IMPACT OF SOCIAL MEDIA ON CONSUMER ATTITUDE TOWARDS A BRAND WITH SPECIAL REFERENCE TO HOSPITALITY INDUSTRY (original) (raw)
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With the increase in the number of internet users the use of social media has grown over the past decade. And the usage has progressively grown from individuals to businesses. Many organizations today proactively use social media as a vehicle to reach out to millions of prospective and repeat customers. Businesses in the service industry, such as hospitality, that engage in constant communication with guests are drastically changing their marketing strategies by choosing this new age interactive media over traditional practices of marketing and public relations. This paper will take into account the changes from a consumer's perspective with respect to the various channels of social media that have impacted their purchasing decisions and brand loyalty.
Our contemporary society calls 21st century - “the century of information” and they are absolutely right in that description. The current thesis goes over one of the discoveries of 21st century and also a proof of how far the spread of information can go. The phenomenon that is discussed later is namely social media and its effect on the formation of positive attitude in the consumers. In order to derive better results we selected a particular social media – Facebook and a brand that is said to be the brand that most often appears on social media platforms – “Starbucks”. In relation to the topic seven independent factors were selected and their influence was later tested onto two groups. In the first group were the representatives of fans of the brand that are also subscribed as such on Facebook, while the second group consisted of random people that were aware and also could recognize the brand. Two questionnaires were handed out – one for the fan group one for the non fan group. The collected data was analyzed through SPSS program Version 19.0 where we did correlation analyses to track the relationship between the different independent variables and the dependent variable – brand attitude. Afterwards in order to test the seven hypotheses we used the two- way of variance ANOVA to check which of the two groups elicit more positive brand attitude under the social media influence. It was found out that Fans who are using social media for a long period of time, have experience with the brand on a regular base, have positive associations and find it important to work and be surrounded by social media elicit more positive attitude than non fans with the same characteristics. On the other hand Nonfans that are longer aware with a certain brand and often are engaged in social media activities in regards to brands show more positive attitude than Fans group. A limitation and gap for future researches came from the variable “Engagement in social media activities in general” where no significant results were indicated.
THE EFFECTIVENESS OF SOCIAL MEDIA MARKETING IN THE HOTEL INDUSTRY
ijetrm journal , 2020
The unparalleled popularity of social media has forced scholars to inquire about the marketing effectiveness, especially in the hotel industry. This study attempts to analyze the marketing effectiveness of two different social media sites (Facebook and Instagram) in the hotel industry. Integrating the attitude toward the ad (Aad) model with the concepts of attitude toward the social media page, this study proposes a theoretical model of social media marketing effectiveness in hotels. Based on the data collected from the online survey, the goodness of fit of the model implies that the Aad model provides a befitting theoretical framework to explain the effectiveness of social media marketing in the hotel industry. The results revealed that hotel customers' social media experiences influence their attitude towards the social media site, which further influences their trust and attitude towards the hotel brand, and hotel customers' attitude towards the hotel brand affects their intentions of booking that hotel and, in turn, intentions to spread the electronic word of mouth. The study also indicates that different social media sites display almost the same marketing effectiveness, suggesting that hotel managers use the very same marketing tactics for both Facebook and Instagram marketing.
Analyzing the Effects of Social Media on the Hospitality Industry
With the increase in the number of internet users the use of social media has grown over the past decade. And the usage has progressively grown from individuals to businesses. Many organizations today proactively use social media as a vehicle to reach out to millions of prospective and repeat customers. Businesses in the service industry, such as hospitality, that engage in constant communication with guests are drastically changing their marketing strategies by choosing this new age interactive media over traditional practices of marketing and public relations. This paper will take into account the changes from a consumer's perspective with respect to the various channels of social media that have impacted their purchasing decisions and brand loyalty.
The Effect of Social Media on Hotel Industry Customer Decisions
THE 4TH INTERNATIONAL CONFERENCE OF LANGUAGES, EDUCATION AND TOURISM 2021 (ICLET 2021), 2021
This study examined the impact of social media on customer perceptions of marketing information. Traditional internet sources of marketing information were compared to web sources that included customer blogs. Blogging is one of the most important social networking tools, and the Travel and Tourism Industry today has discovered that blogs have not only positive impacts but also negative ones if not managed properly. As blogs become more and more popular as a social media tool, knowing how the blogs can influence consumer decisions can definitely help the hotel managers make competent decisions regarding the use of social media in their marketing strategy.
Chapter 8: Social Media: Marketing Strategies in Hospitality Industry
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Communication, the process of by which people can get information through sending and receiving messages, it is crucial for understanding and providing knowledge to people. It helps to people to understand and venerate their environment and facilitate relationships between and among listener and speaker. In the revolutionary phase of social media there are a lot of modes by which customer can get to know about the catering establishments facilities and feedback as well as the review and suggestions. It helps to them about the make a mind set about the services which is provided by the hotels. Social media application help to assist the management about the need and demand of their valuable customers as well as it help to guests to update their self about the latest trends and events.
2013
The unprecedented popularity of social media outlets have forced scholars to inquire about their marketing effectiveness, especially in the hotel industry. This study attempted to explore the marketing effectiveness of two different social media sites (Facebook and Twitter) in the hotel industry. Integrating the attitude-toward-the-ad (Aad) model with the concepts of attitude-toward-social-media-page, the study proposed a theoretical model of hotel social media marketing effectiveness. Based on the data collected from an online survey, the goodness of fit of the model implied that the Aad model provides an appropriate theoretical framework to explain the marketing effectiveness of social media in the hotel industry. The results revealed that hotel customers' social media experiences influence their attitudes-towardsocial-media-site, which in turn influences their attitudes-toward-hotel-brand, and that hotel customers' attitudes-toward-hotel-brand affects their hotel booking intentions and, in turn, intentions to spread electronic word of mouth. The study also indicated that different social media sites demonstrate the same marketing effectiveness, suggesting that hotel managers use the same marketing tactics for Facebook and Twitter marketing.
Social Media a Promotional Tool: Hotel Industry
JOURNAL OF ADVANCES IN HUMANITIES, 2017
The advent of new technology such as the social media has become one of the important business imperative. It has altered marketing strategies of growing hotel industry. Its interactivity and accessibility qualify it as one of the most cost effective marketing tools today. With growing competition and demand hoteliers need to rethink their strategy at each level of business model and also need to align its strategies with customer requirement. This research seeks to explore use of social media by business hotels in NCR and customers perspective in context to usage and advantages of social media. The results and limitations of the study and future directions of research are discussed.
Brand strategies in social media in hospitality and tourism
International Journal of Contemporary Hospitality Management
Purpose This paper aims to present an automated literature analysis to unveil the drivers for incorporating social media in tourism and hospitality brand strategies. Design/methodology/approach To gather relevant literature, Google Scholar was queried with “brand”/“branding” and “social media” for articles in ten top-ranked tourism and hospitality journals, resulting in a total of 479 collected articles. The methodology adopted for the analysis is based on text mining and topic modeling procedures. The topics discovered are characterized by terms belonging to a dictionary previously compiled and provide a segmentation of the articles in coherent sets of the literature. Findings Most of the 213 articles that encompass a strong relation between social media and branding are mentioning mainly brand building stages. A large research gap was found in hospitality and tourism considering that, besides advertising, no topic was discovered related to known brand strategies such as co-brandin...