Corporate Facebook and stakeholder engagement

The purpose of this paper is to provide an initial assessment of corporate Facebook use by Spanish hotel chains. Two aspects are considered: communication activity and stakeholder engagement through this social media platform.

Based on a content analysis, data on 109 Spanish hotel chains are collected to describe current practices and identify significant relationships among different variables.

The main findings include that their Facebook presence, audiences and levels of activity are positively related to hotel size, while stakeholder engagement is higher in small hotel chains and seems to be influenced by content and media types.

This research contributes to previous research by providing an assessment of corporate Facebook in the hospitality industry (Spanish hotel chains). The paper considers two aspects: communication activity and stakeholder engagement through this social media platform.