A Study On The Effect Of The Social Media Design Concepts On Chinese Consumers' Attitude Towards The Hotel Brand

Unlike the traditional form of the media such as newspapers,television and film,social media can not only deliver information to their readers,viewers,and listeners,but it can also attract their attention by the form and concept how the social media is designed.Many Chinese consumers are prone to be attracted by traditional Chinese design platforms of the social media,while others would like to follow more modern oriented one.Traditional Chinese design concepts of the social media is no longer enough to fulfill business needs of marketing and the use of the modern design conceptions is becoming more widespread.More and more business firms are starting to use it to attract more customers and get higher revenue.At this time,social media creates a wonderful opportunity to make future business strategy successfully,for revenue managers,by providing them with platforms to attract more consumers.Highly accessible and distinguishable social media and their design concepts may also be one of the reasons for the impact on consumer behavior.As the country that has the largest number in population,China now has one of the largest overall hotel industries in the world,and has become a country that shows incredible development.Failure to properly utilize the design concept of social media channels will result in overall missed opportunities to reach a specific customer clientele and lost revenue for the hotel.The purpose of this study is to investigate how the valence of framed design concept and consumers' familiarity with the hotel brand,influences consumer attitudes toward the hotel brand.An online study will be conducted with a sample of 126 Chinese students who were randomly assigned to one of three groups.Based on the prospect theory,five hypotheses are going to be considered:(1):Modern concept in social media advertising have a positive effect on consumers' attitudes toward the hotel brand;(2)Traditional Chinese concept in social media advertising have a negative effect on consumers' attitudes toward the hotel brand;(3)Traditional Chinese concept have more effect than modern concept in social media advertising on consumers' attitudes toward the hotel brand;(4)among consumers who are unfamiliar with the brand,Traditional Chinese concept have more effect than modern concept in social media advertising on consumers'attitudes toward the hotel brand;(5)among consumers who are familiar with the hotel brand,modem concept in social media advertising have no significant effect on consumers'attitudes toward the hotel brand,but for hotel brand familiar consumers,Traditional Chinese concept in social media advertising also have an effect on their attitudes toward the hotel brand.The contribution of this study is to help Chinese hotel marketing managers to have a better knowledge of how to attracts more Chinese customers via social media and helping them for their digital marketing campaigns as well.It supported that in social media advertising,modern design concept would have positive effect on consumers' attitude toward the hotel brand,traditional design concept would have negative effect on consumers' attitude toward the hotel brand.For unfamiliar hotel-brand consumers,traditional design concept would have greater effect than modern design concept.This study not supported that for familiar hotel-brand consumers,modern and traditional design concept had no effect on consumers' attitude toward the hotel brand.This study provided support for the application of prospect theory in Chinese social media advertising,which compared the different effect of valence of design in social media advertising.For consumers with different levels of familiarity with a hotel brand,the design concept of the media also had an effect on consumers' attitude toward the hotel brand.