Friendship on social networking sites: Improving relationships between hotel brands and consumers

Su, Na; Mariadoss, Babu John; Reynolds, Dennis

doi:10.1016/j.ijhm.2015.08.009

Cited by 62 publications

(44 citation statements)

References 51 publications

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“…For this reason, several hospitality brands are increasingly engaging in interactive communications either individually or in groups, via digital technologies, including social media, blogs, v-blogs, video clips, review sites, etc. (Camilleri, 2018a;So et al, 2017;Su, Mariadoss, & Reynolds, 2015). Very often, individuals are intrigued to share their travel experiences, including their hotel accommodation (Camilleri, 2018b).…”

Section: Discussionmentioning

confidence: 99%

The effects of service quality and consumer-brand value congruity on hospitality brand loyalty

2019

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This research integrates the congruity and the social identity theories to better understand the consumer-brand relationships. A structural equation modelling approach was used to explore the drivers of brand loyalty in the context of upscale hotels. The findings suggest that the customers are increasingly engaging with the brands that reflect their identity and personal values. The consumer-brand value congruity and the hospitality businesses' delivery of high service quality were found to be significant antecedents of consumer-brand identification and engagement. Moreover, we reported that consumer-brand identification is a precursor of consumer-brand engagement and brand loyalty. In conclusion, this contribution implies that luxury hotels ought to satisfy their customers' needs for distinctiveness and self-enhancement whilst exceeding their expectations on service quality.

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Section: Discussionmentioning

confidence: 99%

The effects of service quality and consumer-brand value congruity on hospitality brand loyalty

2019

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“…This emphasizes the importance of thorough planning and preparation of all aspects of communication of SNS platforms. All of that because user engagement can have a positive impact on overall image of a brand (Molinillo et al, 2018;Su et al, 2015)we identify four communication characteristics as critical drivers of friendship between hotel brands and consumers in the context of SNSs: self-disclosure, language similarity, interest similarity, and frequency of interaction with consumers (interaction frequency.…”

Section: Discussionmentioning

confidence: 99%

A subnational assessment of hotel social media metrics: The case of Serbia

Kalinić¹,

Vujičić²

2019

Geographica Pannonica

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Facebook is the most widely used SNS (Social Networking Sites) platform globally, and it represents an important marketing and communication channel for hotels. The dynamic and constantly changing nature requires continuous adaptation to changes and benchmarking in order to identify best practices. This paper investigates selected characteristics of Facebook pages (social media metrics) of all hotels in Serbia in national regional context. In the case of four explored regions of Serbia, the results indicate regional inconsistencies, with most notable differences within the number of page fans, temporal aspects of posts as well as user engagement. On the other hand, similarities are evident in some post characteristics such as type of post and post length, while a specific pattern can be observed concerning page fans country of origin. This paper contributes to the regional understanding of social media metrics that can help hotels when assessing their promotional activities.

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“…Chart 1 -(Huang, 2016) Su et al (2015) conducted a study subjected to "Friendship in social networks: improving the relationship between hotel brands and consumers". The hypotheses have been investigated using collected data from Amazon site and the respondents, following fan page of a hotel brand in social network site such as Facebook and Twitter.…”

Section: Investigating the Research Models Related To Brand And Virtmentioning

confidence: 99%

“…Due to this, experimental models of study were investigated. Huang (2016) found that person's satisfaction of their online social life is the strongest motive for tending to continue relationship with social networks (Huang, 2016) Also, based on the findings of Su et al (2015), brand disclosure and the frequency of interaction have positive relationship with friendship. The findings also confirm the positive relationship between brand language similarity and brand interest similarity with friendship .…”

Section: Number Of Followersmentioning

confidence: 99%

Effective Factors on Brand Commitment in Social Networks, Emphasizing on the Role of Brand Page (A Review Study)

Ghasemi

Chitsaz

Saeedi

2018

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By the advent of social networks based on internet, an individual can communicate with hundreds of people about a product and its production company; different social networks enable the products to be proposed to the active communities and interested people. Hence; the aim of the current study is reviewing the literature of effective factors on brand commitment in social networks, emphasizing on the role of brand page to be adequately familiar with the aspects of marketing such as advertisements and branding in social networks and clarify the path for the companies to use new created space in social networks for more and better interaction with its consumers. In terms of goal, the current study is applied, in terms of nature, it is descriptive and methodologically, it is library of theoretical type. The investigations showed that brand page is a relatively new environment and consumers' beliefs towards brand pages in social media can be assumed to be formed based on their previous experiences of created content through brands in social media such as the ads of these media. Therefore, appropriate space (links, image and web browser) is recommended to be created to communicate about brand and the product in order to increase interest towards brand in social networks.

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Friendship on social networking sites: Improving relationships between hotel brands and consumers

Cited by 62 publications

References 51 publications

The effects of service quality and consumer-brand value congruity on hospitality brand loyalty

The effects of service quality and consumer-brand value congruity on hospitality brand loyalty

A subnational assessment of hotel social media metrics: The case of Serbia

Effective Factors on Brand Commitment in Social Networks, Emphasizing on the Role of Brand Page (A Review Study)

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