The Role of e-CRM, Social Media Marketing in Strengthening E-Brand Equity in Three-Star Hotels in Malaysia : The Mediating Effect of E-Brand Experience

Abstract

This study investigates how electronic customer relationship management (e-CRM) and social media marketing (SMM) influence e-brand experience and ultimately build electronic brand equity (EBE) within three-star hotel industry in Malaysia. Amid growing digital competition and post-pandemic recovery challenges, many hotels face difficulties maintaining brand equity online. The study employed a stratified sampling method based on the distribution of three-star hotels across Malaysian states. Using a quantitative approach with 251 valid responses analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM), the study found that SMM significantly enhances both e-brand experience and e-brand equity, while e-CRM positively impacts experience but has a negative direct effect on e-brand equity indicating that higher levels of e-CRM implementation are associated with lower e-brand equity. Importantly, e-brand experience plays a mediating role, transforming digital interactions into meaningful brand equity. These findings offer practical insights for hoteliers aiming to improve brand equity and competitiveness through strategic digital engagement.