IDEAS home Printed from https://ideas.repec.org/a/igg/jabim0/v7y2016i1p30-41.html
   My bibliography  Save this article

Influence of Social Media Marketing on the Brand Image of Organizations in the Hospitality Industry of Sri Lanka

Author

Listed:
  • Graham Romello Perera

    (National School of Business Management, Colombo, Sri Lanka)

  • Irosha Perera

    (National School of Business Management, Colombo, Sri Lanka)

Abstract

The research paper aims to identify significant factors affecting towards the Social Media Marketing which can influence and affect the Brand Image of organizations in the hospitality sector. The identified factors include the following; 1. Positivity, 2. Consistency, 3. Differentiation, 4. Personality, and 5. Engagement Opportunities on Social Media. A framework was developed to highlight the relationship of the factors and their direct influence and impact on the Brand Image. A questionnaire is used to obtain primary data, and the data is analysed using a variety of statistical tools to measure and evaluate the strength of the influence and impact of Social Media Marketing on Brand Image of Hospitality Brands. Assessing the influence and impact of Social Media Marketing on their Brand Image can help organizations in the hospitality industry to evaluate the success of their Social Media Marketing Campaigns, while organizations that are currently not engaged in Social Media Marketing can gain a better understanding on how to utilize Social Media platforms to enhance their Brand Image.

Suggested Citation

  • Graham Romello Perera & Irosha Perera, 2016. "Influence of Social Media Marketing on the Brand Image of Organizations in the Hospitality Industry of Sri Lanka," International Journal of Asian Business and Information Management (IJABIM), IGI Global, vol. 7(1), pages 30-41, January.
    • Handle: RePEc:igg:jabim0:v:7:y:2016:i:1:p:30-41
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJABIM.2016010103
    Download Restriction: no
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jabim0:v:7:y:2016:i:1:p:30-41. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.