Title: Popularity of Facebook hotel brand-page posts among consumers: a study of top ten international and domestic hospitality brands in India

Authors: Pratibha Singh; Neena Sinha; Manali Gupta

Addresses: University School of Management Studies, Guru Gobind Singh Indraprastha University, Sector 16 C, Dwarka, Delhi – 110078, India ' University School of Management Studies, Guru Gobind Singh Indraprastha University, Sector 16 C, Dwarka, Delhi – 110078, India ' University School of Management Studies, Guru Gobind Singh Indraprastha University, Sector 16 C, Dwarka, Delhi – 110078, India

Abstract: Marketers have recognised the unprecedented popularity of social networking sites and are prompting to invest in their social media presence to disseminate information and marketing messages. In specific, hospitality brands are establishing Facebook pages with the relevant information that contain anecdotes, photos, videos or other multimedia content. Such innovative communication mediums promote interaction among members of the brand page and facilitate their direct feedback through online engagement metrics. The objective of this paper is to analyse the content of the posts published on the official Facebook brand pages of the top ten international and domestic hotels operating in India and investigate their impact on the online engagement of users. The authors have performed manual coding for 950 posts by following a systematic coding strategy and thereafter, have applied the multivariate analysis. The findings contribute to the theory of information dissemination through social media platform and serve as a guide to hotels brand marketers in identifying posts characteristics that would be able to generate positive online responses.

Keywords: Facebook brand pages; online engagement; hospitality industry; content analysis; interactivity; vividness; multivariate analysis.

DOI: 10.1504/IJBG.2022.127358

International Journal of Business and Globalisation, 2022 Vol.32 No.2/3, pp.184 - 205

Received: 01 Aug 2019
Accepted: 20 Nov 2019
Published online: 01 Dec 2022 *

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