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Analysis of institutional authors

Veloso MCorresponding AuthorGómez-Suárez MAuthor

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August 7, 2023
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Social media content strategy in hospitality: the impact of experiential posts and response congruence on engagement, hotel image, and booking intention

Publicated to:Journal of Hospitality Marketing & Management. 33 (1): 57-77 - 2023-07-29 33(1), DOI: 10.1080/19368623.2023.2241041

Authors: Veloso, Monica; Ieva, Marco; Gomez-Suarez, Monica

Affiliations

Univ Autonoma Madrid, Finance & Mkt Dept, Ave Tomas y Valiente, 5, Madrid 28049, Spain - Author
Univ Autonoma Madrid, Finance & Mkt Dept, Madrid, Spain - Author
Univ Parma Italy, Dept Econ & Business, Parma, Italy - Author
Universidad Autónoma de Madrid - Author
Università di Parma - Author
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Abstract

This study aims to address the role of content type in social media posts and the influence of management response congruence on improving user engagement, booking intention and hotel brand image. An online between-subjects factorial experimental design with 559 subjects from a consumer panel was performed to test the proposed model. The empirical evidence suggests that congruency should be considered a key moderating variable when assessing the impact of content and messages on social media since it might significantly change how content affects online users’ decision-making process. If hotel management is thus unable to properly manage its responses to users’ comments in a congruent way, posts related to the ambience dimension become more important. Furthermore, congruence between a published post and the subsequent management response to user comments effectively leads to higher engagement, functional brand image, hedonic brand image and booking intention than incongruent or no management response.本研究旨在探讨社交媒体帖子内容类型的作用,以及管理层回应一致性对提高用户参与度、预订意向和酒店品牌形象的影响。研究采用在线主体间因子实验设计,从消费者小组中挑选了 559 名受试者,对所提出的模型进行了检验。实证结果表明,在评估社交媒体上内容和信息的影响时,一致性应被视为一个关键的调节变量,因为它可能会显著改变内容对在线用户决策过程的影响。如果酒店管理层无法以一致的方式妥善管理其对用户评论的回应,那么与氛围维度相关的帖子就会变得更加重要。此外,与不一致或无管理回应相比,发布的帖子与随后管理层对用户评论的回应之间的一致性能有效提高参与度、功能性品牌形象、享乐性品牌形象和预订意向。.

Keywords

>attitudebrand imagecongruencecongruitycontent typecustomer experiencegenerationhotelhotel experiencemessage strategypurchase intentionsocial mediaCongruenceContent typeHotelHotel experienceManagement responseOnline reviewsSocial media

Quality index

Bibliometric impact. Analysis of the contribution and dissemination channel

The work has been published in the journal Journal of Hospitality Marketing & Management due to its progression and the good impact it has achieved in recent years, according to the agency WoS (JCR), it has become a reference in its field. In the year of publication of the work, 2023, it was in position 6/407, thus managing to position itself as a Q1 (Primer Cuartil), in the category Management. Notably, the journal is positioned above the 90th percentile.

From a relative perspective, and based on the normalized impact indicator calculated from the Field Citation Ratio (FCR) of the Dimensions source, it yields a value of: 11.16, which indicates that, compared to works in the same discipline and in the same year of publication, it ranks as a work cited above average. (source consulted: Dimensions Jul 2025)

Specifically, and according to different indexing agencies, this work has accumulated citations as of 2025-07-09, the following number of citations:

  • WoS: 9
  • Scopus: 10
  • Google Scholar: 2

Impact and social visibility

From the perspective of influence or social adoption, and based on metrics associated with mentions and interactions provided by agencies specializing in calculating the so-called "Alternative or Social Metrics," we can highlight as of 2025-07-09:

  • The use, from an academic perspective evidenced by the Altmetric agency indicator referring to aggregations made by the personal bibliographic manager Mendeley, gives us a total of: 52.
  • The use of this contribution in bookmarks, code forks, additions to favorite lists for recurrent reading, as well as general views, indicates that someone is using the publication as a basis for their current work. This may be a notable indicator of future more formal and academic citations. This claim is supported by the result of the "Capture" indicator, which yields a total of: 66 (PlumX).

With a more dissemination-oriented intent and targeting more general audiences, we can observe other more global scores such as:

  • The Total Score from Altmetric: 0.5.
  • The number of mentions on the social network X (formerly Twitter): 1 (Altmetric).

It is essential to present evidence supporting full alignment with institutional principles and guidelines on Open Science and the Conservation and Dissemination of Intellectual Heritage. A clear example of this is:

Leadership analysis of institutional authors

This work has been carried out with international collaboration, specifically with researchers from: Italy.

There is a significant leadership presence as some of the institution’s authors appear as the first or last signer, detailed as follows: First Author (VELOSO HUERTAS, MONICA) and Last Author (GOMEZ SUAREZ, MONICA).

the author responsible for correspondence tasks has been VELOSO HUERTAS, MONICA.