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UNLV Theses/Dissertations/Professional Papers/Capstones

9-1-2010

The Effects of social media networks in the hospitality industry Wendy Lim
University of Nevada, Las Vegas

Repository Citation
Lim, Wendy, "The Effects of social media networks in the hospitality industry" (2010). UNLV Theses/Dissertations/Professional Papers/Capstones. Paper 693. http://digitalcommons.library.unlv.edu/thesesdissertations/693

This Professional Paper is brought to you for free and open access by University Libraries. It has been accepted for inclusion in UNLV Theses/ Dissertations/Professional Papers/Capstones by an authorized administrator of University Libraries. For more information, please contact marianne.buehler@unlv.edu.

THE EFFECTS OF SOCIAL MEDIA NETWORKS IN THE HOSPITALITY INDUSTRY

By

Wendy Lim Bachelor of Science William F. Harrah College of Hotel Administration Graduate College University of Nevada, Las Vegas 1998

A professional paper submitted in partial fulfilment of the requirements for the

Master of Hospitality Administration William F. Harrah College of Hotel Administration Graduate College University of Nevada, Las Vegas September 2010

ABSTRACT The Effects of Social Media Networks in the Hospitality Industry

by Wendy Lim Dr. Natasa Christodoulidou Assistant Professor of Marketing College of Business Administration and Public Policy California State University

There are various platforms provided by the social media networks such as Facebook, LinkedIn, YouTube and Twitter to the marketing of products and services for the hospitality industry. Social network offers media technologies that can facilitate online functionality and monitoring perspectives wherein the data gathered can be used to develop their services for customer satisfaction. The hospitality industry can market themselves in social media and networking. Hospitality industry can use social media to engage customers and clients in dialogue and recognize their needs. Through these networking sites, hospitality industry can interact with consumers before, during, and after the vacation experience. Social media is relatively new and the advantages are abundance such as it is affordable, it is viral and has the potential to spread brand awareness quickly and far and it is said to be able to develop link baits, attention and massive amounts of traffic. However, it may not be appropriate for all hotel chains. The purpose of this study is to evaluate the effects of social media in the hospitality industry.

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TABLE OF CONTENTS ABSTRACT............................................................................................................... TABLE OF CONTENTS........................................................................................... LIST OF FIGURES………………………………………………………………… LIST OF TABLES…………………………………………………………………. ACKNIOWLEDGEMENTS………………………………………………………..

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PART ONE Introduction ................................................................................................. ……..2 Purpose of the Study……………………………………………………………..2 Statement of Problem…………………………………………………………….3 Statement of Objective…………………………………………………………...3 Justification ........................................................................................................... 3 Limitation .............................................................................................................. 4 Glossary ................................................................................................................ 5 PART TWO Introduction ........................................................................................................... 6 Literature Review…………………………………………………………………7 Benefits of Social media marketing………………………………………………9 Social Media Network Contribution……………………………………………10 Twitter, Facebook, YouTube and Corporate Blob…………………………..11 Facebook…………………………………………………………………….12...
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