Facebook marketing by hotel groups: Impacts of post content and media type on fan engagement

With the recent surge in social media use for marketing, growing research attention has been paid to examining the role of social media in hospitality and tourism marketing. Several researchers have noted a changing marketing paradigm resulting from increasingly empowered travellers (O’Connor, 2008; Sigala, 2008) and found impacts of social media contents on travellers’ information search (Chung & Koo, 2015), sharing (Chung et al., 2015) and decision-making (Litvin et al., 2008; McCarthy et al., 2010; Pan et al., 2007; Yoo & Gretzel, 2008). Withiam (2011) claimed that social media offer a golden opportunity for the hospitality industry in terms of guest engagement and branding.