Social Media: Marketing Strategies in Hospitality Industry

Bhatt, Sagar; Dani, Rakesh

doi:10.21467/books.134.8

Cited by 4 publications

(2 citation statements)

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“…Thus, the study advocated for the adoption of a proactive approach by retail entities, advocating for a consistent and strategic presence across social media platforms to engender enduring brand equity growth. Patel and Gupta (2016) embarked on a multifaceted inquiry delving into the ramifications of social media marketing strategies on brand equity within the realm of the hospitality industry. Through an integrative research design encompassing in-depth interviews with marketing practitioners and sentiment analysis of customer interactions across social media platforms, the study sought to unravel the nuanced mechanisms underpinning the nexus between social media engagement and brand equity.…”

Section: Empirical Reviewmentioning

confidence: 99%

Impact of Social Media Marketing on Brand Equity in the United States

Miller

2024

IJMS

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Purpose: The aim of the study was to assess the impact of social media marketing on brand equity in the United States. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Research on the impact of social media marketing on brand equity in the United States suggests a significant positive relationship between the two variables. Studies indicate that effective utilization of social media platforms by brands enhances brand awareness, brand image, brand loyalty, and overall brand equity. Engaging content, interactive communication with consumers, and consistent brand messaging are identified as key factors contributing to this positive impact. Additionally, the ability of social media to facilitate direct interaction between brands and consumers fosters trust and emotional connections, leading to stronger brand equity. However, the effectiveness of social media marketing strategies varies depending on factors such as industry, target audience, and the specific platforms used, highlighting the importance of tailored approaches for optimal results. Implications to Theory, Practice and Policy: Social Identity Theory, Uses and Gratifications Theory and Cognitive Dissonance Theory may be use to anchor future studies on assessing the impact of social media marketing on brand equity in the United States. Encourage businesses to adopt a holistic approach to social media marketing that aligns with their overall brand strategy and objectives. Advocate for industry-wide standards and guidelines to promote ethical and responsible use of social media marketing techniques.

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Section: Empirical Reviewmentioning

confidence: 99%

Impact of Social Media Marketing on Brand Equity in the United States

Miller

2024

IJMS

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“…More and more service providers are using feedback and opinions analysis to improve services. For example, one study [4] found that hotels use feedback and opinions to improve their services.…”

Section: Introductionmentioning

confidence: 99%

Analysis of Digital Tourist's Purchasing Decision Process Based on Feedback and Opinions

Kupi,

Bakó

2023

Decis. Mak. Appl. Manag. Eng.

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Today, tourism and digitalisation are very much intertwined. The phenomenon of tourism in the digital space - digital tourism - emerged with the birth of the internet and has grown in intensity over the years. The evolution of digitalisation has brought about a paradigm shift that has not only led consumers to adopt information and communication technologies, but has also greatly transformed consumer behaviour, preferences and motivations. Indeed, the development of technology has disrupted the traditional booking trends of tourists, their attitudes towards tourism and the social groups of tourists by providing dynamic online communication channels. Digital tourism users - digital tourists - are increasingly aware of the information and communication technologies, services and tools available to them, and are able to shape the market offer tailored to their needs through their actions and the data they provide. One of the most effective means of doing this is to share feedback and opinions online. In our research, I provide secondary information to support the importance of feedback and opinions, clarify its role in digital tourism, and then investigate the phenomenon of electronic-world-of-mouth through a questionnaire survey and decision tree analysis, and highlight the insights and implications of eWOM for digital tourists' behaviour in the online space based on opinions.

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