Social Media Marketing and Brand Equity in the Hospitality Industry in South-South Nigeria
Keywords:
Social media marketing, brand equity, hospitality industry, perceived usefulness, social influence, customer engagementAbstract
This study investigates the direct impact of social media marketing (SMM) on brand equity of the hospitality industry in South-South Nigeria. Social media has become a critical platform for engaging customers, building relationships, and enhancing brand equity. Utilising a quantitative research design, the study explores the dimensions of SMM, perceived usefulness, perceived ease of use, content and reviews, and social influence, and their influence on brand equity. Data were collected via structured online questionnaires from a sample of 322 respondents who had transacted through social media within the past six months. The results demonstrate significant positive effects of SMM dimensions on brand equity, highlighting the role of social media in fostering customer loyalty, enhancing brand awareness, and improving brand associations. The study provides practical recommendations for leveraging SMM in the hospitality industry.
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