What is it about?

The social media use behavior of all 5 star tourism facilities in Turkey were analyzed. Suggestions to improve social media post effectiveness were provided. Results of an analysis on almost two thousand posts, highlight the significance of using inherently interactive content (questions, contests etc.) and visual content (videos etc.) in obtaining more likes and comments on Facebook. The facility location also emerged as significant factors affecting follower interactions (likes and comments).

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Why is it important?

The study assessed all the 5 star hospitality facilities in Turkey. A large dataset was used to arrive at insights. Actionable insights are provided in the text.

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This page is a summary of: Social media engagement and organic post effectiveness: A roadmap for increasing the effectiveness of social media use in hospitality industry, Journal of Hospitality Marketing & Management, March 2019, Taylor & Francis, DOI: 10.1080/19368623.2019.1588824.
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