Beyond Likes and Shares: The Impact of Social Media on Consumer Behavior, Audience Engagement, and Reputation Management in Hotel Selection and Booking Decisions

This study aims to analyze the influence of social media on consumer behavior, audience engagement, and reputation management in hotel selection and booking decisions as well as compare pre- and post-social media reputation management practices. Data was collected through surveys and interviews with hotel guests and marketing professionals. The analysis included descriptive statistics and comparative assessments of pre- and post-social media reputation management practices. The findings indicate that promotional offers, user reviews, and visual content significantly influence consumer behavior in hotel selection and booking decisions. Collaboration with influencers, user-generated content, live video content, and social media advertising are the most effective strategies for audience engagement and brand building, each with a 100% effectiveness rate. There is a notable shift in reputation management practices, with a decrease in promptly addressing issues and providing compensation, and an increase in seeking private resolutions through direct messages post-social media. Social media plays a critical role in shaping consumer behavior and brand perception in the hotel industry. Effective social media strategies, particularly those involving influencers and user-generated content, are essential for engaging audiences and building brand identity. This study provides valuable insights into the impact of social media on consumer behavior and marketing in the hospitality industry. By identifying effective social media strategies and examining changes in reputation management, it offers practical guidance for hotels seeking to enhance their digital presence and customer engagement. The findings underscore the importance of leveraging social media to achieve greater business success and maintain a positive brand reputation.