Social Media Marketing: Applying the Uses and Gratifications Theory in the Hotel Industry

Choi, Eun-Kyong; Fowler, Deborah; Goh, Ben K.; Yuan, Jingxue

doi:10.1080/19368623.2016.1100102

Cited by 103 publications

(72 citation statements)

References 74 publications

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“…Social networks are gaining popularity among hotel operators as one of the most effective tools for promoting hotel services and establishing relationships with customers. Studies related to the issues of attracting customers through social networks and analysis of their connection with the purchase of hotel services have been carried out in the works of many scientists [4][5][6][7][8]. Analyzing their results, we can conclude that attracting customers in social networks plays an important role in the intention to buy hotel services.…”

Section: Literature Reviewmentioning

confidence: 99%

About Some Aspects of Influence of Social Networks on Efficiency of Functioning of Hotel Service of Russia

Остапенко¹,

Бакуменко²,

Usenko³

2019

Proceedings of the First International Volga Region Conference on Economics, Humanities and Sports (FICEHS 2019)

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The authors ' research is devoted to the influence of social networks on the efficiency of hotel business development in Russia on the example of the largest resort city of the country -Sochi, their impact on customer relations is noted. On the example of popular hotels in Sochi calculated key indicators of the activity of some social networks. It is shown that the considered hotels are client-oriented and they carry out appropriate work to ensure a high level of service; as a result of the analysis, insufficient use of tools of social networks is noted. The study revealed that the efficiency of interaction between hotel operators and customers in social networks to achieve the desired results of consumer behavior when choosing a hotel service remains at a low level.

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Section: Literature Reviewmentioning

confidence: 99%

About Some Aspects of Influence of Social Networks on Efficiency of Functioning of Hotel Service of Russia

Остапенко¹,

Бакуменко²,

Usenko³

2019

Proceedings of the First International Volga Region Conference on Economics, Humanities and Sports (FICEHS 2019)

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“…Ela objetiva explicar também como as gratificações atendem às necessidades intrínsecas (LIN, 1998;PAPACHARISSI;RUBIN, 2000). Embora estudos mais recentes tenham demonstrado a aplicabilidade da U&G em pesquisas relacionadas às redes sociais, poucos estudos direcionaram o foco ao uso comercial das redes sociais (CHOI et al, 2016).…”

Section: Issn 1807-975xunclassified

“…Identificaram ainda semelhança entre os fatores de gratificação para internet e sites, com os fatores de gratificação para uso pessoal das redes sociais (CHOI et al, 2016). Ko et al (2005), por exemplo, examinaram a relação entre as motivações para o uso da internet à duração da navegação em um site, à interatividade, às atitudes e à intenção de compra.…”

Section: Fatores De Gratificação E Satisfação No Uso Da Internetunclassified

“…O diagrama da figura 1 ilustra as relações propostas, bem como a magnitude dos efeitos diretos e indiretos entre as dimensões consideradas para esta etapa da análise dos dados. O diagrama foi desenhado com base no esquema teórico proposto por Choi et al (2016). Os resultados desta análise certificam a validade discriminante entre os construtos, uma vez que todos os valores de AVE são maiores que as demais correlações apresentadas (Tabela 2).…”

Section: Análise Fatorial Confirmatóriaunclassified

“…Para análise da confiabilidade e validade convergente dos construtos, utilizou-se o Alfa (Choi et al, 2016).…”

Section: Figura 1 -Estrutura De Análiseunclassified

See 2 more Smart Citations

Fanpages De Hotéis: Fatores De Gratificação E Satisfação Que Motivam O Acesso Dos Usuários

2017

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From the perspective of a Uses and Gratification (U&G) theory, the study examined factors that increase user satisfaction with hotel fanpages, and also examines how user satisfaction with fanpage affects the intention of visiting the hotel in the future. In order to carry out the research, the emergence of the concept of social media marketing was taken into account, Resumen: A partir de la perspectiva de la teoría de Usos y Gratificaciones (U&G), el estudio examinó los factores que aumentan la satisfacción de los usuarios de fanpages de hoteles, analizando también cómo la satisfacción de los usuarios con la fanpage afecta la intención de visitar el hotel en el futuro. Para la realización de la investigación, se tuvo en cuenta la emergencia del concepto de marketing de medios sociales, y la exposición brasileña internacional ocasionada por el hospedaje de dos mega eventos deportivos: la Copa del Mundo de 2014 y las Olimpiadas de 2016. Los datos fueron analizados utilizándose el modelado de ecuaciones estructurales (SEM), con la estimación de los mínimos cuadrados parciales (PLS-PM -Partial Least Square -Path modelling). Los resultados indicaron que el entretenimiento es el factor que más influye en la satisfacción, seguido de la información, conveniencia, interacción social y auto expresión. Se verificó que la satisfacción de los usuarios con la fanpage del hotel está positivamente asociada a la intención de visitar el hotel en el futuro. Las implicaciones teóricas y prácticas de estos hallazgos son discutidas, así como sugerencias para futuras investigaciones.

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Augmented reality filters on social media. Analyzing the drivers of playability based on uses and gratifications theory

Ibáñez‐Sánchez

Orús

Flavián

2022

Psychology and Marketing

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The arrival of augmented reality (AR) on social networks in the form of filters is generating new user experiences. Despite their potential as interactive marketing tools, previous research analyzing the impact of AR filters has focused mainly on shopping‐based or personal‐based variables. Conceiving AR filters to be entertainment products, this research follows the theory of uses and gratifications to examine the playability of AR filters, that is, the satisfaction that users derive from the experience and their making of electronic word‐of‐mouth recommendations. The results of two studies combining quantitative and qualitative techniques showed the key role played by perceived entertainment and, to a lesser extent, perceived interactivity, in the playability of AR filters. Perceived curiosity and compatibility also affected users' satisfaction. The findings contribute to the literature on AR filters by analyzing users' experiences from an entertainment perspective, examining a comprehensive set of hedonic, utilitarian, social and personal uses and gratifications that users might derive when interact with AR filters on social media. Practitioners should incorporate appropriate features when designing the filters so that users obtain fun and entertaining experiences, interact with others, and get fresh content. All these may foster the consumer's storytelling through images.

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Social Media Marketing: Applying the Uses and Gratifications Theory in the Hotel Industry

Cited by 103 publications

References 74 publications

About Some Aspects of Influence of Social Networks on Efficiency of Functioning of Hotel Service of Russia

About Some Aspects of Influence of Social Networks on Efficiency of Functioning of Hotel Service of Russia

Fanpages De Hotéis: Fatores De Gratificação E Satisfação Que Motivam O Acesso Dos Usuários

Augmented reality filters on social media. Analyzing the drivers of playability based on uses and gratifications theory

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