دانلود رایگان مقاله انگلیسی بازاریابی رسانه اجتماعی هتل: مطالعه استراتژی پیام - امرالد 2017

Abstract

Purpose - The purpose of this study is to develop a typology of social media messages in order to compare the effectiveness of different message strategies. Design/methodology/approach - A total of 1,837 messages from 12 hotel brand Facebook pages were content analyzed. Applying both Correspondence Analysis and Multivariate Analysis of Variance, the study compared message strategy across hotel scale levels and explored the effectiveness of different message strategies. Findings – A typology of four-type message format and six-type message content was developed. The picture message was the best message format. Product, brand, and involvement messages were shown more effective than information, reward, and promotion messages. Promotion message was the least effective message content type. Research limitations/implications - The major limitation of this study is the generalizability due to the sample selection process. There is also limitation on exclusion of control variables, selection of the three effectiveness measures, and evolving social media technology. Practical implications - The typology of Facebook message strategy developed in the study provided guidelines for hotel marketers to create messages on Facebook pages and track effectiveness. Hotels should also take full advantage of picture format and product, brand, and involvement contents. Originality/value - This study created a new typology of social media message strategy consisting of two dimensions. It also provided empirical evidence to support the application of message strategy theory in the hotel social media marketing area.

5. Discussion and Conclusion

While more and more hotels are embracing social media as an important marketing tool, little is known about social media message strategy and marketing effectiveness. The existing advertising literature has already demonstrated the relationships between message strategy and advertising effectiveness. Based on message strategy theoretical background, this study content analyzed over 1800 hotel Facebook messages and developed a multi-category message strategy typology. This study also revealed the message strategy preferences of different scale levels of hotels and explored the impacts of message strategy on marketing effectiveness. The two hypotheses proposed in the study were both supported by the results.

Three key findings emerged from the study. First, the typology of Facebook message strategy consisted of two dimensions, dealing with both “what to say” and “how to say it” on hotel Facebook pages. The first classification of message format contained four types: word, picture, web link, and video, in consistent with the classification of Kwok and Yu (2013)’s study. The second classification of message content included six types: product, promotion, reward, brand, information, and involvement, expanding the dichotomy of message content in the advertising literature (Aaker and Norris, 1982; Laskey et al., 1995).