This study aims to identify the consequence of social media usage on firm performance. To
this end, it proposes a conceptual map that shows promising linkages between the maturity …

This study seeks to understand the most important features of active social media
engagement among followers of a food and beverage sales organization, and the impact of …

Purpose The purpose of this paper is to establish a conceptual framework on how hospitality
and tourism educators could incorporate new technology and big data analytics into …

This study offers a perspective of social media performance measurement techniques
adopted by hoteliers, with a focus on financial returns. The research adopted a qualitative …

Consumers usually endorse tourism products differently when sharing positive electronic
word-of-mouth (eWOM). This research examines the relative persuasiveness of two …

The widespread use of the Internet has changed consumer buying behavior, especially
among tourists, considering the intangibility of the tourist product. Although globally the …

Puji Syukur senantiasa dipanjatkan kepada Allah SWT yang senantiasa melimpahkan
segala rahmat, karunia, dan petunjuk-Nya, sehingga buku Pemasaran Melaui Media Sosial …

Emerging markets are a crucial driver of brand growth and social media is a fundamental
part of brand strategy and its effective use viewed as instrumental to market success …

Social media, in the form of online reviews (ORs), has become an essential element for
consumers in the restaurant industry, providing reliable and unbiased information based on …

The purpose of this study is to verify how online reviews can become a useful tool for the
improvement of hotel businesses through an in-depth analysis of selected scientific papers …