The study explored the hypothesized role of social networking site behavior in mediating the effect of customer orientation on innovation among hotel employees. The survey was conducted on a sample of 392 managers from some selected foreign chain hotels in Beijing and Shanghai, China. The participants were recruited using the multistage sampling method. Structural equation modeling was performed to assess the direct and mediating relationships. The measures were adapted from previous research and assessed for language accuracy through back-translation. The measures were found to have adequate internal consistency, reliability, and construct validity. Social networking site behavior was found to significantly mediate the relationship between customer orientation and innovation as hypothesized. The configured model appeared to represent an adequate fit to the data. The findings benefit the upscale hotel industry as hotel management will have a better understanding of the manager’s social networking site behavior and customer demand while promoting innovation creation in the hotel environment.
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