IMPACT OF SOCIAL MEDIA ON CONSUMER ATTITUDE TOWARDS A BRAND WITH SPECIAL REFERENCE TO HOSPITALITY INDUSTRY (original) (raw)

Hospitality industry is growing at a very rapid rate. Hence the importance of creating positive attitude becomes even more important and Social Media tools if use effectively can benefit the overall industry as a whole and a specific brand in particular. Social Media is becoming one of the main tools used to spread information among customers. Blogs, social networking sites, content communities, virtual worlds or collaborative projects all represent groups of people that create and share content inside and outside of professional routines. The potential influence of social media on hospitality industry has attracted considerable interest in academia and industry alike. However, most of the research that has been conducted has been from customers' and not from the service provider perspective. Hence, to bridge this gap, this paper is an attempt to find out impact of social media on consumer attitude towards a brand in hospitality industry.