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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.issued2020en_US
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/10.1080/19368623.2019.1588824en_US
dc.identifier.issn1936-8623
dc.identifier.issn1936-8631
dc.identifier.urihttps://dx.doi.org/10.1080/19368623.2019.1588824
dc.identifier.urihttps://hdl.handle.net/20.500.12511/3139
dc.descriptionWOS: 000463755500001en_US
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.en_US
dc.description.abstract本研究对豪华酒店设施的社交媒体使用行为进行了评估,并提出了 提高有机岗位效能的建议.所有在土耳其运营的五星级旅游设施均纳 入研究,并在Facebook账户上公开发布数据,其 441个设施(共 612个)在旅游旺季(8月)进行了为期一个月的调查.2012年facebook帖子的数据是手动获取的,并过滤到1847年.随后,使用内容 分析表对收集的岗位数据进行编码,并通过顺序回归进行分析.研究 结果突出了互动内容和生动内容的积极作用,以及内容类型对提高 追随者互动的意义. 设施位置和类别(酒店、度假村、热酒店)也成 为影响追随者互动的重 素.en_US
dc.language.isoengen_US
dc.publisherRoutledge Journals, Taylor & Francis Ltden_US
dc.rightsinfo:eu-repo/semantics/embargoedAccessen_US
dc.subjectSocial Mediaen_US
dc.subjectFacebook Marketingen_US
dc.subjectCustomer Engagementen_US
dc.subjectSocial Media Performanceen_US
dc.subjectDigital Marketingen_US
dc.subjectOrganic Reachen_US
dc.titleSocial media engagement and organic post effectiveness: A roadmap for increasing the effectiveness of social media use in hospitality industryen_US
dc.typearticleen_US
dc.relation.journalJournal of Hospitality Marketing & Managementen_US
dc.departmentİstanbul Medipol Üniversitesi, Sağlık Bilimleri Fakültesi, Sağlık Yönetimien_U
dc.departmentİstanbul Medipol Üniversitesi, Sağlık Bilimleri Fakültesi, Sağlık Yönetimi Bölümüen_US
dc.authorid0000-0002-5652-8694en_US
dc.identifier.volume29en_US
dc.identifier.issue1en_US
dc.identifier.startpage1en_US
dc.identifier.endpage21en_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.identifier.doi10.1080/19368623.2019.1588824en_US


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