Social media engagement and organic post effectiveness: A roadmap for increasing the effectiveness of social media use in hospitality industry

Creative Commons License

Aydin G.

Journal of Hospitality Marketing and Management, vol.29, no.1, pp.1-21, 2020 (SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 29 Issue: 1
  • Publication Date: 2020
  • Doi Number: 10.1080/19368623.2019.1588824
  • Journal Name: Journal of Hospitality Marketing and Management
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, Academic Search Premier, IBZ Online, ABI/INFORM, Business Source Elite, Business Source Premier, CAB Abstracts, Hospitality & Tourism Complete, Hospitality & Tourism Index
  • Page Numbers: pp.1-21
  • Keywords: Social media, Facebook marketing, customer engagement, social media performance, digital marketing, organic reach
  • Istanbul Medipol University Affiliated: Yes


The present study assessed the social media use behavior of luxury hospitality facilities and offers suggestions to improve organic post effectiveness. All five-star tourism facilities operating in Turkey were incorporated into the study and publicly available post data on Facebook accounts of 441 facilities (out of a total of 612) were examined in the high tourist season (August) for one month. Data on 2,012 Facebook posts were obtained manually and filtered down to 1,847. The collected post data were subsequently coded using a content analysis form and analyzed via ordinal regression. The results highlighted the positive effects of interactive content and vivid content as well as the significance of the content type in achieving higher interaction among followers. The facility location and category (hotel, holiday village, thermal hotel) also emerged as significant factors affecting follower interactions.