How about meeting Fernando Pessoa? A journey into hotel brand anthropomorphism and personality on social media
Hans Ruppelt,
Sofia Almeida,
Ana Cláudia Campos
Abstract:Competition in the hospitality industry is fierce and hotels need to enhance guest engagement in order to remain competitive. Building brand anthropomorphism (BA) and personality is acknowledged as a marketing strategy for achieving this goal. More and more, this engagement is taking place online, with hotels’ social media playing a critical role in the process. However, it is acknowledged that there is scarce knowledge on how hotels build BA and personality in online settings. Accordingly, this research aims … Show more
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