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dc.contributor.authorMichopoulou, Eleni
dc.contributor.authorMoisa, Delia Gabriela
dc.date.accessioned2018-06-15T15:17:01Z
dc.date.available2018-06-15T15:17:01Z
dc.date.issued2018-06-11
dc.identifier.citationMichopoulou, E. and Moisa, D. G. (2018) 'Hotel social media metrics: The ROI dilemma,' International Journal of Hospitality Management, DOI: 10.1016/j.ijhm.2018.05.019en
dc.identifier.issn02784319
dc.identifier.doi10.1016/j.ijhm.2018.05.019
dc.identifier.urihttp://hdl.handle.net/10545/622762
dc.description.abstractThis study offers a perspective of social media performance measurement techniques adopted by hoteliers, with a focus on financial returns. The research adopted a qualitative approach, data was collected through semi-structured, open-ended interviews. Findings indicate that ROI is understood as an umbrella concept, where engagement rates, customer response and volume of likes and comments are most important. However, the element of ROI in the form of financial outcomes derived from social media remains elusive. This research contributes to social media adoption literature by investigating current social media measurement practices within the hospitality industry. While hotel managers employ diverse strategies for social media deployment, the focus on the effectiveness of these strategies is questionable, particularly considering financial metrics. This study presents key metrics currently used, but more importantly highlights which aspects of social media performance measurement are neglected and the gap they create in assessing social media strategies holistically and effectively.
dc.description.sponsorshipN/Aen
dc.language.isoenen
dc.publisherElsevieren
dc.relation.urlhttp://linkinghub.elsevier.com/retrieve/pii/S0278431917308423en
dc.rightsArchived with thanks to International Journal of Hospitality Managementen
dc.subjectSocial mediaen
dc.subjectMetricsen
dc.subjectHotelsen
dc.subjectReturn on investment (ROI)en
dc.subjectMarketingen
dc.titleHotel social media metrics: The ROI dilemma.en
dc.typeArticleen
dc.contributor.departmentUniversity of Derbyen
dc.contributor.departmentManchester Metropolitan Universityen
dc.identifier.journalInternational Journal of Hospitality Managementen
html.description.abstractThis study offers a perspective of social media performance measurement techniques adopted by hoteliers, with a focus on financial returns. The research adopted a qualitative approach, data was collected through semi-structured, open-ended interviews. Findings indicate that ROI is understood as an umbrella concept, where engagement rates, customer response and volume of likes and comments are most important. However, the element of ROI in the form of financial outcomes derived from social media remains elusive. This research contributes to social media adoption literature by investigating current social media measurement practices within the hospitality industry. While hotel managers employ diverse strategies for social media deployment, the focus on the effectiveness of these strategies is questionable, particularly considering financial metrics. This study presents key metrics currently used, but more importantly highlights which aspects of social media performance measurement are neglected and the gap they create in assessing social media strategies holistically and effectively.


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