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Challenges of social media marketing: an explorative international study of hotels
University West, Department of Economics and IT, Division of Business Administration.ORCID iD: 0000-0002-1435-1632
2017 (English)In: International Journal of Technology Marketing, Vol. 12, no 2, 127-141 p.Article in journal (Refereed) Published
Abstract [en]

With the worldwide increased usage of social media, organisations are experiencing great pressure to implement social media into their existing marketing strategies. Due to this development, social media has rapidly become an important marketing tool. The study focuses on social media marketing implementation, with the aim to develop an increased understanding of the challenges concerning how hotels adapt social media into their marketing activities by investigating social media marketing usage in hotels. The result suggests that most hotels are reactive in their social media usage and do not actively seek interaction, and that individual knowledge needs to be spread throughout organisations to a greater extent in order to achieve interaction with customers in social media channels.

Place, publisher, year, edition, pages
2017. Vol. 12, no 2, 127-141 p.
Keyword [en]
social media marketing, SMM, knowledge capture, knowledge sharing, technology, hotels, customer engagement, relationship marketing, leisure industry
National Category
Information Systems, Social aspects
Research subject
SOCIAL SCIENCE, Informatics
Identifiers
URN: urn:nbn:se:hv:diva-11572DOI: 10.1504/IJTMKT.2017.083372OAI: oai:DiVA.org:hv-11572DiVA: diva2:1142643
Available from: 2017-09-19 Created: 2017-09-19 Last updated: 2017-09-19Bibliographically approved

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Citation style
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