Welcome to the InfoSci Platform
Reference Hub7
Influence of Social Media Marketing on the Brand Image of Organizations in the Hospitality Industry of Sri Lanka

Influence of Social Media Marketing on the Brand Image of Organizations in the Hospitality Industry of Sri Lanka

Graham Romello Perera, Irosha Perera
Copyright: © 2016 |Volume: 7 |Issue: 1 |Pages: 12
ISSN: 1947-9638|EISSN: 1947-9646|EISBN13: 9781466691124|DOI: 10.4018/IJABIM.2016010103
Cite Article Cite Article

MLA

Perera, Graham Romello, and Irosha Perera. "Influence of Social Media Marketing on the Brand Image of Organizations in the Hospitality Industry of Sri Lanka." IJABIM vol.7, no.1 2016: pp.30-41. http://doi.org/10.4018/IJABIM.2016010103

APA

Perera, G. R. & Perera, I. (2016). Influence of Social Media Marketing on the Brand Image of Organizations in the Hospitality Industry of Sri Lanka. International Journal of Asian Business and Information Management (IJABIM), 7(1), 30-41. http://doi.org/10.4018/IJABIM.2016010103

Chicago

Perera, Graham Romello, and Irosha Perera. "Influence of Social Media Marketing on the Brand Image of Organizations in the Hospitality Industry of Sri Lanka," International Journal of Asian Business and Information Management (IJABIM) 7, no.1: 30-41. http://doi.org/10.4018/IJABIM.2016010103

Export Reference

Mendeley
Favorite Full-Issue Download

Abstract

The research paper aims to identify significant factors affecting towards the Social Media Marketing which can influence and affect the Brand Image of organizations in the hospitality sector. The identified factors include the following; 1. Positivity, 2. Consistency, 3. Differentiation, 4. Personality, and 5. Engagement Opportunities on Social Media. A framework was developed to highlight the relationship of the factors and their direct influence and impact on the Brand Image. A questionnaire is used to obtain primary data, and the data is analysed using a variety of statistical tools to measure and evaluate the strength of the influence and impact of Social Media Marketing on Brand Image of Hospitality Brands. Assessing the influence and impact of Social Media Marketing on their Brand Image can help organizations in the hospitality industry to evaluate the success of their Social Media Marketing Campaigns, while organizations that are currently not engaged in Social Media Marketing can gain a better understanding on how to utilize Social Media platforms to enhance their Brand Image.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.