Business Commons^™

Influence Of Social Media Posts On Service Performance, Carol L. Esmark Jones, Stacie F. Waites, Jennifer Stevens

Marketing Faculty Research and Publications

Purpose

Much research regarding social media posts and relevancy has resulted in mixed findings. Furthermore, the mediating role of relevancy has not previously been examined. This paper aims to examine the correlating relationship between types of posts made by hotels and the resulting occupancy rates. Then, the mediating role of relevancy is examined and ways that posts can increase/decrease relevancy of the post to potential hotel users.

Design/methodology/approach

Within the context of the hotel industry, three studies were conducted – one including hotel occupancy data from a corporate chain – to examine the impact of social media posts on relevancy …