Social media engagement and organic post effectiveness: A roadmap for increasing the effectiveness of social media use in hospitality industry

Article


Aydin, G. 2020. Social media engagement and organic post effectiveness: A roadmap for increasing the effectiveness of social media use in hospitality industry. Journal of Hospitality Marketing and Management. 29 (1), pp. 1-21. https://doi.org/10.1080/19368623.2019.1588824
AuthorsAydin, G.
Abstract

The present study assessed the social media use behavior of luxury hospitality facilities and offers suggestions to improve organic post effectiveness. All five-star tourism facilities operating in Turkey were incorporated into the study and publicly available post data on Facebook accounts of 441 facilities (out of a total of 612) were examined in the high tourist season (August) for one month. Data on 2,012 Facebook posts were obtained manually and filtered down to 1,847. The collected post data were subsequently coded using a content analysis form and analyzed via ordinal regression. The results highlighted the positive effects of interactive content and vivid content as well as the significance of the content type in achieving higher interaction among followers. The facility location and category (hotel, holiday village, thermal hotel) also emerged as significant factors affecting follower interactions.

Keywordssocial media; customer engagement; Facebook marketing; social media performance; organic reach; digital marketing
Journal Journal of Hospitality Marketing and Management
Journal citation29 (1), pp. 1-21
ISSN1936-8631
Year2020
PublisherTaylor & Francis
Accepted author manuscript
License
File Access Level
Anyone
Digital Object Identifier (DOI)https://doi.org/10.1080/19368623.2019.1588824
Publication dates
Online23 Mar 2019
Publication process dates
Deposited04 Dec 2020
Copyright holder© 2019 Taylor & Francis
Additional information

This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Hospitality Marketing and Management on 23/3/2019, available online: http://www.tandfonline.com/10.1080/19368623.2019.1588824.

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https://repository.uel.ac.uk/item/88q51

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Accepted author manuscript
Social Media Use in Hospitality 2018_R2_.pdf
License: All rights reserved
File access level: Anyone

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