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

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dc.authorid0000-0002-5652-8694
dc.contributor.authorAydın, Gökhan
dc.date.accessioned10.07.201910:49:13
dc.date.accessioned2019-07-10T19:58:16Z
dc.date.available10.07.201910:49:13
dc.date.available2019-07-10T19:58:16Z
dc.date.issued2020
dc.departmentİstanbul Medipol Üniversitesi, Sağlık Bilimleri Fakültesi, Sağlık Yönetimi Bölümü
dc.departmentİstanbul Medipol Üniversitesi, Sağlık Bilimleri Fakültesi, Sağlık Yönetimi
dc.descriptionWOS: 000463755500001
dc.description.abstractThe 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.
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dc.identifier.citationAydın, 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 & Management, 29(1), 1-21. https://dx.doi.org/10.1080/19368623.2019.1588824
dc.identifier.doi10.1080/19368623.2019.1588824
dc.identifier.endpage21
dc.identifier.issn1936-8623
dc.identifier.issn1936-8631
dc.identifier.issue1
dc.identifier.scopusqualityQ1
dc.identifier.startpage1
dc.identifier.urihttps://dx.doi.org/10.1080/19368623.2019.1588824
dc.identifier.urihttps://hdl.handle.net/20.500.12511/3139
dc.identifier.volume29
dc.identifier.wosqualityQ1
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherRoutledge Journals, Taylor & Francis Ltd
dc.relation.ispartofJournal of Hospitality Marketing & Managementen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/embargoedAccess
dc.subjectSocial Media
dc.subjectFacebook Marketing
dc.subjectCustomer Engagement
dc.subjectSocial Media Performance
dc.subjectDigital Marketing
dc.subjectOrganic Reach
dc.titleSocial media engagement and organic post effectiveness: A roadmap for increasing the effectiveness of social media use in hospitality industry
dc.typeArticle

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