Research Questions
1.6 Research
Questions
Stemming from the research
objectives, this study seeks to answer the following research questions:
•
What is the direct impact of Facebook content
strategy on customer booking intentions for Bangladeshi 5-star hotels?
•
What is the direct influence of Facebook
engagement strategy on customer booking intentions for Bangladeshi 5-star
hotels?
•
Which Facebook marketing strategy (content or
engagement) has a stronger direct influence on customer booking intentions for
Bangladeshi 5-star hotels?
1.7 Hypotheses
of the Study
Based on the research
objectives and questions, the following hypotheses are formulated for empirical
testing:
1.
H1:
Facebook content strategy has a significant positive direct impact on customer
booking intentions for Bangladeshi 5-star hotels.
2.
H2:
Facebook engagement strategy has a significant positive direct impact on
customer booking intentions for Bangladeshi 5-star hotels.
3.
H3:
Facebook content strategy has a stronger direct influence on customer booking
intentions than Facebook engagement strategy for Bangladeshi 5-star hotels.