Purpose: Based on persuasion theories, the purpose of this paper is to examine relationships between four types of interactive consumer activities (viewing, liking, sharing and commenting) on hotel brand social networking sites (SNSs) and their cognitive and emotional responses to understand...

Purpose: This study aims to differentiate the brand personality of four basic hotel categories (e.g. limited-service, selected-service, full-service and luxury hotels) to draw an overall landscape of the lodging industry on symbolic attributes. Design/methodology/approach: An online survey was...

Purpose – This study aims to identify what type of post is most effective in drawing fans to like, comment on or share it, building on the premise that hotels can only benefit when “fans” – customers who “like” them – engage in discussion and interaction on Facebook....