The Power of Engagement: Understanding Active Social Media Engagement and the Impact on Sales in the Hospitality Industry
Keywords
Social media; Engagement rate; Social media engagement; Sales; Products
Abstract
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 social media engagement rate on sales of new products. The study provides empirical evidence that highly engaged social media posts drive firm performance through increased sales. Additionally, the study provides a formula for success by using text mining strategies to uncover most effective use of the social media channels. The text mining methods reveal the best date/time, type of posting, hashtag to use and social media channel that provides the highest engagement level.
Publication Date
2-1-2021
Original Citation
Yost, E., Zhang, T., & Qi, R. (2021). The power of engagement: Understanding active social media engagement and the impact on sales in the hospitality industry. Journal of Hospitality and Tourism Management, 46, 83-95. https://doi.org/10.1016/j.jhtm.2020.10.008
Document Type
Paper
Language
English
Source Title
Journal of Hospitality and Tourism Management
Volume
46
Copyright Status
Unknown
College
Rosen College of Hospitality Management
Location
Rosen College of Hospitality Management
STARS Citation
Yost, Elizabeth; Zhang, Tingting (Christina); and Qi, Ruoxi, "The Power of Engagement: Understanding Active Social Media Engagement and the Impact on Sales in the Hospitality Industry" (2021). Faculty Scholarship and Creative Works. 955.
https://stars.library.ucf.edu/ucfscholar/955