At what extent social media marketing influence on brand loyalty? Evidence from Hotel Industry
(EN)
Koutsokostas, Sokratis
(EN)
School of Economics, Business Administration and Legal Studies, MSc in Management
(EL)
Gotsi, Manto
(EN)
This research addressed social media marketing issues and especially the case of the
Hotel industry.
It provides a systematic overview of the existing literature regarding
the
social media marketing and the brand loyalty mainly in the hotel sector. The
res
earch question concern investigation of
the extent that
social media marketing
influence
s
on the brand loyalty of a hotel.
In order to cover the research question
there are some research objectives that are fulfilled. These are
the
documentation of
the
importance of brand loyalty in the hotel industry
, the ways that social media
marketing is implemented in the hotel industry and the significance of the online
reviews as a marketing mean.
The primary research is focused on a part of the online marketing
which is the online
reviews and their influence on consumers’ decisions.
T
he primary re
search
was
conducted with questionnaires
and had as a sample 130 consumers that use social
media platforms which publish online reviews differing in age, level of educat
ion and
yearly income.
The results of the primary research
highlight the signific
ance of social media
marketing. This can be concluded by the fact that almost 70% of the responders
independently their technology expertise stated that they take into account
the
opinions from online reviews as they advise them much before they form final
opinion. Moreover, the consequences of the anonymity in an online review are
highlighted as the last majority of the responders consider an anonymous online
review incredible
.
The research concluded in the need for every hotel to focus on
the
implementation
of an
appropriate online review management
which
has as a result the cust
omer
satisfaction and finally the desirable
brand loyalty.
(EN)
*Η εύρυθμη και αδιάλειπτη λειτουργία των διαδικτυακών διευθύνσεων των συλλογών (ψηφιακό αρχείο, καρτέλα τεκμηρίου στο αποθετήριο) είναι αποκλειστική ευθύνη των αντίστοιχων Φορέων περιεχομένου.