The Role of Social Media Marketing in Shaping Customer Perceptions of Modern Hospitality Brands in Ghana

Abstract

Purpose: The main objective of this study was to investigate the role of social media marketing in shaping customer perceptions of modern hospitality brands.
 Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library.
 Findings: The findings revealed that there exists a contextual and methodological gap relating to the role of social media marketing in shaping customer perceptions of modern hospitality brands. Preliminary empirical review revealed that in a rapidly evolving digital landscape, the study underscores the importance of adaptability and innovation within the realm of social media marketing for modern hospitality brands. By staying attuned to customer preferences and continuously refining their strategies, these brands can not only shape but also elevate customer perceptions, thereby gaining a competitive edge and fostering long-term success in the hospitality industry. As technology and consumer behavior continue to evolve, future research in this area will be essential to further understand the intricate dynamics of social media marketing's influence on customer perceptions and its implications for the modern hospitality sector
 Unique Contribution to Theory, Practice and Policy: The Social Identity theory, Information Processing theory and Two Step Flow theory may be used to anchor future studies on social media marketing in modern hospitality. The study recommended for a cohesive social media branding strategy, engaging actively and responsively with customers, leveraging user-generated content and social proof, investing in visual and interactive content, collaborating with social media influencers, monitoring and analyzing social media and adapting to emerging trends and platforms.