At what extent social media marketing influence on brand loyalty? Evidence from Hotel Industry

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2015 (EN)
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)


Διεθνές Πανεπιστήμιο της Ελλάδος (EL)
International Hellenic University (EN)



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