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Developing A Parasocial Relationship With Hotel Brands On Facebook: Will Millennials Differ From Genxers?, Yun Ying Zhong

UNLV Theses, Dissertations, Professional Papers, and Capstones

Facebook, particularly its brand page, is becoming one of the most powerful tool for relationship building and customer engagement for hospitality companies. As the social media marketing practices evolve in the hospitality industry, the industry starts to realize the importance of customer participation behaviors based on relationship quality rather than quantity of interactions and the rising significance of the Millennials generation.

To respond to this trend, this study pursues an empirical investigation of the antecedents for consumer-hotel brand relationship on Facebook, and the potential differences between Millennials and non-Millennials, particularly the GenXers. It also examines the potential varying relational consequences …