Instagram’s growth has drawn the interest of many corporations that are searching for new ways to boost their customer relationships. Given the rapid adoption of Instagram marketing and the inadequate research in that field, the objective of this paper is to examine whether "following" brands...

Building and maintaining brand loyalty is crucial for every organisation in such competitive business environment and organisations in the hospitality industry are not spared. Hotels have made many efforts on branding to gain brand loyalty from their customers and recently they have carried...