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Publicação
Crisis-Driven Changes in Hotels Marketing and Customer Social Management Engagement
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Orientador(es)
Resumo(s)
This study investigates the dynamics of crisis communication on Instagram within the Portuguese hotel sector during two significant COVID-19 lockdown periods: March 13 to May 30,2020, and January 15 to April 30, 2021. Utilizing a methodology based on secondary data, 162 posts were collected from 46 Portuguese hotel Instagram accounts and used to analyze the impact of the two independent variables on user engagement. The focal points of examination are post type (images and videos) and post appeal (emotional and informational). The results highlight a distinct trend: emotional posts get more likes as compared to informational. In addition, the analysis shows that image posts are more popular than videos. For hotels dealing with challenging times, this subtle understanding of user preferences during a crisis period on Instagram can play an important role. Furthermore, this research has identified a distinctive pattern in the field of comments that reveals interactions relating to crisis communications. The implications of these findings extend beyond academic insights, providing practical and actionable information for hotels grappling with social media management during crisis situations. Hotels can refine their Instagram communication strategies and improve their ability to interact effectively with customers under difficult circumstances by identifying the differences between different types of posts and messages that affect user engagement.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Covid-19 Crisis Response Strategies Post Appeal Post Type User Engagement Instagram Crisis Communication SDG 8 - Decent work and economic growth