Success factors of Facebook content marketing in the hotel industry : case: Scandic Laajavuori
Pusa, Inka (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024121937599
https://urn.fi/URN:NBN:fi:amk-2024121937599
Tiivistelmä
Social media is an integral part of our modern-day lives and has become an essential tool in marketing. Social media offers companies excellent opportunities to interact with their customer segments in meaningful ways and to create awareness of their products.
There is no shortage of marketing literature or research on social media marketing. Despite this, many companies find it challenging to engage and grow their social media communities effectively. The hotel Scandic Laajavuori faces this same challenge on their Facebook page. This research explores different theories on marketing services on social media and by combining qualitative and quantitative methods, this thesis also examines what type of content resonates with the visitors of Scandic Laajavuori Facebook page. Development ideas for future content marketing are provided at the end of the research. These development ideas and suggestions are based on both the relevant literature and the findings of this research.
Understanding what aspects entice people to like, share and comment on the posts will help to grow the Facebook community. Growing and engaging the community will help the company gain new customers and harbor brand loyalty in the existing ones, thus contributing to the financial growth of the company. Although this research will focus mainly on the Facebook community of Scandic Laajavuori, it will also offer beneficial knowledge and examples to other hotel’s wanting to improve their content marketing strategies.
There is no shortage of marketing literature or research on social media marketing. Despite this, many companies find it challenging to engage and grow their social media communities effectively. The hotel Scandic Laajavuori faces this same challenge on their Facebook page. This research explores different theories on marketing services on social media and by combining qualitative and quantitative methods, this thesis also examines what type of content resonates with the visitors of Scandic Laajavuori Facebook page. Development ideas for future content marketing are provided at the end of the research. These development ideas and suggestions are based on both the relevant literature and the findings of this research.
Understanding what aspects entice people to like, share and comment on the posts will help to grow the Facebook community. Growing and engaging the community will help the company gain new customers and harbor brand loyalty in the existing ones, thus contributing to the financial growth of the company. Although this research will focus mainly on the Facebook community of Scandic Laajavuori, it will also offer beneficial knowledge and examples to other hotel’s wanting to improve their content marketing strategies.