021
Pages: 27
Source title: Research Anthology on E-Commerce Adoption, Models, and Applications for Modern Business
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-7998-8957-1.ch054

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Abstract

Social commerce is one of the most relevant technological innovations in recent years. It has strongly benefited many industries, including tourism. While many studies on social commerce have been conducted from the user perspective, less attention has been paid to the organisational perspective, particularly that of hotel organisations. To help understand the key drivers of hotel social commerce usage and their effects on hotel business performance, this study augments the integrated model of e-business usage and impact with hotel social media characteristics. Using stratified random sampling, data from 146 hotels in Lebanon were collected and analysed with the PLS-SEM approach. The model represents a theoretical advancement by offering an organisational perspective to the social commerce literature. It shows there is a significant impact of environmental, organisational, and innovation drivers and social media characteristics. The findings help hotels assess their existing social commerce utilization and identify aspects in need of more attention and improvement.

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