|
The impact of social media on hospitality brand and image |
|---|---|
| รหัสดีโอไอ | |
| Creator | Chanin Yoopetch |
| Title | The impact of social media on hospitality brand and image |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2561 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 10 |
| Journal No. | 1 |
| Page no. | 139-150 |
| Keyword | Social media, Corporate image, Brand equity |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | Social media is one of the most important and cost-effective tools for businesses to promote their brand. Brand equity is known to have influence on the consumer's decision to adopt the brand. This paper examines consumers' perception towards social media used by hospitality firms (e.g. hotels and airlines) in order to create corporate image and to support brand equity. The author used data from semi-structure interviews. The samples are business travellers having experiences with the social media application of the hospitality firms. The results indicated that using social media has crucial role in determining the corporate image and brand equity. Hospitality firms used several types of social media, including text and video formats in order to convey intended information to the customers. Findings are discussed with regard to their implications for the image and brand promotions through the social media of the firms. |
