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Comparison of Integrated Marketing Communication (IMC) Activities of Chain Hotels Specific to Social Media

Year 2024, Volume: 6 Issue: 1, 28 - 49, 30.06.2024
https://doi.org/10.51525/johti.1467020

Abstract

The study aims to compare the integrated marketing communication activities of leading national and international hotel chain brands in the hospitality industry by examining their social media activities. Accordingly, Türkiye's largest national (n=6) and international (n=6) hotel chains were selected as the research area, taking into account their number of rooms and geographical spread. In this study, Facebook, Twitter, Instagram and YouTube accounts were analyzed. First of all, the accounts used by hotel businesses and their usage characteristics were investigated. The contents of these social media accounts were then analyzed. According to the findings, international hotels conduct more effective Integrated Marketing Communication (IMC) activities on social media compared to national hotels. National hotels, on the other hand, mostly do not prefer YouTube channel but are active on other social media channels. In general, product or service promotion, information/news sharing and special day content are the most preferred content. Product or service promotion is the most frequently shared content. Based on the results, hotel businesses should use social media channels in an up-to-date manner for the activity of IMC activities. This is important for MIMC conditions. At the same time, businesses should provide content criteria holistically.

References

  • Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A reviewand analysis of the existing literature. Telematics and Informatics, 34(7), 1177–1190.
  • Altunışık, R., Çoşkun R., Bayraktaroğlu, S., & Yıldırım, E. (2012). Research methods in social sciences. Sakarya Publishing.
  • Alyakut, Ö. (2017). Kahve markalarının bütünleşik pazarlama iletişimi bağlamında sosyal medya kullanımları. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 19(2), 209-234.
  • Asanbekova, M. & Maksudunov, A. (2018). The marketing power of instagram: A content analysis of top hotel enterprises in Kyrgyzstan, Uluslararası Türk Dünyası Turizm Araştırmaları Dergisi, 3(2), 141-152.
  • Aydın, Ö. K. (2012). Türkiye’de otelcilik sektöründe sosyal medyanın kullanımına yönelik bir inceleme. Akdeniz Üniversitesi İletişim Fakültesi Dergisi, (18), 99-109.
  • Aymankuy, Y., Soydaş, M. E., & Saçlı, Ç. (2013). Sosyal medya kullanımının turistlerin tatil kararlarına etkisi: Akademik personel üzerinde bir uygulama, Journal of Human Sciences, 10(1), 376-397.
  • Bakr, A. D. (2023). Sosyal medyada bütünleşik pazarlama iletişim uygulamaları: Karşılaştırmalı bir analiz. Öneri Dergisi, 18(59), 243-264.
  • Barger, V.A. & Labrecque, L.I. (2013). An integrated marketing communications perspective on social media metrics. International Journal of Integrated Marketing Communications, 5(1), 64-76.
  • Bayram, M., Bayram, Ü. & Arıcı, S. (2016). Otel işletmeleri instagram paylaşımlarının sosyal medya pazarlaması kapsamında içerik analizi yöntemi ile değerlendirilmesi. İşletme Araştırmaları Dergisi, 8(2), 427-442.
  • Belber, B.G., Yıldırım, E. & Duman, D. (2022). Sosyal medyanın termal turizm talebine etkisi, In M. Baş, İ. Erdoğan Tarakçı & R. Asla (Eds.), Dijitalleşme 2 (pp.171-191), İstanbul: Efe Akademi.
  • Bonsón, E., Bednárová, M. & Wei, S. (2016). Corporate Twitter use and stakeholder engagement: An empirical analysis of the Spanish hotel industry. European Journal of Tourism Research, 13, 69–83.
  • Chan N, L. & Denizci Guillet, B. (2011). Investigation of social media marketing: How does the hotel industry in Hong Kong perform in marketing on social media websites?, Journal of Travel & Tourism Marketing, 28(4), 345-368.
  • Cinnioğlu, H. & Boz, M. (2015). Sosyal medya araçlarından Facebook sitesinin otel işletmeleri açısından kullanımının incelenmesi: Çanakkale örneği. Akademik Bakış Uluslararası Hakemli Sosyal Bilimler Dergisi, (51), 249-264.
  • Çalık, M., Altunışık, R. & Sütütemiz, N. (2013). Investigation of the relationship between integrated marketing communication, brand performance and market performance. International Journal of Management, Economics and Business, 9(19), 137-161.
  • Diab, O. (2023). Critical analysis on measuring social media performance: Applicability of the ROI. in Management Studies and Economic Systems (MSES), 8(1/2), 1-8, Winter & Spring. Einwiller, S. & Boenigk, M. (2012). Examining the link between integrated communication management and communication effectiveness in medium-sized enterprises. Journal of Marketing Communications, 18(5), 335–366.
  • Eryılmaz, B. & Zengin, B. (2014). Butik otel işletmelerinin sosyal medya kullanımına yönelik bir inceleme: Facebook Örneği. Kastamonu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 4(2), 42-59.
  • Hacıoğlu, N. & İlban, M. O. (2008). Bütünleşik pazarlama iletişimi etkisiyle destinasyon marka imajı üzerine bir araştırma. Öneri Dergisi, 8(30), 19-37.
  • Halawani, F. M., Soh, P. C. & Muthaiyah, S. (2019). The effect of social media on hotels' business performance in the Lebanese hotel sector: Effect of social media on hotels' business performance. Journal of Electronic Commerce in Organizations (JECO), 17(3), 54-70.
  • Harizi, A. & Trebicka, B. (2023). The integration of social media in integrated marketing communication: A systematic review and theorical framework. Academic Journal of Interdisciplinary Studies, 12(6), 159-175.
  • Kaplan, A. M. & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.
  • Karpinska-Krakowiak, M. & Eisend, M. (2021). The effects of animistic thinking, animistic cues, and superstitions on brand responses on social media. Journal of Interactive Marketing, 55(1), 104–117.
  • Kılıçarslan, Ö. & Albayrak, T. (2022). Otellerin sosyal medya durum analizi: Avrupa’daki beş destinasyon örneği, Anatolia: Turizm Araştırmaları Dergisi, 33(1), 18-28.
  • Kitchen, P. & Burgmann, J. (2010). Integrated marketing communication. In Sheth, J. N. and. Malhotra, N. K. (Eds.) Wiley International Encyclopedia of Marketing, John Wiley and Sons Ltd.
  • Kitchen, P. J. & Schultz, D. E. (2009). IMC: New horizon/false dawn for a marketplace in turmoil? Journal of Marketing Communications, 15(2-3), 197-204.
  • Koldemir, B. & Pektaş, G. Ö. E. (2015). Integrated marketing communication activities at marinas and website analysis of Istanbul marinas. II. National Port Congress (pp.10-23). İzmir, Turkey.
  • Kotler, P. & Armstrong, G. (2010). Principles of marketing, practise. Hall International, London.
  • Kushwaha, B. P., Singh, R. K., Varghese, N. & Singh, V. N. (2020). Integrating social media and digital media as new elements of integrated marketing communication for creating brand equity. Journal of Content, Community & Communication, 11(6), 52-64.
  • Leung, X.Y. & Baloglu, S. (2015). Hotel Facebook marketing: An integrated model. Worldwide Hosp Tour Themes, 7(3), 266–282.
  • Luxton, S., Reid, M. & Mavondo, F. (2017). IMC capability: Antecedents and implications for brand performance. European Journal of Marketing, 51(3), 421–444.
  • Madhavaram, S., Bradrinarayanan, V., & McDonald, R. E. (2005). Integrated marketing communication (IMC) and brand identity as critical components of brand equity strategy. Journal of Advertising, 34(4), 69–80.
  • Ministry of Culture and Tourism (2024). Data publication schedule, https://yigm.ktb.gov.tr/TR-233611/veri-yayimlama-takvimi.html (Date of Access: 04.03.2024).
  • Naik, P. & Raman, K. (2003). Understanding the impact of synergy in multimedia communications. Journal of marketing research, 40(4), 375–388.
  • Percy, L. (2008). Strategic integrated marketing communications. Routledge Publishing.
  • Pike, S. (2008). Destination marketing: An integrated marketing communication approach. Elsevier Butterworth-Heinemann.
  • Pizam, A. & Holcomb, J. (2010). International dictionary of hospitality management. Routledge.
  • Porcu, L., del Barrio-Garcia, S., Alcántara-Pilar, J. M. & Crespo-Almendros, E. (2019). Analyzing the influence of firm-wide integrated marketing communication on market performance in the hospitality industry. International Journal of Hospitality Management, 80, 13-24.
  • Porcu, L., Barrio-García, S. D. & Kitchen, P. J. (2012). How integrated marketing communications (IMC) works? A theoretical review and an analysis of its main drivers and effects. Communication & Society, 25(1), 313–348.
  • Reid, M. (2005). Performance auditing of integrated marketing communication (IMC) actions and outcomes. Journal of Advertising, 34(4), 41–54.
  • Rosário, A. T. & Dias, J. C. (2023). Marketing strategies on social media platforms. International Journal of E-Business Research, 19(1), 1-25.
  • Rust, R. T., Ambler, T., Carpenter, G. S., Kumar, V. & Srivastava, R. K. (2004). Measuring marketing productivity: Current knowledge and future directions. Journal of Marketing, 68(4), 76–89.
  • Sari, R. P., Putra, F. K. K., Maemunah, I. & Dianawati, N. (2022). The use of Twitter in social media marketing: Evidence from hotels in Asia. Asia Pasific Management and Business Application, 11(1), 59-74.
  • Schultz D. E., Tannenbaum S. I. & Lauterborn R. (1995). The new marketing paradigm: Integrated marketing communication. Chicago: NTC Business Book.
  • Schultz, D.E. & Schultz, H. (2003). IMC, the next generation: Five steps for delivering value and measuring returns using marketing communication. McGraw-Hill.
  • Šerić, M. (2017). Relationships between social web, IMC and overall brand equity: an empirical examination from the cross-cultural perspective. European Journal of Marketing, 51(3), 646–667.
  • Šerić, M., Gil-Saura, I. & Ozretic-Dosen, D. (2015). Insights on Integrated Marketing Communications: Implementation and impact in hotel companies. International Journal of Contemporary Hospitality Management, 27(5), 958–979.
  • Şenkal, Y. (2016). Public relations and advertising in the integrated marketing communication process. Journal of Communication Studies, 2(2), 39-53.
  • Tourismdatabank (2020). Retrieved from https://www.turizmdatabank.com/ on 22.05.2022.
  • Tüysüz, Z. (2018). The role of social media in integrated marketing communication health sector example, (Yayınlanmamış Yüksek Lisans Tezi), KTO Karatay University, Konya.
  • Urista, M. A., Dong, Q. & Day, K. D. (2009). Explaining why young adults use myspace and facebook through uses and gratifications theory. Human Communication, 12(2), 215-229.
  • Wearesocial (2024). The complete digital 2024 global overview report, https://wearesocial.com/us/blog/2024/01/digital-2024-5-billion-social-media-users/. (Date of Access: 03.04.2024).
  • Wen, W., Clark, M., Kang, B. & Fine, M. (2016). The use of Sina Weibo and Twitter by International Luxury Hotels. Tourism Culture & Communication, 16(3), 137–145.
  • Yılmaz, Ö. (2019). Otel işletmelerinde bir pazarlama aracı olarak sosyal medya kullanımının belirlenmesine yönelik bir araştırma. Yönetim ve Ekonomi Araştırmaları Dergisi, 17(1), 377-394.
  • Yüksel, Y. (2015). İçerik çözümlemesi. Academia Accelerating the World's Research, 1-60.
  • Zahay, D., Peltier, J., Schultz, D. E. & Griffin, A. (2004). The role of transactional versus relational data in IMC programs: Bridging customer data together. Journal of Advertising Research, 44(1), 46–65.

Zincir Otellerin Bütünleşik Pazarlama İletişimi(BPİ) Faaliyetlerinin Sosyal Medya Özelinde Karşılaştırılması

Year 2024, Volume: 6 Issue: 1, 28 - 49, 30.06.2024
https://doi.org/10.51525/johti.1467020

Abstract

Çalışma, konaklama sektörünün önde gelen ulusal ve uluslararası otel zinciri markalarının sosyal medya faaliyetlerini inceleyerek bütünleşik pazarlama iletişimi faaliyetlerini karşılaştırmayı amaçlamaktadır. Buna göre, oda sayıları ve coğrafi yayılımları dikkate alınarak Türkiye'nin en büyük ulusal (n=6) ve uluslararası (n=6) otel zincirleri araştırma alanı olarak seçilmiştir. Bu çalışmada Facebook, Twitter, Instagram ve YouTube hesapları analiz edilmiştir. Öncelikle otel işletmelerinin kullandığı hesaplar ve kullanım özellikleri incelenmiştir. Daha sonra bu sosyal medya hesaplarının içerikleri analiz edilmiştir. Elde edilen bulgulara göre uluslararası oteller, ulusal otellere kıyasla sosyal medyada daha etkili Bütünleşik Pazarlama İletişimi (BPİ) faaliyetleri yürütmektedir. Ulusal oteller ise çoğunlukla YouTube kanalını tercih etmemekte ancak diğer sosyal medya kanallarında da aktif durumdadır. Genel olarak ürün veya hizmet tanıtımı, bilgi/haber paylaşımı ve özel gün içerikleri en çok tercih edilen içeriklerdir. Ürün veya hizmet tanıtımı en sık paylaşılan içeriktir. Sonuçlara göre otel işletmelerinin BPİ faaliyetlerinin etkinliği için sosyal medya kanallarını güncel bir şekilde kullanması gerekmektedir. Bu, Modern Bütünleşik Pazarlama İletişimi (MBPİ) koşulları için önemlidir. Aynı zamanda işletmelerin içerik kriterlerini bütünsel olarak sağlaması gerekmektedir.

References

  • Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A reviewand analysis of the existing literature. Telematics and Informatics, 34(7), 1177–1190.
  • Altunışık, R., Çoşkun R., Bayraktaroğlu, S., & Yıldırım, E. (2012). Research methods in social sciences. Sakarya Publishing.
  • Alyakut, Ö. (2017). Kahve markalarının bütünleşik pazarlama iletişimi bağlamında sosyal medya kullanımları. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 19(2), 209-234.
  • Asanbekova, M. & Maksudunov, A. (2018). The marketing power of instagram: A content analysis of top hotel enterprises in Kyrgyzstan, Uluslararası Türk Dünyası Turizm Araştırmaları Dergisi, 3(2), 141-152.
  • Aydın, Ö. K. (2012). Türkiye’de otelcilik sektöründe sosyal medyanın kullanımına yönelik bir inceleme. Akdeniz Üniversitesi İletişim Fakültesi Dergisi, (18), 99-109.
  • Aymankuy, Y., Soydaş, M. E., & Saçlı, Ç. (2013). Sosyal medya kullanımının turistlerin tatil kararlarına etkisi: Akademik personel üzerinde bir uygulama, Journal of Human Sciences, 10(1), 376-397.
  • Bakr, A. D. (2023). Sosyal medyada bütünleşik pazarlama iletişim uygulamaları: Karşılaştırmalı bir analiz. Öneri Dergisi, 18(59), 243-264.
  • Barger, V.A. & Labrecque, L.I. (2013). An integrated marketing communications perspective on social media metrics. International Journal of Integrated Marketing Communications, 5(1), 64-76.
  • Bayram, M., Bayram, Ü. & Arıcı, S. (2016). Otel işletmeleri instagram paylaşımlarının sosyal medya pazarlaması kapsamında içerik analizi yöntemi ile değerlendirilmesi. İşletme Araştırmaları Dergisi, 8(2), 427-442.
  • Belber, B.G., Yıldırım, E. & Duman, D. (2022). Sosyal medyanın termal turizm talebine etkisi, In M. Baş, İ. Erdoğan Tarakçı & R. Asla (Eds.), Dijitalleşme 2 (pp.171-191), İstanbul: Efe Akademi.
  • Bonsón, E., Bednárová, M. & Wei, S. (2016). Corporate Twitter use and stakeholder engagement: An empirical analysis of the Spanish hotel industry. European Journal of Tourism Research, 13, 69–83.
  • Chan N, L. & Denizci Guillet, B. (2011). Investigation of social media marketing: How does the hotel industry in Hong Kong perform in marketing on social media websites?, Journal of Travel & Tourism Marketing, 28(4), 345-368.
  • Cinnioğlu, H. & Boz, M. (2015). Sosyal medya araçlarından Facebook sitesinin otel işletmeleri açısından kullanımının incelenmesi: Çanakkale örneği. Akademik Bakış Uluslararası Hakemli Sosyal Bilimler Dergisi, (51), 249-264.
  • Çalık, M., Altunışık, R. & Sütütemiz, N. (2013). Investigation of the relationship between integrated marketing communication, brand performance and market performance. International Journal of Management, Economics and Business, 9(19), 137-161.
  • Diab, O. (2023). Critical analysis on measuring social media performance: Applicability of the ROI. in Management Studies and Economic Systems (MSES), 8(1/2), 1-8, Winter & Spring. Einwiller, S. & Boenigk, M. (2012). Examining the link between integrated communication management and communication effectiveness in medium-sized enterprises. Journal of Marketing Communications, 18(5), 335–366.
  • Eryılmaz, B. & Zengin, B. (2014). Butik otel işletmelerinin sosyal medya kullanımına yönelik bir inceleme: Facebook Örneği. Kastamonu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 4(2), 42-59.
  • Hacıoğlu, N. & İlban, M. O. (2008). Bütünleşik pazarlama iletişimi etkisiyle destinasyon marka imajı üzerine bir araştırma. Öneri Dergisi, 8(30), 19-37.
  • Halawani, F. M., Soh, P. C. & Muthaiyah, S. (2019). The effect of social media on hotels' business performance in the Lebanese hotel sector: Effect of social media on hotels' business performance. Journal of Electronic Commerce in Organizations (JECO), 17(3), 54-70.
  • Harizi, A. & Trebicka, B. (2023). The integration of social media in integrated marketing communication: A systematic review and theorical framework. Academic Journal of Interdisciplinary Studies, 12(6), 159-175.
  • Kaplan, A. M. & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.
  • Karpinska-Krakowiak, M. & Eisend, M. (2021). The effects of animistic thinking, animistic cues, and superstitions on brand responses on social media. Journal of Interactive Marketing, 55(1), 104–117.
  • Kılıçarslan, Ö. & Albayrak, T. (2022). Otellerin sosyal medya durum analizi: Avrupa’daki beş destinasyon örneği, Anatolia: Turizm Araştırmaları Dergisi, 33(1), 18-28.
  • Kitchen, P. & Burgmann, J. (2010). Integrated marketing communication. In Sheth, J. N. and. Malhotra, N. K. (Eds.) Wiley International Encyclopedia of Marketing, John Wiley and Sons Ltd.
  • Kitchen, P. J. & Schultz, D. E. (2009). IMC: New horizon/false dawn for a marketplace in turmoil? Journal of Marketing Communications, 15(2-3), 197-204.
  • Koldemir, B. & Pektaş, G. Ö. E. (2015). Integrated marketing communication activities at marinas and website analysis of Istanbul marinas. II. National Port Congress (pp.10-23). İzmir, Turkey.
  • Kotler, P. & Armstrong, G. (2010). Principles of marketing, practise. Hall International, London.
  • Kushwaha, B. P., Singh, R. K., Varghese, N. & Singh, V. N. (2020). Integrating social media and digital media as new elements of integrated marketing communication for creating brand equity. Journal of Content, Community & Communication, 11(6), 52-64.
  • Leung, X.Y. & Baloglu, S. (2015). Hotel Facebook marketing: An integrated model. Worldwide Hosp Tour Themes, 7(3), 266–282.
  • Luxton, S., Reid, M. & Mavondo, F. (2017). IMC capability: Antecedents and implications for brand performance. European Journal of Marketing, 51(3), 421–444.
  • Madhavaram, S., Bradrinarayanan, V., & McDonald, R. E. (2005). Integrated marketing communication (IMC) and brand identity as critical components of brand equity strategy. Journal of Advertising, 34(4), 69–80.
  • Ministry of Culture and Tourism (2024). Data publication schedule, https://yigm.ktb.gov.tr/TR-233611/veri-yayimlama-takvimi.html (Date of Access: 04.03.2024).
  • Naik, P. & Raman, K. (2003). Understanding the impact of synergy in multimedia communications. Journal of marketing research, 40(4), 375–388.
  • Percy, L. (2008). Strategic integrated marketing communications. Routledge Publishing.
  • Pike, S. (2008). Destination marketing: An integrated marketing communication approach. Elsevier Butterworth-Heinemann.
  • Pizam, A. & Holcomb, J. (2010). International dictionary of hospitality management. Routledge.
  • Porcu, L., del Barrio-Garcia, S., Alcántara-Pilar, J. M. & Crespo-Almendros, E. (2019). Analyzing the influence of firm-wide integrated marketing communication on market performance in the hospitality industry. International Journal of Hospitality Management, 80, 13-24.
  • Porcu, L., Barrio-García, S. D. & Kitchen, P. J. (2012). How integrated marketing communications (IMC) works? A theoretical review and an analysis of its main drivers and effects. Communication & Society, 25(1), 313–348.
  • Reid, M. (2005). Performance auditing of integrated marketing communication (IMC) actions and outcomes. Journal of Advertising, 34(4), 41–54.
  • Rosário, A. T. & Dias, J. C. (2023). Marketing strategies on social media platforms. International Journal of E-Business Research, 19(1), 1-25.
  • Rust, R. T., Ambler, T., Carpenter, G. S., Kumar, V. & Srivastava, R. K. (2004). Measuring marketing productivity: Current knowledge and future directions. Journal of Marketing, 68(4), 76–89.
  • Sari, R. P., Putra, F. K. K., Maemunah, I. & Dianawati, N. (2022). The use of Twitter in social media marketing: Evidence from hotels in Asia. Asia Pasific Management and Business Application, 11(1), 59-74.
  • Schultz D. E., Tannenbaum S. I. & Lauterborn R. (1995). The new marketing paradigm: Integrated marketing communication. Chicago: NTC Business Book.
  • Schultz, D.E. & Schultz, H. (2003). IMC, the next generation: Five steps for delivering value and measuring returns using marketing communication. McGraw-Hill.
  • Šerić, M. (2017). Relationships between social web, IMC and overall brand equity: an empirical examination from the cross-cultural perspective. European Journal of Marketing, 51(3), 646–667.
  • Šerić, M., Gil-Saura, I. & Ozretic-Dosen, D. (2015). Insights on Integrated Marketing Communications: Implementation and impact in hotel companies. International Journal of Contemporary Hospitality Management, 27(5), 958–979.
  • Şenkal, Y. (2016). Public relations and advertising in the integrated marketing communication process. Journal of Communication Studies, 2(2), 39-53.
  • Tourismdatabank (2020). Retrieved from https://www.turizmdatabank.com/ on 22.05.2022.
  • Tüysüz, Z. (2018). The role of social media in integrated marketing communication health sector example, (Yayınlanmamış Yüksek Lisans Tezi), KTO Karatay University, Konya.
  • Urista, M. A., Dong, Q. & Day, K. D. (2009). Explaining why young adults use myspace and facebook through uses and gratifications theory. Human Communication, 12(2), 215-229.
  • Wearesocial (2024). The complete digital 2024 global overview report, https://wearesocial.com/us/blog/2024/01/digital-2024-5-billion-social-media-users/. (Date of Access: 03.04.2024).
  • Wen, W., Clark, M., Kang, B. & Fine, M. (2016). The use of Sina Weibo and Twitter by International Luxury Hotels. Tourism Culture & Communication, 16(3), 137–145.
  • Yılmaz, Ö. (2019). Otel işletmelerinde bir pazarlama aracı olarak sosyal medya kullanımının belirlenmesine yönelik bir araştırma. Yönetim ve Ekonomi Araştırmaları Dergisi, 17(1), 377-394.
  • Yüksel, Y. (2015). İçerik çözümlemesi. Academia Accelerating the World's Research, 1-60.
  • Zahay, D., Peltier, J., Schultz, D. E. & Griffin, A. (2004). The role of transactional versus relational data in IMC programs: Bridging customer data together. Journal of Advertising Research, 44(1), 46–65.
There are 54 citations in total.

Details

Primary Language English
Subjects Tourism Marketing
Journal Section Research Articles
Authors

Gamze Eryılmaz 0000-0003-0588-8021

Damla Duman 0000-0001-6667-3214

Dilek Efe 0000-0001-5957-7312

Early Pub Date June 27, 2024
Publication Date June 30, 2024
Submission Date April 9, 2024
Acceptance Date May 26, 2024
Published in Issue Year 2024 Volume: 6 Issue: 1

Cite

APA Eryılmaz, G., Duman, D., & Efe, D. (2024). Comparison of Integrated Marketing Communication (IMC) Activities of Chain Hotels Specific to Social Media. Journal of Hospitality and Tourism Issues, 6(1), 28-49. https://doi.org/10.51525/johti.1467020