Hotel content marketing in Instagram, targeting millennials
Emekeokhale, Henry (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021060514480
https://urn.fi/URN:NBN:fi:amk-2021060514480
Tiivistelmä
This is a research-based thesis, which aims to explore millennial Instagram users’ perceptions of content marketing of hotels in Instagram. This study investigates correlative elements between hotel content marketing and engagement by millennials, in Instagram. What type of content do millennials like to consume from hotels in Instagram and what motivates them to engage with it? These are questions that this thesis tackles. Therefore, the objective of this study is to provide insightful and valuable information to hotel marketers regarding the methods and effectiveness of digital content marketing in Instagram, specifically towards millennials.
The literature review section covers thoroughly the definitions, different views and prior theories related to the topics of content marketing, Instagram and millennials. Based on the found theories and my own rationale, a content marketing engagement model was formed.
For data collection, a mixed research method was used, including both quantitative and qualitative methods. An online survey was constructed and five semi-structured interviews were conducted. The sample group participants all live in Finland, greater Helsinki metropolitan area.
Through the results, insightful findings were found, which are demonstrated by figures, tables and written explanations. Main takeaway from the results was, that millennials generally do show interest towards seeing content from hotels in Instagram, that omits direct promotional messages. The study ends by a conclusion of the results and suggestions for hotels on how to implement content marketing in their marketing procedures, targeting millennials.
Reference style of Harvard is used throughout this thesis.
The literature review section covers thoroughly the definitions, different views and prior theories related to the topics of content marketing, Instagram and millennials. Based on the found theories and my own rationale, a content marketing engagement model was formed.
For data collection, a mixed research method was used, including both quantitative and qualitative methods. An online survey was constructed and five semi-structured interviews were conducted. The sample group participants all live in Finland, greater Helsinki metropolitan area.
Through the results, insightful findings were found, which are demonstrated by figures, tables and written explanations. Main takeaway from the results was, that millennials generally do show interest towards seeing content from hotels in Instagram, that omits direct promotional messages. The study ends by a conclusion of the results and suggestions for hotels on how to implement content marketing in their marketing procedures, targeting millennials.
Reference style of Harvard is used throughout this thesis.