Currently submitted to: JMIR Preprints
Date Submitted: Mar 2, 2025
Open Peer Review Period: Mar 2, 2025 - Feb 15, 2026
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The Impact of Social Media on Consumer Behavior, Audience Engagement, and Reputation Management in Hotel Selection and Booking Decisions
ABSTRACT
Background:
Social media has profoundly transformed consumer behavior and marketing practices within the hospitality industry. Understanding how these changes influence hotel selection and booking decisions, the effectiveness of social media strategies, and shifts in reputation management practices is crucial for hotels aiming to enhance their digital presence and customer engagement.
Objective:
The study aims to analyze the influence of social media on consumer behavior, audience engagement, and reputation management in hotel selection and booking decisions as well as compare pre- and post-social media reputation management practices.
Methods:
Data was collected through surveys and interviews with hotel guests and marketing professionals. The analysis included descriptive statistics and comparative assessments of pre- and post-social media reputation management practices. The effectiveness of various social media strategies was evaluated based on respondent feedback.
Results:
The findings indicate that promotional offers, user reviews, and visual content significantly influence consumer behavior in hotel selection and booking decisions. Collaboration with influencers, user-generated content, live video content, and social media advertising are the most effective strategies for audience engagement and brand building, each with a 100% effectiveness rate. There is a notable shift in reputation management practices, with a decrease in promptly addressing issues and providing compensation, and an increase in seeking private resolutions through direct messages post-social media.
Conclusions:
Social media plays a critical role in shaping consumer behavior and brand perception in the hotel industry. Effective social media strategies, particularly those involving influencers and user-generated content, are essential for engaging audiences and building brand identity. The transition to social media has also led to changes in reputation management, emphasizing the importance of balancing transparency with discreet conflict resolution. Hotels should prioritize comprehensive social media strategies that include collaboration with influencers, regular updates, and engaging content. Encouraging positive user-generated content and implementing robust monitoring and response systems are essential. Training staff on social media engagement and conflict resolution can further improve reputation management. Ongoing adaptation to emerging social media trends is crucial for maintaining effectiveness. This study provides valuable insights into the impact of social media on consumer behavior and marketing in the hospitality industry. By identifying effective social media strategies and examining changes in reputation management, it offers practical guidance for hotels seeking to enhance their digital presence and customer engagement. The findings underscore the importance of leveraging social media to achieve greater business success and maintain a positive brand reputation.
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