Analyzing the Use of Web 2.0 for Brand Awareness and Competitive Advantage: An Empirical Study in the Malaysian Hospitability Industry

Abstract

In developing countries such as Malaysia, citizens primarily use the internet to keep in touch with friends/family via social networking sites. Firms have realized the potential of the social web to promote their products/services. This article develops a conceptual model, grounded in Technology-Organization-Environment theory, to assess the adoption/use of Web 2.0 for branding activities and its effect on firm performance. Hypotheses are tested using a sample of 104 Malaysian firms from the hospitality industry.

Keywords:

• Web 2.0
• branding activities
• technological factors
• organizational factors
• environmental factors
• TOE theory
• competitive advantage

Additional information

Notes on contributors

Janice Yan Xin

Janice Yan Xin is an MBA Graduate from Graduate School of Business in the Universiti Sains Malaysia. She also holds a Degree of Business Administration in the Universiti Utara Malaysia. Previously, she has four years of gas industry experience. Currently, she is attached with NIG Gases Sdn Bhd located in Kuala Lumpur as marketing executive.

T. Ramayah

T. Ramayah is currently a Professor at the School of Management in USM. His publications have appeared in Journal of Environmental Management, Technovation, Computers in Human Behavior, Resources, Conservation and Recycling, International Journal of Information Technology & Decision Making, and Journal of Business Ethics. He is constantly invited to serve on the editorial boards and program committees of many international journals and conferences of repute. His full profile can be accessed from http://www.ramayah.com.

Pedro Soto-Acosta

Pedro Soto-Acosta is a Professor of Management in the Department of Management and Finance at the University of Murcia. His work has been published in journals such as Behaviour & Information Technology, Computers in Human Behavior, European Journal of Information Systems, European Management Journal, Information Research, International Journal of Information Management, and Information Systems Management, among others. He is Editorial Board Member and Associate Editor for several International Journals and Chairman of various International Conferences.

Simona Popa

Simona Popa is a PhD candidate in the Department of Management and Finance at the University of Murcia, Spain. She holds a BA in Accounting and data management from the University Alexandru Ioan Cuza (Iasi, Romania). Her research interests are in the areas of Management Information Systems, Human-Computer Interaction, Business Information Management, and eBusiness.

Teoh Ai Ping

Teoh Ai Ping is currently a senior lecturer at the Graduate School of Business in USM. She was the recipient of the Asian Association of Open Universities Conference Best Paper Award (2007, 2008, 2011, 2012), Research Fellowship to Korea National Open University (2009), and the Asian Association of Open Universities Young Innovator Award (2010). She has also secured a Visiting Professor position to Beijing Normal University in 2011.