SOCIAL MEDIA MARKETING: UTILIZING SOCIAL MEDIA TO ADVANCE BRAND

Muaid Momany
Abdullah Alshboul
Argosy University, Chicago

ABSTRACT

Social media is increasingly important as a marketing tool, but small businesses may be underutilizing it. To date, a small number of studies have investigated the impact of social media marketing on small businesses in the hotel industry. Therefore, the purpose of this study was to investigate the impact of social media on the bed and breakfast (B&B) industry segment, as measured by the influence of social media outreach on brand awareness and online sales. The results of this study indicated strong correlations between the social media outreach efforts, and both brand awareness and online sales.

Keywords: Social media, marketing, bed and breakfast inns (B&B), hospitality, hotels, motels