Stakeholder Engagement via Social Media in the Hospitality Sector

2017 ◽  
pp. 15-30 ◽  
Author(s):  
María del Mar Gálvez-Rodríguez ◽  
Laura Saraite ◽  
Juana Alonso-Cañadas ◽  
María del Carmen Caba-Pérez
Keyword(s):  
Social Media ◽  
Comparative Analysis ◽  
Stakeholder Engagement ◽  
Communication Strategy ◽  
General Terms ◽  
Online Engagement ◽  
Hospitality Sector ◽  
Use Of Social Media ◽  
Facebook Pages ◽  
Brazilian Case

Although there is little doubt about the increasing use of social media, however, there is little evidence of the real success of social media in the improvement of stakeholders' participation in the hospitality sector. Within this context, this paper aims to perform a comparative analysis of the use of Facebook as a communication strategy for encouraging stakeholder engagement in hotels from Brazil, Russia and India. In general terms, the Facebook pages of Brazilian hotels present the greatest level of online engagement with their stakeholders, followed by those in India and Russia. Moreover, it should be pointed out that in the Brazilian case, stakeholders pay greater attention to answering the messages posted by hotels than to sharing the information. In contrast, in the case of Russia and India, the preferences of stakeholders are towards the spread of the information posted by this sector.

A Comparative View of Citizen Engagement in Social Media of Local Governments From North American Countries

2019 ◽  
pp. 40-57
Author(s):  
María del Mar Gálvez-Rodríhuez ◽  
Arturo Haro-de-Rosario ◽  
María del Carmen Caba-Pérez
Keyword(s):  
United States ◽  
Social Media ◽  
North American ◽  
Local Governments ◽  
The United States ◽  
Communication Strategy ◽  
Three Dimensions ◽  
Citizen Engagement ◽  
General Terms ◽  
Facebook Pages

Taking into consideration the growing popularity of social media in North American countries, this chapter aims to perform a comparative analysis of the use of Facebook as a communication strategy for encouraging citizen engagement among local governments in The United States, Canada and Mexico. With regards to the three dimensions used in all regions to measure online citizen engagement, in general terms, the “popularity” and “virality” dimensions are the most common, while the “commitment” dimension is still underutilized. With respect to the significant differences found, Mexican citizens are those that make the best use of the tool “like” to express their support of the information supplied by local governments. Furthermore, in relation to the citizens that are fans of the Facebook pages of local governments, we can observe that Canadian citizens show a greater interest in participating more actively in dialogue building while U.S. citizens are the most willing to disseminate information from their local governments.

A Comparative View of Citizen Engagement in Social Media of Local Governments from North American Countries

2017 ◽  
pp. 139-156 ◽  
Author(s):  
María del Mar Gálvez-Rodríhuez ◽  
Arturo Haro-de-Rosario ◽  
María del Carmen Caba-Pérez
Keyword(s):  
United States ◽  
Social Media ◽  
North American ◽  
Local Governments ◽  
The United States ◽  
Communication Strategy ◽  
Three Dimensions ◽  
Citizen Engagement ◽  
General Terms ◽  
Facebook Pages

Taking into consideration the growing popularity of social media in North American countries, this chapter aims to perform a comparative analysis of the use of Facebook as a communication strategy for encouraging citizen engagement among local governments in The United States, Canada and Mexico. With regards to the three dimensions used in all regions to measure online citizen engagement, in general terms, the “popularity” and “virality” dimensions are the most common, while the “commitment” dimension is still underutilized. With respect to the significant differences found, Mexican citizens are those that make the best use of the tool “like” to express their support of the information supplied by local governments. Furthermore, in relation to the citizens that are fans of the Facebook pages of local governments, we can observe that Canadian citizens show a greater interest in participating more actively in dialogue building while U.S. citizens are the most willing to disseminate information from their local governments.

scholarly journals Using social media to enhance stakeholder engagement in the fashion industry: the case of Inditex

2018 ◽  
Vol 34 (61) ◽  
Author(s):  
Laura Saraite-Sariene ◽  
Juana Alonso-Cañadas ◽  
Federico Galán-Valdivieso ◽  
María del Mar Gálvez-Rodríguez
Keyword(s):  
Social Media ◽  
Stakeholder Engagement ◽  
Working Hours ◽  
Fashion Industry ◽  
Online Participation ◽  
Online Engagement ◽  
Target Segment ◽  
Company Group ◽  
Facebook Pages ◽  
Different Levels

There is no doubt that Inditex Group has had an impact on fashion retailers’ industry, with this company group being considered as one of the trendsetters in such industry. Based on that, the objective of paper is twofold: the first is to analyse the different levels of online engagement reached by the Inditex Group via social media, and the second is to analyse the main characteristics that cause the online participation reached, focusing in the online engagement that motivates giving a feedback. For this purpose, the Facebook pages of the eight retail brands of this group have been analysed. Results show that, in the context of fashion retailers’ industry, social media activity does not necessarily entail higher levels of stakeholder engagement. Furthermore, topics should be focused on new collections and tutorials or tips of beauty and fashion to engage stakeholders in commenting posts. Likewise, the content should be presented using diverse formats in order to provide complete and entertaining information. Finally, and regardless of the target segment, publications should be made during the week and outside of working hours.

Understanding social media advertising effect on consumers’ responses

2018 ◽  
Vol 31 (3) ◽  
pp. 426-445 ◽  
Author(s):  
Manel Hamouda
Keyword(s):  
Social Media ◽  
Corporate Reputation ◽  
Structural Equation ◽  
Communication Strategy ◽  
Equation Modeling ◽  
Moderator Effect ◽  
Content Type ◽  
Advertising Effect ◽  
Social Media Advertising ◽  
Use Of Social Media

Purpose This study aims to deepen the current understanding of social media advertising by using the Ducoffe’s advertising value model. The purpose of this paper is to examine the antecedents of advertising value and its consequences on consumers’ attitude and behavior in the specific context of tourism advertising on Facebook. Design/methodology/approach Survey was conducted on a quota sample of 352 Tunisian Facebook users. Web-based questionnaires were used to collect the data which was analyzed using exploratory factor analysis and structural equation modeling. Findings Findings indicate that there is a significant relationship between informativeness, entertainment, credibility and social media advertising value. This positive value will affect favorably consumers’ attitude toward social media advertising and their behavioral responses. The moderator effect of corporate reputation was also confirmed in this relationship. Practical implications Tourism marketers should focus not only on developing information-rich and entertaining social media advertisements but also a credible content of the ads. Furthermore, Facebook should be systematically integrated by tourism practitioners in their communication strategy as it affects the attitude and consequently the behavior of the consumers especially when the company using social media advertising has a good corporate reputation. Originality/value In the tourism context, the effectiveness of social media advertising remains little known to practitioners and scholars despite the frequent use of social media by tourism customers and companies in recent years. So, this research study contributes to a better understanding of the use of social media advertising on Facebook regarding tourism products and services.

Friending and Funding Through Facebook

2018 ◽  
pp. 256-283
Author(s):  
Debika Sihi
Keyword(s):  
Social Media ◽  
Information Transmission ◽  
Nonprofit Organizations ◽  
Cost Effective ◽  
Staff Members ◽  
Strategic Emphasis ◽  
Use Of Social Media ◽  
Key Staff ◽  
Facebook Pages ◽  
Share Information

Social media may be leveraged as a cost-effective way for nonprofit organizations (1) to share information and (2) as a platform for fundraising. This is especially true for regional nonprofit organizations which may have less dedicated resources for marketing and fundraising. This chapter has two main objectives. First, the impacts of regional nonprofit organizations' leadership and strategic emphasis on the use of social media for information transmission is examined. Insights are gained from leadership at 121 nonprofits and through analysis of 377 days of Facebook data for seven nonprofit organizations. The second objective of this work is to examine regional nonprofit organizations' use of social media for crowdfunding or raising donations through a network of social media followers. The Facebook pages of 647 regional nonprofits are examined, and insights are gained from key staff members at 10 organizations.

Managing the Engagement of Sustainable Tourism in Natural Protected Areas Through Social Media

2018 ◽  
pp. 201-218
Author(s):  
Federico Galán-Valdivieso ◽  
Juana Alonso-Cañadas ◽  
Laura Saraite-Sariene ◽  
Carmen Caba-Pérez
Keyword(s):  
Social Media ◽  
Comparative Analysis ◽  
Protected Areas ◽  
Sustainable Tourism ◽  
Customer Engagement ◽  
Natural Protected Areas ◽  
Rural Economies ◽  
Protected Natural Areas ◽  
Facebook Pages ◽  
The Impact

Tourism in protected natural areas is one of the main economic drivers of rural economies in Europe, and Spain is the European country with the highest number of protected areas awarded as sustainable destinations by the European Charter for Sustainable Tourism in Protected Areas. The involvement of both local businesses and tourists is vital to the effective management of sustainable tourism, and social media is increasingly becoming a relevant tool to this task. Taking these considerations into account, this chapter has two goals: first is to examine the online activities performed by tourists in Facebook pages of local tourist businesses, aiming to enhance customer engagement with sustainable tourism; second is to perform a comparative analysis on the impact and degree of engagement achieved of firms from different Spanish regions. Findings will contribute significantly to our understanding of the influence of social media in fostering citizen engagement with sustainable tourism.

Crisis Communication in the Age of Social Media and the Case of Dairy Khoury

2021 ◽  
pp. 2181-2196
Author(s):  
Nisrine Zammar
Keyword(s):  
Social Media ◽  
Crisis Communication ◽  
Communication Strategy ◽  
Clear Understanding ◽  
Organizational Reputation ◽  
Interactive Nature ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
The Right

The use of social media platforms has become an essential part of today's protocol of reacting to any sudden crisis, due to their interactive nature which allows them to reach vast and heterogeneous audiences. This makes them the right tool that enables the organizations to spread their messages efficiently. Any failure in responding adequately on social media level, would allow rumors and negative contents to circulate uncontrollably, affecting the organizational reputation and recovery. Therefore, the main purpose of this paper is to provide a clear understanding of the crisis communication strategy adopted by Dairy Khoury, a Lebanese firm, on social media, at a time when the new power of social media had not yet been fully measured and estimated. The author will highlight the necessity of a preset crisis communication strategy and the use of social media platforms while dealing with crisis.

“We are all in this together:” police use of social media during the COVID-19 pandemic

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xiaochen Hu ◽  
Beidi Dong ◽  
Nicholas Lovrich
Keyword(s):  
Social Media ◽  
Policy Implications ◽  
Community Relations ◽  
Content Type ◽  
The Public ◽  
Police Agencies ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Police Community Relations ◽  
Facebook Pages

PurposePrevious studies consistently indicate that police agencies tend to use social media to assist in criminal investigations, to improve police-community relations and to broadcast both crime- and non-crime-related tips promotive of public safety. To date, little research has examined what content the police tended to post on their social media sites during the COVID-19 pandemic.Design/methodology/approachBy selecting the 14 most widely attended police agencies' Facebook accounts, the current study collects and analyzes a sample of 2,477 police Facebook postings between February 1 and May 31, 2020. By using a mix-method approach, the study addresses three research questions: 1) What kinds of messages did the police tend to post on their Facebook pages before and during this pandemic? 2) What types of COVID-related police Facebook postings were made? 3) How did the public react to COVID-19-related police Facebook postings?FindingsThe findings suggest that the police have come to believe that social media can be used as an effective police−public communicative tool in stressful times. The findings also suggest that social media platforms have become a routinized tool of police−public communications which can, to some appreciable extent, substitute for the in-person contacts traditionally relied upon in community policing.Originality/valueThis study of police use of social media explores the question of whether the use of these media can serve as an effective tool to connect the police with the public under circumstances where in-person contacts are greatly constrained. Some public policy implications emerging from the findings reported are discussed, along with implications for further research along these lines.

Privacy and Identity Management in Social Media

2013 ◽  
pp. 304-320 ◽  
Author(s):  
Simone Smala ◽  
Saleh Al-Shehri
Keyword(s):  
Social Media ◽  
Language Learning ◽  
Identity Management ◽  
Tertiary Education ◽  
Mobile Technologies ◽  
Political Views ◽  
Close Analysis ◽  
Use Of Social Media ◽  
Facebook Pages ◽  
Educational Potential

Social networking media are becoming more widespread as educational learning sites. For this reason, it is important to investigate how concerns about identity management can interfere with or influence the planned learning processes. This chapter engages initially with current research that investigates the use of social media with a particular focus on issues of identity management. It then provides a close analysis of identity management among student users of dedicated Facebook pages in tertiary education settings, as part of a larger study into contextual language learning and the educational potential of mobile technologies and social media. The study concludes that issues around publically sharing information with classmates (whom you might or might not “befriend” on social media sites), and the exposure that comes with sharing one’s background and potentially contentious political views are probably experienced by students worldwide.

The (mis)use of social media to communicate CSR in hospitality

2017 ◽  
Vol 8 (1) ◽  
pp. 73-86 ◽  
Author(s):  
Laura Zizka
Keyword(s):  
Social Media ◽  
Stakeholder Engagement ◽  
Hospitality Industry ◽  
Future Research ◽  
Content Type ◽  
Csr Communication ◽  
Successful Communication ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Corporate Social

Purpose This paper aims to discuss how the hospitality industry is communicating corporate social responsibility (CSR) to its stakeholders, the premise being CSR communication through social media platforms will increase stakeholder engagement. Design/methodology/approach This paper is developed based on Schwartz and Carroll’s three-domain approach to CSR motivation, stakeholder theory and a synthesis of previous literature of CSR communication in the hospitality industry. Findings Successful communication through social media is based on two-way participative dialogue. Companies, especially the hospitality industry, have used social media to communicate information through social media in a one-way direction, that of giving information. One example is the communication of CSR actions and intentions as found on hospitality websites, intranets and social media platforms. While previous studies have shown a link between CSR communication through social media and corporate reputation, few studies have examined CSR communication through social media and its effects on specific stakeholder groups. Research limitations/implications Rather than assuming that CSR communication can be done successfully through a “one-size-fits-all” social media discourse, this paper suggests the need for specific messages and potentially different communication channels to increase engagement from each of the various stakeholders in the hospitality industry. Originality/value This is one of the first papers which tries to address how one communication channel, social media, can affect CSR communication and increase stakeholder engagement in the hospitality industry. This paper provides discussion on the usefulness of social media to communicate CSR messages and posits the need for future research projects on a macro and micro level.

Sign in / Sign up

Export Citation Format

Share Document