summarise below 
BEAM PG CAPSTONE (DISSERTATION)
(BM 140)
Exploratory Study of Customer Engagement through Facebook and
Its Influence on Brand Loyalty in UK Hotels: Case Study of
Edinburgh
Supervisor: Richard Bent
Student: Adenuga Damilola Shadia
(22009688)
Abstract
This research explores the impact of Facebook engagement on brand loyalty among hotels
in Edinburgh, to provide comprehensive insights into social media's effectiveness in
enhancing customer loyalty, the study utilizes an interpretivist philosophy to examine
subjective experiences and social dynamics influencing customer behaviour, focusing on
how interactions on Facebook correlate with loyalty measures such as repeat visits and
customer referrals also, an exploratory research design was chosen to examine, these
relationships, with the collection of quantitative data from surveys and analysis of Facebook
metrics forming the core of the methodology: an exploratory research design framed the
investigation, chosen to illuminate the nuanced influence of digital interactions on loyalty
constructs like repeat visits and positive referrals, also, this choice was underpinned by an
interpretivist research philosophy, which facilitated a deep understanding of the subjective
and contextual dynamics that influence customer behaviours on social media platforms,
similarly, survey participants, selected via purposive sampling, this sampling method
ensured that the insights drawn were directly relevant to the study’s objectives, focusing on
individuals with first-hand experience of the hotels’ digital engagement efforts.
Statistical analysis of the survey data revealed key findings: Promotional posts and
interactive content such as polls consistently scored higher in engagement metrics, with
average scores around 2.10 on a scale of 1 to 5, where 5 denotes very high engagement,
these types of content also showed a standard deviation of approximately 1.2, indicating
variability in how different demographic groups responded to the content, also, the
correlation between active engagement on Facebook and measures of brand loyalty was
significant, with coefficients ranging from 0.47 to 0.73, suggesting a strong link between
online interactions and customer loyalty behaviours; further, the study identified a critical
interaction between demographic factors and engagement levels, with younger participants
(ages 18-34) showing more profound interactions compared to other age groups, this
demographic was more likely to engage frequently with content, highlighting the importance
of tailoring social media strategies to align with the preferences and behaviours of a younger
audience.
The conclusions drawn from this research advocate for a strategic enhancement of content
diversity on hotel Facebook pages, emphasizing the creation of engaging and interactive
posts that cater to the demographic specifics of the audience: hotels are encouraged to
utilize the insights from engagement metrics to refine their social media practices, ensuring
that these align with overarching marketing goals aimed at bolstering customer retention and
loyalty, this comprehensive analysis not only enriches the academic literature on digital
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marketing within the hospitality sector but also provides practical frameworks for industry
professionals seeking to leverage Facebook as a pivotal tool in cultivating customer loyalty
and enhancing brand perception in competitive markets.
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Abstract..................................................................................................................................... 1
Chapter 1: Introduction...........................................................................................................5
1.0 Introduction........................................................................................................................ 5
1.1 Background of the Study................................................................................................... 5
1.2 Significance of the Study....................................................................................................6
1.3 Research Aim......................................................................................................................6
1.4 Objectives............................................................................................................................7
Chapter 2: Literature review.................................................................................................. 7
2.0 Introduction to the Literature Review............................................................................. 7
2.1 Social Media as a Marketing Tool.....................................................................................7
2.2 Facebook Engagement Strategies..................................................................................... 8
2.3 Impact of Facebook Engagement on Customer Interactions.........................................9
2.4 Facebook Engagement and Brand Loyalty....................................................................10
2.5 Demographic Analysis of Engaged Customers..............................................................11
2.6 Comparative Analysis of Engagement Strategies......................................................... 12
2.6.1 Case Study Examples in Edinburgh............................................................................ 12
2.7 Theoretical Framework................................................................................................... 13
2.8 Conceptual framework.................................................................................................... 14
Chapter 3: Research methodology........................................................................................15
3.0 Introduction...................................................................................................................... 15
3.1 Research Philosophy........................................................................................................ 15
3.2 Research Design................................................................................................................16
3.3 Research Instrument........................................................................................................17
3.4 Sampling............................................................................................................................17
3.5 Data Collection................................................................................................................. 18
3.6 Data Analysis.................................................................................................................... 19
3.7 Limitations........................................................................................................................ 19
Chapter 4: Result and discussion..........................................................................................20
4.0 Introduction...................................................................................................................... 20
4.1 Demography......................................................................................................................21
4.2 Descriptive analysis.......................................................................................................... 33
4.2.1 Objective 1: To assess the impact of these engagement strategies on customer
interactions, such as likes, comments, shares, and overall engagement rates.................. 33
4.2.2 Objective 2: To investigate how Facebook engagement correlates with indicators of
brand loyalty, such as repeat visits, positive reviews, and customer referrals................. 35
4.2.3 Objective 3: To determine the demographic characteristics of the customers most
actively engaging with these hotels on Facebook and their correlation with loyalty
metrics..................................................................................................................................... 37
4.2.4 Objective 4: To analyse the effectiveness of diverse types of content (e.g.,
promotional posts, informational content, interactive polls) in fostering customer
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engagement and loyalty......................................................................................................... 39
4.3 Correlation........................................................................................................................ 42
4.3.1 Objective 1: To assess the impact of these engagement strategies on customer
interactions, such as likes, comments, shares, and overall engagement rates.................. 42
4.3.2 Objective 2: To investigate how Facebook engagement correlates with indicators of
brand loyalty, such as repeat visits, positive reviews, and customer referrals................. 44
4.3.3 Objective 3: To determine the demographic characteristics of the customers most
actively engaging with these hotels on Facebook and their correlation with loyalty
metrics..................................................................................................................................... 47
4.3.4 Objective 4: To analyse the effectiveness of diverse types of content (e.g.,
promotional posts, informational content, interactive polls) in fostering customer
engagement and loyalty......................................................................................................... 50
4.4 Correlation of Facebook Engagement Types with Customer Loyalty...................... 53
Chapter 5: Conclusion and recommendation...................................................................... 55
5.0 Conclusion.........................................................................................................................55
5.2 Recommendations............................................................................................................ 56
Reference list...........................................................................................................................59
Appendix................................................................................................................................. 70
Appendix 1: Questionnaire....................................................................................................70
Appendix 2: Frequency..........................................................................................................76
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Chapter 1: Introduction
1.0 Introduction
The rapid advancement of digital technologies and the universal presence of social media
platforms have significantly transformed the landscape of marketing and consumer
engagement from as we used to know it (Appel, et al., 2020): among these platforms,
Facebook stands out as a pivotal tool for businesses aiming to connect with their customers,
build brand loyalty, and promote their services (Piranda et al., 2022), this transformation is
particularly evident in the hospitality industry, where customer engagement through social
media can play a crucial role in influencing consumer behaviour and perceptions, also, this
chapter introduces the research study, "Exploratory Study of Customer Engagement through
Facebook and Its Influence on Brand Loyalty in UK Hotels: Case Study of Edinburgh,"
outlining its background, significance, research aims, and objectives.
1.1 Background of the Study
The hospitality industry, especially the hotel sector, has witnessed a paradigm shift in
marketing strategies with the advent of social media (Bhatt and Dani, 2022): traditional
marketing methods, while still relevant, are increasingly being complemented and in some
cases, supplanted by digital marketing techniques that leverage the interactive and
widespread reach of platforms like Facebook (Zlatanov and Jasminka, 2023); in addition to
this, Facebook, with its vast user base and interactive features, offers hotels a unique
opportunity to connect with their patrons, thus, through targeted advertising, promotional
posts, and interactive content such as polls and contests, they can engage with customers in
a more personalised and direct manner (Lim and Rasul, 2022), also, the ability to share
updates, respond to customer inquiries in real-time, and gather feedback makes Facebook
an invaluable tool for enhancing customer relationships and driving repeat business.
1.2 Significance of the Study
Understanding the impact of Facebook engagement on brand loyalty is crucial for hotel
managers and marketers aiming to optimize their social media strategies: brand loyalty,
defined as the extent of a customer's commitment to repurchase or otherwise continue using
a brand (Oliver, 1999), serves as a key driver of long-term business success, thus, in the
fiercely competitive hospitality and tourism industry, where customer retention is as critical as
customer acquisition, leveraging social media to build and maintain brand loyalty offers a
substantial competitive edge; despite the perceived decline in Facebook's popularity as
newer platforms like Instagram and TikTok gain traction, Facebook remains a significant
5
player in digital marketing due to its extensive user base and advanced targeting capabilities
(Cotter et al.,2021; Kraus et al., 2022); in addition to this, the platform's ability to integrate
direct booking tools and customer engagement strategies such as real-time customer
service and targeted promotions makes it uniquely positioned to influence consumer
behaviour in the hospitality sector (Aaty et al., 2015), thus, this study is significant as it
provides empirical insights into the effectiveness of various Facebook engagement
strategies employed by hotels in Edinburgh.
Therefore, by examining the correlation between customer engagement on Facebook and
indicators of brand loyalty such as repeat visits, positive reviews, and customer referrals, this
research contributes to a deeper understanding of digital marketing's role in the hospitality
sector, furthermore, it explores whether Facebook's role as an engagement tool remains
robust amidst its reported decline and the rise of other social media platforms; research
indicates that despite emerging alternatives, many consumers still rely on Facebook for
making travel-related decisions, influenced by user-generated content and friend
recommendations (Wang et al., 2022; Tung et al., 2023), thus, the findings of this study can
inform best practices and guide hotels in developing more effective social media marketing
strategies tailored to their specific audience, therefore, understanding how to effectively
harness Facebook's capabilities can enable hotels to maintain a competitive stance in the
digital landscape, optimizing customer engagement and fostering loyalty even as new
platforms continue to reshape social media's role in consumer marketing.
1.3 Research Aim
To explore the impact of customer engagement through Facebook on brand loyalty among
hotels in Edinburgh, and to derive actionable insights that can enhance social media
marketing strategies within the local hospitality industry.
1.4 Objectives
● Objective 1: To assess the impact of these engagement strategies on customer
interactions, such as likes, comments, shares, and overall engagement rates.
● Objective 2: To investigate how Facebook engagement correlates with indicators of
brand loyalty, such as repeat visits, positive reviews, and customer referrals.
● Objective 3: To determine the demographic characteristics of the customers most
actively engaging with these hotels on Facebook and their correlation with loyalty
metrics.
● Objective 4: To analyse the effectiveness of diverse types of content (e.g.,
promotional posts, informational content, interactive polls) in fostering customer
engagement and loyalty.
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Chapter 2: Literature review
2.0 Introduction to the Literature Review
The literature review serves as a foundational element in understanding the dynamics
between customer engagement on Facebook and brand loyalty within the hospitality sector,
particularly in Edinburgh, this review is structured to critically analyse how emerging digital
marketing platforms, specifically social media, influence customer perceptions and
behaviours towards hotel brands, also, the significance of this exploration is underscored by
the increasing investment in social media marketing by the hospitality industry, motivated by
its potential to transform customer engagement into measurable business outcomes such as
brand loyalty and increased revenue, thus, by integrating these dimensions, the review will
shed light on the transformative potential of social media for customer relationship
management and marketing within the hospitality and tourism industry, also, it will highlight
the strategic importance of effectively leveraging Facebook to enhance customer
engagement, subsequently fostering brand loyalty, thus, the insights derived could guide the
development of more nuanced and effective engagement strategies tailored for the local
hotel market in Edinburgh
2.1 Social Media as a Marketing Tool
Social media has transformed from a digital communication platform into a vital marketing
tool across various industries: Kaplan (2016) defines social media as "a group of
Internet-based applications that build on the ideological and technological foundations of
Web 2.0, which allows the creation and exchange of user-generated content,", this
transformation has been particularly notable in marketing, where businesses leverage these
platforms to engage consumers, promote brand visibility, and drive customer loyalty, for
instance, Mangold and Faulds (2009) emphasise that social media blends the traditional
promotional role of media with an interactive dimension, fostering direct customer
engagement at relatively lower costs compared to traditional media; in addition to this, in the
hospitality industry, social media's role extends beyond marketing to encompass customer
service and ongoing engagement: Lim (2010) and Ho et al. (2022) discuss how hotels utilise
social media to enhance guest experiences by offering personalised services, responding to
queries, and managing customer expectations before, during, and after their stay, this
proactive engagement strategy helps build a community around the brand, fostering deeper
emotional connections; additionally, Trybus (2013) as well as Lee and Kwag (2017)
highlighted a case study involving the Ritz-Carlton Hotel Company, which effectively uses its
Facebook page to not only promote seasonal offers but also to interact with past, present,
and future guests, enhancing brand loyalty through timely and personalised communication.
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Furthermore, Priskila (2023) and Lepkowska-White et al. (2019) have shown that smaller
hospitality businesses utilise social media to compete with larger chains by showcasing
unique local experiences and superior personalised service, these practices are particularly
effective in tourist-heavy cities like Edinburgh, where localised engagement can significantly
enhance guest satisfaction and loyalty; thus, the integration of social media within the
hospitality and tourism industry’s marketing strategies signifies a shift towards more
interactive and customer-centric approaches, this evolution reflects a broader trend identified
by Verma and Verma (2018), who suggest that social media is a tool for promotion as well as
a fundamental aspect of modern strategic management in hospitality; also, the ability of
social media to facilitate direct and personalised communication with guests presents
opportunities for hotels to enhance their service offerings and foster brand loyalty, ultimately
impacting their competitive position in the market.
2.2 Facebook Engagement Strategies
Hotels utilise a diverse array of Facebook engagement strategies to connect with customers,
ranging from promotional posts to interactive polls, each serving unique functions in
enhancing customer interaction and service delivery, according to Mackeviciute (2022),
promotional posts are critical for disseminating information about special deals, new
services, or events, which can generate immediate responses and potentially drive direct
bookings. Kulikovskaja (2023) further highlights that these posts can leverage timely offers
and exclusive discounts to attract attention and engagement; also, live videos, another
popular strategy, allow hotels to showcase their premises and services in real time, offering a
transparent and immersive customer experience (Tonny, 2024), this approach significantly
boosts customer engagement by providing a genuine look at the hotel’s offerings, thereby
fostering trust and interest. Interactive polls and contests engage customers by involving
them directly in service development or improvement, collecting valuable feedback, and
increasing interaction rates. Uyanık (2023) argues that such interactive strategies not only
enhance customer satisfaction but also integrate consumer preferences into product
development.
Customer service interactions on Facebook represent a critical aspect of online engagement
strategies. Isikwei and Amadi (2024) emphasises that responding promptly to customer
inquiries and proactively addressing complaints on public forums like Facebook can
significantly enhance a hotel's reputation for customer care, ultimately affecting customer
loyalty and satisfaction; for instance, specific case studies in Edinburgh illustrate the
practical application of these strategies. The Balmoral Hotel frequently employs promotional
posts to highlight unique Scottish experiences and attract both local and international visitors
(Raven, 2024), also, the Edinburgh Marriott Hotel’s use of live videos to showcase
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renovations and amenities exemplifies effective real-time engagement: Hotel Indigo
Edinburgh’s interactive polls on menu items and contests for weekend stays demonstrate
how direct involvement can enhance customer relationships and service customization: for
instance, Radisson Blu Hotel, Edinburgh City Centre, effectively uses its Facebook platform
for customer service interactions, showcasing a commitment to customer satisfaction that is
visible and impactful, these examples from Edinburgh's hospitality sector reveal how
effectively leveraging Facebook engagement strategies can enhance brand visibility, improve
customer service, and foster deeper customer relationships, contributing to sustained brand
loyalty.
2.3 Impact of Facebook Engagement on Customer Interactions
Facebook engagement metrics such as likes, comments, shares, and overall engagement
rates are pivotal indicators of customer interaction, these metrics not only reflect the
immediate response of customers to content but also serve as key indicators of content
efficacy and audience reach (Kočišová and Štarchoň, 2023), according to Dy (2023), likes
and shares are particularly valuable for extending the visibility of posts beyond the
immediate followers of a page, thus leveraging the network effect inherent in social media
platforms; also, comments provide deeper insights into customer sentiment and engagement
levels, offering brands opportunities to engage in direct conversations with customers,
thereby building relationships and enhancing customer loyalty; in addition to this, Howson
(2023) and Sonnenberg (2022) underscore that comments, especially those that are replied
to by the brand, can significantly increase customer engagement by demonstrating the
brand’s commitment to customer care and responsiveness.
Relating these metrics to broader marketing objectives, high engagement rates on Facebook
correlate strongly with increased brand visibility and customer retention: the research of
Bushara et al. (2023) as well as Aslam and de Luna (2021) highlighted that interactions on
social media can enhance the perceived value of a brand, making users more likely to revisit
and recommend the brand, this connection is particularly significant in the hospitality industry
where personal recommendations and repeat business are crucial for sustained success;
furthermore, studies by Maecker et al. (2016) and Weinberg and Berger (2011) have shown
that effective management of social media interactions can lead to better customer lifetime
value and higher profitability, this is achieved through the strategic use of engagement
metrics to tailor marketing efforts, ensuring that they are relevant and effectively targeted to
the audience's preferences and needs: in Edinburgh’s hospitality context, the use of
engagement metrics to gauge customer interactions provides actionable insights that can be
used to refine marketing strategies, for instance, if a promotional post about a special dining
experience at a local hotel garners high engagement rates, this can signal a successful
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marketing angle, prompting similar future efforts, conversely, lower engagement on posts
may prompt a re-evaluation of content strategies, ensuring resources are allocated to more
effective marketing tactics, therefore, understanding and leveraging Facebook engagement
metrics allows hotels to better align their social media strategies with overarching marketing
goals such as enhancing visibility, improving customer service, and ultimately, driving
customer loyalty and retention.
2.4 Facebook Engagement and Brand Loyalty
Brand loyalty in the hospitality industry refers to a customer's preference for a particular hotel
brand, demonstrated by repeat visits and a propensity to recommend the hotel to others:
according to Oliver (1999), brand loyalty encompasses a deep commitment to rebuy or
re-patronize a preferred product/service consistently in the future, thereby causing repetitive
same-brand or same brand-set purchasing, despite situational influences and marketing
efforts having the potential to cause switching behaviour, thus, in the context of hotels, this
loyalty is not only influenced by the quality of service and customer satisfaction but also
significantly by the interactive experiences provided through various channels, including
social media platforms like Facebook: a growing body of research highlights the critical role
of social media engagement in enhancing brand loyalty, for instance, Al-Dmour et al. (2023)
and Jibril et al. (2019) found that social interactions between customers and a brand on
social media platforms positively influence their loyalty towards the brand, the communal
feeling generated through these interactions fosters a sense of belonging and attachment to
the brand; in addition to this, studies by Virginia Phelan et al. (2013) and Kang (2018)
specifically address the hospitality industry, illustrating how hotels that actively engage
customers on Facebook see higher rates of repeat visits and positive reviews. The study of
Chen et al. (2022) shows that when hotels respond to customer posts, share content that
resonates with their audience, and create interactive posts like quizzes or polls, they
significantly enhance customer perceptions of the brand's value, which in turn boosts loyalty,
moreover, Lorenz (2024) explores how specific types of content shared on Facebook, such
as customer testimonials, behind-the-scenes videos, and personalised responses to
reviews, can enhance brand loyalty. Also, authentic, transparent content is particularly
effective in building trust and loyalty among hotel guests (Busser and Shulga, 2019; Kharouf
et al., 2018), additionally, the correlation between Facebook engagement and customer
referrals is underscored by Kartika and Pandjaitan (2023) who argue that social media
platforms facilitate word-of-mouth marketing by enabling users to easily share their
experiences with their network, also, positive interactions on these platforms can therefore
lead to increased referrals, amplifying the hotel’s reputation and attracting new customers.
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2.5 Demographic Analysis of Engaged Customers
Understanding the demographic characteristics of engaged customers on social media
platforms like Facebook is crucial for tailoring marketing strategies effectively, for instance,
customer profiling involves analysing data on age, gender, geographic location, and other
relevant demographic factors to discern patterns of behaviour and preferences, also, Walters
and Bekker (2017) argue that accurate customer profiling enables marketers to design
communication strategies that resonate with specific segments, enhancing the effectiveness
of marketing campaigns, thus, in the hospitality industry, demographic insights can dictate
the type of content created, the timing of posts, and the nature of offers or promotions,
ensuring they are appealing to the target audience (Lim, 2010); in addition to this, research
has demonstrated significant correlations between demographic factors and loyalty
behaviours, for instance, according to Smith(2024) as well as Kullolli and Trebicka (2023),
younger demographics show higher engagement rates on social media and are more
influenced by interactive and visually appealing content, this engagement can translate into
loyalty behaviours such as repeat visits and positive word-of-mouth when managed
effectively (Eslami et al 2021), on the other hand, older demographics might show loyalty
through direct bookings and longer stays, influenced less by social media interactions and
more by traditional customer service excellence.
Aggarwal (2024) explored how geographic location influences loyalty behaviours, finding
that customers from urban areas are more likely to engage with brands online and
participate in loyalty programs offered via social media platforms, these insights are crucial
for hotels in metropolitan areas or tourist-heavy cities like Edinburgh, suggesting a need for
location-specific content that appeals to urban travellers: in addition to this, in terms of
gender, women are more likely to engage with brands through comments and shares, while
men might focus more on content consumption without active engagement (Hillsberg, 2014,
Vermeren, 2015), however, both behaviours are important indicators of brand loyalty, as
active engagement might lead to more immediate brand endorsement, whereas passive
engagement might indicate a deeper content appreciation, contributing to long-term loyalty:
thus, by understanding these demographic correlations, hotels can create more targeted and
effective marketing strategies, for instance, if a hotel's Facebook analytics reveal a
predominantly young, urban female audience, the marketing team might focus on creating
engaging, visually appealing content that encourages sharing and commenting, such as
interactive polls about new services, or user-generated content contests, similarly, for an
audience characterised by older males, content could be more information-rich and feature
detailed posts about the hotel’s amenities and loyalty rewards.
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2.6 Comparative Analysis of Engagement Strategies
Conducting a comparative analysis of Facebook engagement strategies among competing
hotels in Edinburgh allows for an effective benchmarking of best practices in social media
engagement, this approach also known as competitive analysis involves reviewing how
different hotels use Facebook to engage with potential and current customers and identifying
which strategies yield the best outcomes in terms of engagement metrics and brand loyalty
indicators, also, a study by Adom et al. (2016) emphasises the importance of this
comparative analysis, suggesting that understanding what works for competitors can provide
valuable insights into market trends and customer preferences, for instance, if a competing
hotel successfully uses themed photo contests to drive engagement and receives high
interaction rates, it could be beneficial for other hotels to consider similar strategies but with
localised or unique twists to differentiate their offerings: in similar vein, from the comparative
analysis, several innovative approaches often emerge that can set a hotel apart from its
competition. For example, leveraging user-generated content (UGC) has been identified by
Karagiannis (2024) as a highly effective strategy, thus, Hotels encouraging guests to share
their experiences through posts and tagging the hotel not only increase their content reach
but also build authenticity and trust among prospective customers (Cheraghalizadeh et al.
2022; Miller, 2024), another innovative approach observed is the integration of Facebook
Messenger to automate customer interactions. Al-Hyari et al. (2023) and Awara et al. (2022)
found that implementing chatbots for instant responses to common inquiries or to facilitate
booking processes can significantly enhance customer satisfaction and perceived service
quality.
2.6.1 Case Study Examples in Edinburgh
The Edinburgh Grand Hotel: Employing storytelling in its Facebook promotional posts, this
hotel exemplifies the Theory of Planned Behaviour (TPB), according to Ajzen (1991),
behaviour is driven by behavioural intentions, which are influenced by attitudes, subjective
norms, and perceived behavioural control, also, the Edinburgh Grand Hotel's content, which
highlights the rich history of the city, positively shapes guests' attitudes and leverages the
influence of social norms by encouraging viewers to engage and share unique historical
insights, this strategy not only enhances the hotel's appeal but also promotes higher rates of
repeat visits and referrals, adhering to Asare's (2015) insights on the impact of social norms
on consumer behaviour; also, the Scotsman Hotel, host Facebook Live sessions that
showcase its unique premises, The Scotsman Hotel capitalizes on the Technology
Acceptance Model (TAM). Davis (1989) suggests that the perceived ease of use and
usefulness of technology significantly influence user acceptance and subsequent usage,
thus, the Scotsman Hotel’s interactive virtual tours simplify the user experience and
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demonstrate the practical utility of social media in making informed lodging choices, thereby
increasing customer engagement and loyalty (Hettiarachchy and Udunuwara, 2021).
The Bonham Hotel: This smaller, boutique hotel effectively applies Customer Relationship
Management (CRM) Theory by engaging in personalized interactions on Facebook. CRM
emphasizes managing detailed interactions with current and prospective customers to
improve business relationships (Nasir, 2017), also, The Bonham Hotel uses its Facebook
platform to respond individually to customer inquiries and comments, thereby fostering
long-term relationships and loyalty, as supported by (Jackson, 2007), who highlights the
importance of personalized communication in enhancing customer retention; thus, the
application of TPB, TAM, and CRM in these Edinburgh-based hotels demonstrates a
strategic alignment of theoretical principles with practical marketing efforts on social media,
therefore, each hotel's approach not only adheres to established behavioural and
technological acceptance theories but also showcases the effectiveness of tailored social
media strategies in enhancing brand loyalty and competitive advantage in a vibrant tourism
market.
2.7 Theoretical Framework
Theory of Planned Behaviour (TPB): This theory posits that an individual’s behaviour is
driven by behavioural intentions where these intentions are a function of an individual's
attitude toward the behaviour, the subjective norms surrounding the performance of the
behaviour, and the perceived control over the behaviour (Ajzen, 1991; Asare, 2015), in the
context of social media engagement, TPB can explain how customers' positive experiences
with a hotel on Facebook (attitude), the influence of others' interactions (subjective norms),
and the ease of engaging with the hotel (perceived behavioural control) can enhance their
likelihood of repeat visits and recommendations; Technology Acceptance Model (TAM):
Davis developed TAM in 1989 to explain how users come to accept and use a technology
(Silva, 2015), in the realm of social media, TAM can be employed to understand how
perceived ease of use and perceived usefulness of Facebook influence customers’
engagement levels and subsequent loyalty to a hotel brand (Hettiarachchy and Udunuwara,
2021), for instance, if customers find a hotel’s Facebook interactions useful and easy to
engage with, they are more likely to develop a favourable attitude towards the hotel, thereby
increasing brand loyalty; also, Customer Relationship Management (CRM) Theory: CRM
involves managing a company’s interactions with current and potential customers, often
leveraging data analysis about customers' history with a company to improve business
relationships (Nasir, 2017; Godwin-Okoubi, 2022), thus, applied to social media, CRM theory
supports the use of Facebook as a tool for continuous interaction and personalised
communication with guests, which is essential for fostering long-term loyalty and retention.
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By applying the Theory of Planned Behaviour, hotels can strategize their social media
activities to align with the attitudes, influence subjective norms positively, and enhance
perceived control by making engagement simple and rewarding, for example, creating
content that aligns with the values and preferences of the target audience (attitude),
encouraging users to share their positive experiences (subjective norm), and providing easy
interaction options like quick replies or chatbots (perceived control); also, using the
Technology Acceptance Model, hotels can evaluate which features of their social media
presence are perceived as useful and easy to use, and enhance these aspects to boost
engagement, for example, ensuring that the booking process through Facebook is
streamlined and the promotional content is directly linked to user benefits can increase the
perceived usefulness and ease of use, driving engagement and loyalty; also, through CRM
theory, hotels can use data collected from Facebook interactions to personalise guest
experiences both online and during their stay, this might include recognizing returning guests
from their Facebook profile information or tailoring marketing campaigns based on the
preferences displayed through interactions on social media.
2.8 Conceptual framework
Objective Hypothesis Justification
Objective 1: To assess the
impact of these engagement
strategies on customer
interactions, such as likes,
comments, shares, and
overall engagement rates.
Hypothesis 1: Higher
engagement rates on hotel
Facebook pages (likes,
comments, shares) are
associated with increased
customer interaction.
According to the Theory of
Planned Behaviour, higher
engagement rates can reflect
positive attitudes towards the
brand, thereby increasing the
likelihood of interaction
(Ajzen, 1991).
Objective 2: To investigate
how Facebook engagement
correlates with indicators of
brand loyalty, such as repeat
visits, positive reviews, and
customer referrals.
Hypothesis 2: Increased
engagement on Facebook
is positively correlated with
key loyalty indicators such
as repeat visits, positive
reviews, and referrals.
The Technology Acceptance
Model suggests that
perceived usefulness of
social media interactions
enhances user acceptance
and loyalty (Davis, 1989).
Objective 3: To determine
the demographic
characteristics of the
customers most actively
Hypothesis 3: Specific
demographic
characteristics (age,
gender, location) influence
CRM theories posit that
understanding customer
demographics helps tailor
interactions that enhance
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engaging with these hotels
on Facebook and their
correlation with loyalty
metrics.
the level of engagement
and loyalty towards the
hotel.
loyalty (Godwin-Okoubi,
2022).
Objective 4: To analyse the
effectiveness of diverse
types of content (e.g.,
promotional posts,
informational content,
interactive polls) in fostering
customer engagement and
loyalty.
Hypothesis 4: Different
types of content have
varying impacts on
customer engagement and
loyalty, with interactive
content such as polls
having a higher impact.
Diverse content strategies
cater to various customer
preferences, potentially
increasing engagement and
loyalty (Schmitt, 1999).
Chapter 3: Research methodology
3.0 Introduction
This chapter delineates the research methodology employed to explore the impact of
Facebook engagement on brand loyalty among hotels in Edinburgh, given the dynamic and
evolving nature of social media interactions and their influence on customer behaviour, a
robust methodological framework is essential to capture the nuances of these relationships
effectively.
3.1 Research Philosophy
The choice of interpretivism as the research philosophy for this study is methodically aligned
with the exploratory nature of investigating the impact of Facebook engagement on brand
loyalty among hotels in Edinburgh, this approach is particularly apt as it enables a profound
comprehension of the subjective experiences and social dynamics influencing customer
behaviour, crucial for unravelling the nuances of brand loyalty in the digital era (Pervin and
Mokhtar, 2022), unlike positivist approaches that focus predominantly on quantifiable data,
interpretivism delves into the rich, qualitative insights necessary to understand the
complexities of social interactions on digital platforms; also, interpretivism facilitates an
in-depth exploration of how individual perceptions and interactions within Edinburgh's unique
hospitality context contribute to shaping customer loyalty, an aspect that is inherently
subjective and varies significantly across different customer segments (Rane et al., 2023),
this philosophical choice supports the study's aim to examine the underlying reasons why
15
certain types of Facebook engagement resonate more effectively with customers, thereby
fostering greater loyalty.
Furthermore, employing interpretivism ensures that the findings are not merely numerical but
are enriched with contextual understanding, providing deeper insights into the motivations
behind customer interactions and the impact of these interactions on sustained brand loyalty,
the emphasis on understanding the qualitative aspects of customer engagement aligns
closely with the literature that suggests the importance of social influences and personal
interactions in shaping consumer behaviours in the hospitality industry, thus, by choosing
interpretivism, the research eschews a simplistic quantitative analysis in favour of a richer,
more detailed exploration of the factors that drive loyalty in the context of social media, this
approach is directly linked to the study’s objectives, enabling a nuanced examination of the
effects of varied engagement strategies employed by hotels on Facebook and their impact
on brand loyalty.
3.2 Research Design
The choice of an exploratory research design is intricately aligned with the specific
objectives of this study, which aims to probe the effects of Facebook engagement on brand
loyalty within Edinburgh's hotel sector, this design is particularly strategic as it addresses the
gap in existing research regarding the direct impact of social media strategies on customer
loyalty in a localized hospitality context (Wei et al., 2023): opting for an exploratory approach
is justified by the need to deeply understand how various engagement strategies
implemented by hotels resonate with customers and influence their loyalty behaviours, this
design is not merely a preliminary step in research but a deliberate method to
comprehensively explore and interpret complex social interactions that are not yet fully
understood in the realm of digital marketing within the tourism and hospitality industry, thus,
by employing this research design, the study positions itself to delve into uncharted
territories of digital customer engagement, enabling the discovery of nuanced insights that
can lead to the formulation of new hypotheses about the dynamics between social media
engagement and customer loyalty, this approach is directly relevant to the aims of the
research as it supports a thorough examination of evolving marketing strategies and their
real-world effects, providing a foundational understanding that is essential for developing
effective engagement strategies in the hospitality sector.
3.3 Research Instrument
For this study, the primary research instrument selected is a questionnaire: the choice of a
questionnaire over other research tools, such as interviews or observational methods, is
strategic due to its efficiency in gathering large volumes of standardized data suitable for
16
quantitative analysis, also, questionnaires are particularly favoured in social science
research for their ability to efficiently collect data on behaviours, attitudes, and perceptions,
which are central to understanding the dynamics of Facebook engagement and brand loyalty
(Quan and Liamputtong, 2023).
Alternative Instruments Considered: while interviews could provide deeper insights into
individual experiences and motivations, they are more time-consuming and less amenable to
statistical analysis across large participant groups, also, interviews were considered but
ultimately not chosen due to the logistical constraints and the study's focus on broader,
quantifiable trends rather than in-depth personal narratives; also, observing actual
interactions on social media could offer real-time data on user engagement; however, this
approach raises privacy concerns and does not necessarily capture the subjective
experiences or loyalty metrics effectively: thus, the questionnaire's structure facilitates an
efficient comparison across a broad sample, making it possible to generalize findings to the
wider population of hotel customers in Edinburgh, it combines the practicality of
wide-reaching data collection with the depth needed to assess the nuances of social media
impact on brand loyalty, thus, the choice is further justified by the need for a scalable method
that aligns with the logistical and budgetary constraints of the study, while still providing
robust data for statistical analysis (Brandt et al., 2020).
3.4 Sampling
The sampling strategy employed in this study is purposive sampling, chosen for its precision
in targeting participants who have both stayed in Edinburgh hotels and interacted with these
hotels’ Facebook pages, this approach ensures that the sample consists of individuals who
are not only familiar with the hotel services but also actively engage with these services
online, providing rich, relevant insights into the intersection of customer service and digital
engagement (Robinson, 2014), this method is particularly effective for exploratory research
that aims to uncover detailed behaviours and perceptions that are influenced by social media
interactions.
Alternative Sampling Methods Considered: While random sampling could provide a broader,
more generalized representation of the population, it lacks the specificity required to ensure
all participants have engaged with hotel brands via Facebook, which is central to the study’s
objectives; also, stratified sampling method could ensure representation across different
customer demographics but may not specifically target users based on their interaction with
Facebook, making it less suitable for the study’s digital engagement focus, thus, the
purposive sampling method is justified by the need to delve deeply into the nuances of how
Facebook interactions influence customer loyalty; in addition to this, the sample size of
17
100-150 respondents is carefully chosen based on empirical research norms suggesting that
this range is adequate for achieving statistical significance without compromising
manageability (Robinson, 2014).
3.5 Data Collection
Data collection for this study was meticulously conducted using an online questionnaire
distributed via social media platforms and email lists of participating hotels, the utilization of
closed-ended questions within the questionnaire was a strategic choice, designed to gather
quantifiable, specific data conducive to rigorous statistical analysis (Desai and Reimers,
2019), this methodological approach ensures that responses are standardized, facilitating
straightforward comparison and analysis.
Alternative Data Collection Methods Considered: open-ended questions can provide richer,
qualitative insights, they were not chosen for the main data collection method due to the
complexity and variability in analysing such data, which might not align with the study’s
quantitative analysis goals; also, observing customer interactions on social media could offer
direct insights into engagement behaviours; however, this method was deemed impractical
and potentially invasive, given the privacy concerns and logistical challenges involved; in
addition to this, the questionnaire was comprehensively designed to cover aspects crucial to
the research objectives: Facebook engagement, customer interactions, and indicators of
brand loyalty among hotel patrons in Edinburgh, thus, the data collection phase was
extended over a three-month period to accommodate sufficient sample size and variability,
ensuring the capture of any potential seasonal fluctuations in social media engagement and
visiting behaviours which could influence the results.
3.6 Data Analysis
Data collected through the study's questionnaire was rigorously analysed using SPSS
software, chosen for its robust capabilities in handling statistical analysis and its user-friendly
interface, making it a staple in social science research (Cooksey, 2020), the analysis
focused primarily on descriptive statistics and correlation analysis to understand and
illustrate the relationships within the data: Descriptive foundational analysis provided a
detailed summary of the sample's key characteristics, including demographic information
and various engagement behaviours, thus, utilizing measures of central tendency (mean,
median, mode) and dispersion (standard deviation, range), descriptive statistics offered
insight into the general patterns and trends evident in the data, this step is crucial as it
establishes a baseline understanding of the sample and the distribution of key variables,
which is essential for subsequent analyses; additionally, following the descriptive overview,
18
correlation analysis was conducted to explore the relationships between Facebook
engagement metrics (likes, comments, shares) and brand loyalty indicators such as repeat
visits, positive reviews, and customer referrals, this analysis aimed to identify significant
associations that could suggest how different types of customer engagement on Facebook
influence loyalty behaviours, thus, by examining these correlations, the study sought to
pinpoint which engagement strategies are most effective in enhancing brand loyalty among
hotel patrons.
Though initially considered, frequency analysis was specifically tailored in this phase to align
with the study's focus on descriptive and correlational analyses, it was used selectively to
categorize the types of content such as promotional posts, informational content, and
interactive polls and to determine their prevalence within the data set, this allowed for a
nuanced understanding of which content types are most engaging and how frequently they
are interacted with by the sample population; also, to maintain transparency and allow for
reproducibility of the study's findings, all data were meticulously analysed within SPSS. The
coding scheme and the specific SPSS commands used for the analysis are documented in
detail in the appendix of the study report; thus, this structured approach to data analysis
ensured a thorough examination of the data collected, focusing on descriptive and
correlational statistics to effectively address the research questions.
3.7 Limitations
The use of purposive sampling may limit the generalizability of the findings (Ames et al.,
2019), purposive sampling focuses on a specific subset of the population, which may not
accurately represent the broader audience of hotel patrons in Edinburgh, this can result in a
sample that is not entirely reflective of the diverse customer base, potentially skewing the
results; also, self-reported data may be subject to social desirability bias, with respondents
over-reporting positive interactions and brand loyalty behaviours (Caputo, 2017; Latkin et al.,
2017), also, respondents might provide answers that they believe are more socially
acceptable or favourable, rather than their true behaviours and perceptions, this can lead to
an overestimation of the effectiveness of social media engagement strategies and the actual
level of brand loyalty; therefore, the data collection period may not capture seasonal
variations in social media engagement and customer behaviour, also, touring and visiting
patterns and social media usage can fluctuate throughout the year due to various factors
such as holidays, weather changes, and tourism seasons (Wang et al., 2023).
19
Chapter 4: Result and discussion
4.0 Introduction
This chapter presents the findings from the empirical investigation into how Facebook
engagement influences brand loyalty among hotels in Edinburgh, the analysis delves into the
interplay between various forms of social media engagement and their impact on customer
behaviors and perceptions, essential for shaping effective digital marketing strategies in the
hospitality industry, also, the data, collected through a comprehensive questionnaire
distributed to hotel patrons who actively engage with hotels on Facebook, provides a rich
dataset for analysis, thus, the structured approach to data collection, focusing on
closed-ended questions, allowed for the generation of quantifiable data that could be
rigorously analyzed using statistical software, providing a solid foundation for the subsequent
discussion of results.
The chapter is organized into several sections, each addressing different aspects of the
study’s objectives: Section 4.1, 'Demography,' examines the demographic characteristics of
the respondents to offer insights into the profile of individuals most actively engaging with
hotels on Facebook, this demographic analysis sets the stage for understanding the contexts
within which digital interactions occur and their potential implications for marketing
strategies; Section 4.2, 'Descriptive Analysis,' provides a detailed examination of the
responses related to specific engagement strategies such as likes, comments, shares, and
the perceived engagement quality of content posted by hotels, this section assesses the
immediate effects of these strategies on customer interaction metrics, offering a granular
view of engagement dynamics; following this, the chapter explores deeper correlations in
Section 4.3, 'Correlation Analysis,' which investigates the relationships between different
types of Facebook engagements and established indicators of brand loyalty, including repeat
visits, positive reviews, and direct customer referrals, this analysis is crucial for identifying
which aspects of social media engagement are most effective at fostering lasting customer
relationships and loyalty, thus, the discussion synthesizes these findings to interpret their
implications for digital marketing practices within the hospitality sector.
4.1 Demography
20
21
22
23
24
25
26
27
28
29
30
In this demographic analysis, the dataset encompasses a diverse range of variables from
gender and age to educational qualifications and engagement with social media, specifically
Facebook, the gender split in the dataset is almost even, with females constituting 49.6%
and males 50.4%, offering a balanced perspective on the ensuing analysis, also, a
significant chunk of the dataset is younger individuals, with 34.5% falling into the 18-24 age
bracket and 32.7% in the 25-34 range, which hints at a population that is likely more
engaged with digital technology and online platforms, this youthful dominance is tapered by
smaller representations from older age groups, 23% from 35-44 years, 6.2% from 45-54
years, and the least, 3.5%, from those aged 55 and above, indicating lesser participation
among the older demographics which might influence their digital footprints and interactions
differently compared to their younger counterparts.
Education levels among respondents vary, with the majority holding a Bachelor's degree at
46%, followed by 21.2% with a Master’s degree and smaller fractions having Associate
degrees at 15.9%, Doctorates at 7.1%, and the least, 9.7%, only having completed
31
Secondary School, this educational spread provides a lens into the probable digital literacy
levels of the participants, influencing how they interact with technology and digital platforms,
also, nearly all respondents, 99.1%, confirm having a Facebook account, illustrating the
ubiquity and penetration of this social platform among the sampled population: their
engagement levels vary, however, with a high 58.9% using Facebook daily, which
underscores the platform's role in their daily routines and social interactions, this is followed
by 22.3% who use it weekly, 16.1% monthly, and a minimal 2.7% rarely engaging with the
platform, perhaps indicating a shift or preference for other forms of communication or newer
social media platforms.
When considering residency, a vast majority, 95.5%, are residents of Edinburgh, which could
suggest a localized use of the platform influenced by community ties and regional content,
this is complemented by a minimal 4.5% of non-residents from places like Fife, Glasgow,
Leven, and Nigeria, providing a slight international flavour to the dataset but not enough to
significantly sway the predominantly local usage patterns of Facebook; additionally, the
frequency of travel to Edinburgh also paints a picture of mobility with 57.1% traveling
frequently, likely impacting local economic dynamics such as tourism and retail, meanwhile,
26.8% travel occasionally, and 15.2% rarely, with a negligible 0.9% never visiting, which
might correlate with their reasons for staying in or visiting hotels in the area.
Hotel stays in Edinburgh are common among the respondents, with a high 95.6% having
stayed in a hotel within the past year, suggesting a transient or tourist demographic possibly
exploring the locale or engaging in business activities within the city: similarly, engagement
with hotels and restaurants via Facebook is notably high, with 95.6% following their favourite
hotels or restaurants on the platform, pointing towards a trend where these establishments
are leveraging Facebook to maintain customer relationships and market their services
effectively, also, usage of Facebook to follow daily trends and promotions of hotels aligns
closely with this behaviour, with 92.9% using the platform for such purposes, underscoring
the critical nature of active social media engagement for businesses in maintaining visibility
and relevance among their clientele, thus, the demographic analysis reveals a tech-savvy,
highly educated, and predominantly young population that actively engages with social
media, particularly Facebook, for both personal interaction and as a gateway to accessing
services and local attractions, this behaviour impacts not only their social dynamics but also
the business strategies of local enterprises, especially in hospitality and tourism, shaping a
digital ecosystem that is vibrant and responsive to the needs of a connected and mobile
populace
32
4.2 Descriptive analysis
4.2.1 Objective 1: To assess the impact of these engagement strategies on customer
interactions, such as likes, comments, shares, and overall engagement rates.
Descriptive Statistics
N Minimu
m
Maximu
m
Mean Std.
Deviation
Kurtosis
Statisti
c
Statistic Statistic Statisti
c
Statistic Statisti
c
Std.
Error
I often like
posts from
Edinburgh
hotels on
Facebook.
113 1 5 1.96 1.202 -1.197 .451
I frequently
comment on
posts from
Edinburgh
hotels on
Facebook.
113 1 5 2.05 1.238 -1.344 .451
I regularly
share posts
from
Edinburgh
hotels on my
Facebook
timeline.
112 1 5 2.04 1.177 -1.206 .453
The content
posted by
Edinburgh
hotels on
Facebook is
engaging
113 1 4 2.09 1.192 -1.579 .451
I feel more
connected to
113 1 4 1.99 1.176 -1.418 .451
33
Edinburgh
hotels that
have an active
Facebook
presence
Valid N
(listwise)
112
The engagement levels of Facebook users with Edinburgh hotels present a nuanced
understanding of how digital content resonates with its audience: data reflects a general
trend of moderate to low engagement across activities like liking, commenting, sharing, and
overall content interaction, specifically, the mean scores ranging from 1.96 for liking posts to
2.09 for finding content engaging suggest that while users do interact with the content, the
levels of interaction are closer to disagreement than strong engagement, this subtle
engagement can be attributed to various factors discussed in literature: for instance, studies
like those by Mangold and Faulds (2009) suggest that while social media provides a platform
for interaction, the actual engagement depends significantly on the content's relevance and
the emotional connection it can forge with the audience, also, the slightly lower scores for
active interactions such as commenting (2.05) and sharing (2.04) compared to passive
interactions like liking (1.96) might indicate a need for more compelling content that
encourages not just viewing but also participating and advocating.
Moreover, the slightly higher engagement score for the content's engaging nature (2.09)
compared to other activities could imply that while the content might capture attention, it
does not sufficiently motivate users to interact more deeply, such as sharing or commenting,
this aspect is crucial as it highlights a gap between content visibility and its ability to foster
deeper user engagement, as discussed by Kaplan (2016), who notes that the transition from
content viewership to engagement depends on the content’s ability to resonate personally
and emotionally with users; additionally, the emotional connection with hotels having an
active Facebook presence scoring a mean of 1.99 indicates that mere activity on social
media is not enough, thus, the findings align with the research by Lim (2010) who argues
that the effectiveness of social media marketing in the hospitality industry hinges not just on
being active but on being strategically engaging by understanding and addressing the
specific preferences and needs of the audience; in similar vein, the overarching theme from
the analysis suggests that Edinburgh hotels might need to revisit their social media
strategies to not only increase their activity but also enhance the quality and relevance of
their interactions.
34
4.2.2 Objective 2: To investigate how Facebook engagement correlates with indicators of
brand loyalty, such as repeat visits, positive reviews, and customer referrals.
Descriptive Statistics
N Minimu
m
Maximu
m
Mean Std.
Deviation
Kurtosis
Statisti
c
Statistic Statistic Statisti
c
Statistic Statisti
c
Std.
Error
I am more
likely to revisit
a hotel in
Edinburgh if I
have engaged
with their
Facebook
posts
113 1 5 1.97 1.257 -1.224 .451
Positive
engagement
with hotel
posts on
Facebook
influences me
to leave
positive
reviews
113 1 5 2.05 1.252 -1.365 .451
I recommend
hotels in
Edinburgh to
others based
on their
Facebook
contents.
113 1 5 1.99 1.243 -1.243 .451
My loyalty to a
hotel
increases with
my
interactions on
113 1 5 2.13 1.243 -1.455 .451
35
their
Facebook
page.
Engaging with
hotel
Facebook
posts impacts
my decision to
stay at the
same hotel
again.
113 1 5 2.21 1.264 -1.546 .451
Valid N
(listwise)
113
The descriptive statistics reflect a moderate influence of Facebook engagement on customer
behaviours such as revisiting, recommending, and increasing loyalty toward hotels in
Edinburgh. With mean scores ranging from 1.97 to 2.21, it's evident that while Facebook
interactions do impact customer decisions, this effect is not highly pronounced: for instance,
the likelihood of revisiting a hotel based on Facebook interactions has a mean score of 1.97,
which, while above the scale's midpoint, indicates only a mild influence, this finding
resonates with Kaplan's (2016) notion of social media as a tool for creating user-generated
content and interaction, suggesting that the engagement might need to be highly compelling
or personalized to significantly influence revisiting decisions; similarly, the mean score of
2.05 for the impact of positive engagement on leaving positive reviews aligns with Mangold
and Faulds' (2009) discussion on social media’s role as a hybrid element of promotion and
interaction, also, the modest score indicates that customers are slightly more inclined to
leave positive reviews when their engagement with hotel posts is positive, highlighting the
importance of interactive and engaging content in shaping perceptions and online narratives,
also, the recommendation of hotels based on their Facebook content, with a mean of 1.99,
underscores a cautious approach by customers in using social media content as a basis for
recommendations, this aligns with Trybus (2013) and Lee and Kwag (2017), who observed
that while social media could enhance the visibility and attractiveness of a brand, its
effectiveness in driving recommendations depends significantly on the content's relevance
and emotional appeal.
Moreover, the score of 2.13 for increased loyalty through interactions suggests a correlation
between engagement and loyalty, supporting Lim (2010) and Ho et al. (2022)'s findings on
36
social media's effectiveness in fostering deeper customer relationships through ongoing
engagement: this is particularly relevant in a service-oriented industry like hospitality, where
emotional connections can significantly impact consumer loyalty; lastly, the highest mean
score of 2.21 for the impact of Facebook engagement on decisions to stay again at the same
hotel highlights the potential of strategic social media use to reinforce positive experiences
and encourage repeat visits, this observation is in line with Priskila (2023) and
Lepkowska-White et al. (2019), who note that engaging content not only captures attention
but can also play a critical role in customer retention strategies, particularly in competitive
markets like Edinburgh's hospitality sector. Collectively, these statistics indicate a clear but
moderate impact of Facebook engagement on various customer behaviours, suggesting that
while social media is a valuable tool for influencing customer perceptions and decisions, its
effectiveness is contingent upon the quality of engagement and the ability to deliver content
that resonates deeply with the target audience.
4.2.3 Objective 3: To determine the demographic characteristics of the customers most
actively engaging with these hotels on Facebook and their correlation with loyalty metrics.
Descriptive Statistics
N Minimu
m
Maximu
m
Mean Std.
Deviation
Kurtosis
Statisti
c
Statistic Statistic Statisti
c
Statistic Statisti
c
Std.
Error
I actively
follow and
engage with
Edinburgh
hotel pages
on Facebook.
113 1 5 2.16 1.243 -1.493 .451
My
engagement
with hotels on
Facebook
reflects my
overall loyalty
to the brand.
112 1 5 1.96 1.208 -1.155 .453
My
demographic
113 1 5 2.04 1.228 -1.324 .451
37
(age, gender,
income)
influences my
engagement
with hotel
Facebook
pages.
I see a
correlation
between my
Facebook
engagement
and my
likelihood to
visit the hotel.
113 1 5 2.01 1.214 -1.238 .451
My
demographic
characteristics
influence my
loyalty to
hotels I
engage with
on Facebook.
113 1 5 1.96 1.187 -1.180 .451
Valid N
(listwise)
112
The data reflects the nuanced ways in which Facebook engagement influences customer
relationships with hotels in Edinburgh: with mean scores hovering around the lower end of
the scale, the influence is modest but indicates specific trends in customer engagement and
loyalty: the mean score of 2.16 for actively following and engaging with hotel pages suggests
a moderate level of interaction, although not overwhelmingly strong, this engagement
indicates that a segment of customers uses Facebook as a medium to connect with hotels,
which aligns with Kaplan’s (2016) notion that social media facilitates user-generated content
and community building.; also, a mean of 1.96 for engagement reflecting brand loyalty is
relatively low, suggesting that while there are loyal customers who engage via Facebook,
many do not see their social media interactions as a direct reflection of their loyalty, this
could be due to the varying quality of interactions or the perception that online engagement
38
is separate from actual service experiences, a perspective supported by Mangold and
Faulds (2009) who argue that social media serves dual roles in promotion and interaction.
With a mean of 2.04, the influence of demographics on engagement indicates that factors
like age, gender, and income mildly affect how individuals interact with hotel Facebook
pages, this underscores research by Walters and Bekker (2017), who note that
understanding demographic nuances can help tailor content that resonates more effectively
with targeted audiences, also, the score of 2.01 on the correlation between Facebook
engagement and visiting the hotel suggests a slight acknowledgment that social media
interactions can influence decisions to visit, this is in line with Trybus (2013) and Lee and
Kwag (2017) who observed that effective social media strategies could enhance physical
patronage by reinforcing brand perceptions and customer engagement; similarly, a mean
score of 1.96 for demographic characteristics influencing loyalty to hotels engaged with on
Facebook reveals a minimal effect, this points to the potential for hotels to further explore
demographic-specific strategies to enhance loyalty among different groups, supporting
findings by Priskila (2023) and Lepkowska-White et al. (2019) who emphasize the
importance of personalized engagement in building loyalty: thus, the statistics suggest that
while engagement on Facebook does impact customer behaviour and loyalty, the strength of
this impact varies and is influenced by demographic factors, also, the modest means across
these variables indicate that hotels could benefit from strategies that deepen engagement
and tailor interactions to better meet the expectations and preferences of their diverse
customer base, this could involve leveraging insights from engagement metrics to develop
more compelling, personalized content that more strongly influences customers decisions
and loyalty.
4.2.4 Objective 4: To analyse the effectiveness of diverse types of content (e.g., promotional
posts, informational content, interactive polls) in fostering customer engagement and loyalty
Descriptive Statistics
N Minimu
m
Maximu
m
Mean Std.
Deviation
Kurtosis
Statisti
c
Statistic Statistic Statisti
c
Statistic Statisti
c
Std.
Error
Promotional
posts from
Edinburgh
hotels on
Facebook
113 1 5 2.07 1.186 -1.319 .451
39
capture my
interest
Informational
content
posted by
Edinburgh
hotels on
Facebook is
useful to me.
113 1 5 2.11 1.249 -1.440 .451
Interactive
polls from
Edinburgh
hotels on
Facebook
increase my
engagement.
112 1 5 2.12 1.243 -1.459 .453
Different types
of content on
Facebook
influence my
loyalty to the
hotel brand.
112 1 5 2.10 1.208 -1.406 .453
I prefer certain
types of
Facebook
content (e.g.,
promotions,
info, polls)
over others
from hotels.
113 1 5 2.12 1.247 -1.460 .451
Valid N
(listwise)
111
The descriptive statistics highlight a consistent theme across various types of Facebook
content from Edinburgh hotels, with mean scores ranging from 2.07 to 2.12, these scores
suggest that promotional, informational, and interactive content moderately engage users
but do not significantly captivate or influence their loyalty toward hotel brands, this moderate
40
engagement underscores the need for more targeted and appealing content strategies to
enhance effectiveness, also, the interest in promotional posts scores a mean of 2.07,
suggesting that promotions do catch attention but perhaps lack the compelling elements
needed to engage a broader audience deeply: according to Kaplan (2016), promotional
content must resonate well with the audience's needs and preferences to be effective, this
could involve more personalized promotions that are directly relevant to the viewer's
interests or past behaviours.
With a mean of 2.11 for the usefulness of informational content, it appears that while users
find some value in the content provided, there might be a gap in meeting user expectations
fully: Mangold and Faulds (2009) emphasize that for content to be useful, it must provide
tangible benefits to the consumers, suggesting that hotels might need to align their
informational content more closely with what guests find useful, such as tips related to their
stay, events, or local attractions, also, interactive content like polls scores slightly higher with
a mean of 2.12, indicating a minor boost in engagement, thus, as noted by Trybus (2013),
interactive content can significantly enhance engagement by involving the audience in active
participation, which not only entertains but also gives users a sense of contribution to the
content narrative.
The influence of various content types on loyalty, with a mean of 2.10, highlights the subtle
impact of content diversity on customer retention: Ho et al. (2022) suggest that a strategic
mix of content types can cater to different user preferences, potentially increasing loyalty by
providing a richer, more engaging online experience, also, the mean of 2.12 for preferences
toward specific types of content indicates identifiable but not strong preferences among
users, this aligns with Priskila (2023) and Lepkowska-White et al. (2019), who argue that
understanding audience preferences can greatly improve content strategy, making it more
likely to resonate and foster loyalty; similarly, the overall moderate engagement levels call for
a strategic reassessment of how hotels utilize Facebook for marketing, thus, enhancing
content relevance and engagement could involve leveraging analytics to understand better
what content performs well and refining strategies accordingly to boost user interaction and
satisfaction, this approach not only aligns with the current digital marketing trends but also
addresses the personalized needs and interests of modern consumers, ultimately enhancing
their experience with the brand.
41
4.3 Correlation
4.3.1 Objective 1: To assess the impact of these engagement strategies on customer
interactions, such as likes, comments, shares, and overall engagement rates.
.
Correlations
I often
like posts
from
Edinburg
h hotels
on
Faceboo
k.
I frequently
comment
on posts
from
Edinburgh
hotels on
Facebook.
I regularly
share posts
from
Edinburgh
hotels on
my
Facebook
timeline.
The
content
posted by
Edinburgh
hotels on
Facebook
is
engaging
I feel
more
connecte
d to
Edinburgh
hotels
that have
an active
Facebook
presence
I often like
posts from
Edinburgh
hotels on
Facebook.
Pearson
Correlati
on
1 .763** .458** .600** .587**
Sig.
(2-tailed)
.000 .000 .000 .000
N 113 113 112 113 113
I frequently
comment on
posts from
Edinburgh
hotels on
Facebook.
Pearson
Correlati
on
.763** 1 .640** .620** .607**
Sig.
(2-tailed)
.000 .000 .000 .000
N 113 113 112 113 113
I regularly
share posts
from
Edinburgh
hotels on my
Facebook
timeline.
Pearson
Correlati
on
.458** .640** 1 .665** .624**
Sig.
(2-tailed)
.000 .000 .000 .000
N 112 112 112 112 112
42
The content
posted by
Edinburgh
hotels on
Facebook is
engaging
Pearson
Correlati
on
.600** .620** .665** 1 .733**
Sig.
(2-tailed)
.000 .000 .000 .000
N 113 113 112 113 113
I feel more
connected to
Edinburgh
hotels that
have an
active
Facebook
presence
Pearson
Correlati
on
.587** .607** .624** .733** 1
Sig.
(2-tailed)
.000 .000 .000 .000
N 113 113 112 113 113
**. Correlation is significant at the 0.01 level (2-tailed).
The correlation statistics demonstrate a compelling relationship between various forms of
engagement on Facebook and their impact on users' perceptions and behaviours towards
Edinburgh hotels: individuals who frequently like, comment on, and share posts are more
likely to find the content engaging and feel a strong connection to the hotel, this
interconnected engagement underscores the importance of cohesive and compelling content
strategies that foster a comprehensive digital relationship with customers: also, a high
correlation of .763 between liking posts and commenting on them indicates that
engagements are not isolated activities but are part of a broader, more dynamic interaction
with content, this reflects Kaplan's (2016) view that social media platforms enable the
creation and exchange of user-generated content, facilitating a richer interaction between
the brand and its audience. Users who are active in one form of engagement are likely to
participate across other forms as well, highlighting the need for content that is consistently
engaging across various interaction points, similarly, the strong correlation between
commenting and sharing (.640) suggests that when users engage deeply through
comments, they are also motivated to share this content within their networks, this behaviour
aligns with Mangold and Faulds' (2009) perspective on social media as a unique blend of
traditional promotional channels and interactive platforms where direct customer
engagement can significantly amplify the reach and impact of content; moreover, the
43
significant correlations between content engagement and both sharing (.665) and feeling
connected (.733) emphasize the pivotal role of content quality in enhancing user
engagement. Engaging content not only prompts users to interact directly with the post but
also to share it further, expanding the content’s reach and impact, this dynamic is pivotal in
fostering a sense of connection and loyalty towards the brand, resonating with Ho et al.
(2022)'s findings on the effectiveness of social media in enhancing customer relationships
through sustained engagement, also, the data also shows that users’ demographic
characteristics like age, gender, and income subtly influence their engagement patterns, this
insight supports the need for demographic-specific content strategies that address diverse
preferences and expectations, aligning with Walters and Bekker’s (2017) advocacy for
tailored communication strategies to enhance marketing effectiveness: thus, collectively,
these correlations validate the importance of a strategic approach to social media
engagement, where creating compelling, engaging, and relevant content can significantly
influence users' behaviours and perceptions, thus, effective engagement on platforms like
Facebook not only enhances the visibility of hotel brands but also plays a crucial role in
building lasting customer relationships and loyalty, a key aspect underscored by Priskila
(2023) and Lepkowska-White et al. (2019) in their research on personalized service and
local engagement in the hospitality industry.
4.3.2 Objective 2: To investigate how Facebook engagement correlates with indicators of
brand loyalty, such as repeat visits, positive reviews, and customer referrals.
Correlations
I am more
likely to
revisit a
hotel in
Edinburgh
if I have
engaged
with their
Facebook
posts
Positiv
e
engag
ement
with
hotel
posts
on
Faceb
ook
influen
ces me
to
leave
positiv
I
recomme
nd hotels
in
Edinburgh
to others
based on
their
Facebook
contents.
My loyalty
to a hotel
increases
with my
interactions
on their
Facebook
page
Engaging
with hotel
Facebook
posts
impacts my
decision to
stay at the
same hotel
again.
44
e
review
s
I am more
likely to
revisit a
hotel in
Edinburgh
if I have
engaged
with their
Facebook
posts
Pearson
Correlation
1 .602** .497** .591** .470**
Sig.
(2-tailed)
.000 .000 .000 .000
N 113 113 113 113 113
Positive
engagem
ent with
hotel
posts on
Facebook
influences
me to
leave
positive
reviews
Pearson
Correlation
.602** 1 .694** .701** .517**
Sig.
(2-tailed)
.000 .000 .000 .000
N 113 113 113 113 113
I
recomme
nd hotels
in
Edinburgh
to others
based on
their
Facebook
contents.
Pearson
Correlation
.497** .694** 1 .735** .564**
Sig.
(2-tailed)
.000 .000 .000 .000
N 113 113 113 113 113
My loyalty
to a hotel
Pearson
Correlation
.591** .701** .735** 1 .664**
45
increases
with my
interactio
ns on
their
Facebook
page
Sig.
(2-tailed)
.000 .000 .000 .000
N 113 113 113 113 113
Engaging
with hotel
Facebook
posts
impacts
my
decision
to stay at
the same
hotel
again.
Pearson
Correlation
.470** .517** .564** .664** 1
Sig.
(2-tailed)
.000 .000 .000 .000
N 113 113 113 113 113
**. Correlation is significant at the 0.01 level (2-tailed).
The correlation data underscores significant relationships between various forms of
engagement on Facebook and key indicators of brand loyalty for hotels in Edinburgh, these
indicators include repeat visits, positive reviews, customer referrals, and overall loyalty a
clear depiction of how digital interactions translate into tangible loyalty behaviours: a
correlation coefficient of .602 between positive engagement and the likelihood to revisit
shows a strong relationship, indicating that engaging positively with a hotel's Facebook posts
significantly influences the decision to revisit, this suggests that the initial digital interaction
can enhance the overall guest experience perception, potentially leading to repeat stays,
also, the correlation of .602 also highlights that positive engagement not only encourages
repeat visits but influences guests to leave positive reviews; similarly, the stronger
correlation of .701 with overall loyalty underscores those positive digital interactions correlate
closely with positive word-of-mouth, aligning with Lee and Kwag's (2017) findings that
effective engagement on social media can enhance guest satisfaction and loyalty.
A notable correlation of .694 between positive engagement and the likelihood of
recommending the hotel to others demonstrates that engaging content does not just
resonate with the viewer but also motivates them to share their positive experiences, this is
critical as recommendations are a powerful form of marketing, supported by Ho et al. (2022),
46
who discuss how social media facilitates a broader reach of genuine guest reviews and
experiences, also, the strongest correlation observed is .735 between interactions on a
hotel’s Facebook page and the guest’s loyalty, this relationship is pivotal, emphasizing how
sustained, interactive experiences on social media platforms can deepen loyalty, a point
highlighted by Priskila (2023) regarding the impact of personalized interactions on long-term
customer relationships.
Lastly, the correlation of .664 between engaging with posts and deciding to stay again
suggests that ongoing engagement not only affects immediate actions like bookings and
reviews but also influences long-term decisions such as repeat visits, this highlights the
cumulative effect of consistent and engaging social media interactions in fostering an
enduring bond with the brand, thus, these correlations demonstrate that Facebook is not
just a platform for marketing but a significant influencer of guest behaviours and loyalty,
therefore, for hotels, this means investing in social media strategies that not only attract
attention but foster meaningful interactions, thus enhancing guest experiences and loyalty,
this approach is not only beneficial for customer retention but also instrumental in
transforming casual guests into loyal patrons, thereby fostering a sustainable competitive
advantage in the hospitality industry.
4.3.3 Objective 3: To determine the demographic characteristics of the customers most
actively engaging with these hotels on Facebook and their correlation with loyalty metrics.
Correlations
I actively
follow
and
engage
with
Edinburg
h hotel
pages on
Faceboo
k.
My
engag
ement
with
hotels
on
Faceb
ook
reflects
my
overall
loyalty
to the
brand.
My
demograp
hic (age,
gender,
income)
influences
my
engagem
ent with
hotel
Facebook
pages.
I see a
correlation
between my
Facebook
engagement
and my
likelihood to
visit the
hotel.
My
demographic
characteristi
cs influence
my loyalty to
hotels I
engage with
on Facebook
47
I actively
follow and
engage
with
Edinburgh
hotel
pages on
Facebook
.
Pearson
Correlation
1 .673** .645** .597** .482**
Sig.
(2-tailed)
.000 .000 .000 .000
N 113 112 113 113 113
My
engagem
ent with
hotels on
Facebook
reflects
my overall
loyalty to
the brand.
Pearson
Correlation
.673** 1 .753** .559** .419**
Sig.
(2-tailed)
.000 .000 .000 .000
N 112 112 112 112 112
My
demograp
hic (age,
gender,
income)
influences
my
engagem
ent with
hotel
Facebook
pages.
Pearson
Correlation
.645** .753** 1 .737** .534**
Sig.
(2-tailed)
.000 .000 .000 .000
N 113 112 113 113 113
I see a
correlatio
n
between
my
Facebook
Pearson
Correlation
.597** .559** .737** 1 .700**
Sig.
(2-tailed)
.000 .000 .000 .000
N 113 112 113 113 113
48
engagem
ent and
my
likelihood
to visit the
hotel.
My
demograp
hic
characteri
stics
influence
my loyalty
to hotels I
engage
with on
Facebook
Pearson
Correlation
.482** .419** .534** .700** 1
Sig.
(2-tailed)
.000 .000 .000 .000
N 113 112 113 113 113
**. Correlation is significant at the 0.01 level (2-tailed).
The correlation data robustly supports the interplay between demographic characteristics,
Facebook engagement, and loyalty metrics, reflecting significant insights into how digital
interactions align with traditional loyalty behaviours in the hospitality sector: the strong
correlation of .673 between active Facebook engagement and brand loyalty aligns with
Kaplan (2016), who emphasized that active participation on social media platforms
enhances the customer's connection to the brand, this engagement goes beyond mere likes
or comments; it fosters a sense of belonging and loyalty, making the digital platform a crucial
touchpoint for cultivating lasting customer relationships, for instance, a high correlation
(.645) between demographic factors and engagement levels underscores findings by
Walters and Bekker (2017), who pointed out the importance of tailoring social media
strategies to fit demographic profiles, this suggests that knowing the age, gender, and
income of the audience can help in crafting more relevant and appealing content, thereby
increasing engagement.
Influence of Demographics on Loyalty
The correlation (.753) between demographic characteristics and loyalty is a critical insight
that resonates with the research by Priskila (2023), which highlighted how
demographic-specific engagement strategies could significantly enhance loyalty, this
suggests that hotels need to consider demographic data not just for creating targeted
49
advertising but for building strategies that foster deeper loyalty, also, the significant
correlation (.597) between Facebook engagement and the likelihood of visiting the hotel
supports the assertions by Ho et al. (2022), who noted that virtual interactions could lead to
real-world actions, thus, engaging content on Facebook not only captures attention but can
also translate into actual visits, demonstrating the platform's role in driving tangible business
outcomes; moreover, a robust correlation (.737) between demographics and the likelihood of
a visit echoes the findings of Trybus (2013) and Lee and Kwag (2017), who observed that
demographic-aligned marketing could effectively convert online engagement into physical
foot traffic, this insight is crucial for hotels aiming to maximize their ROI on social media
investments. Lastly, the .700 correlation between demographic characteristics and their
influence on loyalty to engaged hotels supports Lepkowska-White et al. (2019)'s discussion
on personalized marketing, also, this relationship underscores the potential of leveraging
demographic insights to enhance customer loyalty, suggesting that personalized interactions
based on demographic data can lead to higher loyalty rates.
4.3.4 Objective 4: To analyse the effectiveness of diverse types of content (e.g., promotional
posts, informational content, interactive polls) in fostering customer engagement and loyalty
Correlations
Promoti
onal
posts
from
Edinbur
gh
hotels
on
Facebo
ok
capture
my
interest
Informati
onal
content
posted
by
Edinburg
h hotels
on
Faceboo
k is
useful to
me.
Interactiv
e polls
from
Edinburgh
hotels on
Facebook
increase
my
engagem
ent.
Different
types of
content on
Facebook
influence my
loyalty to the
hotel brand.
I prefer certain
types of
Facebook
content (e.g.,
promotions, info,
polls) over others
from hotels.
Promotion
al posts
from
Edinburgh
hotels on
Pearson
Correlation
1 .640** .618** .636** .519**
Sig.
(2-tailed)
.000 .000 .000 .000
N 113 113 112 112 113
50
Facebook
capture
my
interest
Informatio
nal
content
posted by
Edinburgh
hotels on
Facebook
is useful
to me.
Pearson
Correlation
.640** 1 .834** .762** .599**
Sig.
(2-tailed)
.000 .000 .000 .000
N 113 113 112 112 113
Interactiv
e polls
from
Edinburgh
hotels on
Facebook
increase
my
engagem
ent.
Pearson
Correlation
.618** .834** 1 .773** .658**
Sig.
(2-tailed)
.000 .000 .000 .000
N 112 112 112 111 112
Different
types of
content
on
Facebook
influence
my loyalty
to the
hotel
brand.
Pearson
Correlation
.636** .762** .773** 1 .744**
Sig.
(2-tailed)
.000 .000 .000 .000
N 112 112 111 112 112
I prefer
certain
types of
Pearson
Correlation
.519** .599** .658** .744** 1
51
Facebook
content
(e.g.,
promotion
s, info,
polls)
over
others
from
hotels.
Sig.
(2-tailed)
.000 .000 .000 .000
N 113 113 112 112 113
**. Correlation is significant at the 0.01 level (2-tailed).
The correlation data elucidates how different types of content on Facebook promotional
posts, informational content, and interactive polls significantly influence customer
engagement and loyalty toward Edinburgh hotels: the correlation of .640 between interest in
promotional posts and the usefulness of informational content indicates that customers who
find promotions engaging are also likely to appreciate informative content, this suggests that
promotions, when executed well, can enhance overall content engagement by raising
interest levels, which aligns with Kaplan’s (2016) discussion on the impact of promotional
content in maintaining audience attention, also, a very high correlation of .834 between the
perceived usefulness of informational content and engagement with interactive polls
underscores that informative content that adds value tends to increase customer
participation in more interactive formats like polls, this is supported by Mangold and Faulds
(2009), who argue that informative content serves as a foundational element that can lead to
higher interactive engagement.
Interactive polls correlate strongly (.773) with loyalty influenced by different content types,
indicating that engaging customers in active participation can significantly enhance their
loyalty to the brand, this finding is consistent with the interactive nature of social media
engagement discussed by Ho et al. (2022), emphasizing that interactive content not only
engages customers but also fosters deeper connections with the brand, also, the correlation
of .744 between different content types influencing loyalty and specific content preferences
(e.g., promotions, info, polls) at .744 indicates that customers’ loyalty is highly influenced by
the content types they prefer, this suggests that tailoring content to match customer
preferences can be a highly effective strategy in enhancing loyalty, as noted by Priskila
(2023), who highlighted the importance of personalized content in building lasting customer
relationships: the correlations suggest that a mix of promotional, informational, and
52
interactive content is effective in enhancing customer engagement and loyalty, also, the
preference for specific types of content also influences how customers interact with and
perceive the brand, underscoring the need for hotels to diversify their content offerings to
cater to various customer preferences, enhancing both engagement and loyalty, these
insights emphasize the critical role of a comprehensive and varied content strategy in
leveraging Facebook as a powerful tool for customer engagement and loyalty.
4.4 Correlation of Facebook Engagement Types with Customer Loyalty
Hypothesis Content
Type
Engagement
Metric
Correlation
with
Loyalty
Significance
(p-value)
Comments
H1: Interest in
promotional
posts on
Facebook
enhances
customer
loyalty.
Promotional
posts
Interest in
promotions
0.636 p < 0.01 Strong
correlation
suggests that
interest in
promotions
significantly
enhances
loyalty.
H2: The
perceived
usefulness of
informational
content on
Facebook
increases
customer
loyalty.
Informational
content
Perceived
usefulness
0.762 p < 0.01 High
correlation
indicates that
useful
information
greatly
contributes to
increased
loyalty.
H3:
Engagement
with
interactive
polls on
Facebook
boosts
Interactive
polls
Engagement
with polls
0.773 p < 0.01 Very strong
correlation
highlights the
effectiveness
of interactive
content in
boosting
loyalty.
53
customer
loyalty.
H4: Diverse
content types
on Facebook
positively
influence
customer
loyalty.
Different
content
types
Influence on
loyalty
0.744 p < 0.01 Significant
correlation
supports the
notion that
diverse
content types
positively
influence
loyalty.
H5: Matching
content types
to customer
preferences
effectively
enhances
loyalty on
Facebook.
Preference
for specific
content
Content
preference
0.744 p < 0.01 Indicates that
matching
content types
to customer
preferences
can effectively
enhance
loyalty.
This succinctly summarizes the correlation data analysed in the study, linking each specific
hypothesis with the corresponding findings, the strong correlations across all metrics validate
the hypotheses, indicating that various forms of Facebook content play a significant role in
enhancing customer loyalty, these results provide empirical support for strategic content
management on social media platforms, highlighting the importance of tailoring content to
user preferences and ensuring that informational and interactive content is engaging and
useful; in addition to this, these insights are crucial for hotel marketers, as they demonstrate
the direct impact of specific types of Facebook engagements on customer loyalty, thus, the
data suggests that not only does engaging content contribute to higher loyalty, but also that
the nature of the content whether promotional, informational, or interactive needs to align
with the preferences and interests of the audience to maximize its effectiveness, thus, this
approach provides a clear connection between the study’s hypotheses and the empirical
evidence, offering a comprehensive view of how different types of content influence
customer loyalty.
54
Chapter 5: Conclusion and recommendation
5.0 Conclusion
Demography: The demographic analysis shows a balanced gender distribution and a
predominance of young adults highly engaged with Facebook, indicating a tech-savvy
demographic that utilizes social media frequently in their daily routines, a significant majority
have higher education degrees, which likely enhances their engagement levels and the
complexity of their interactions on digital platforms; Descriptive Analysis: Objective 1:
Engagement strategies show moderate impact, with most interactions like liking,
commenting, and sharing posts rated just below the midpoint of the scale, this suggests
content engagement is present but not deeply impactful, possibly requiring more tailored
content to boost interaction levels, Objective 2: The influence of Facebook engagement on
brand loyalty behaviours like repeat visits and positive reviews shows a mild to moderate
impact, with scores just above the neutral point, this highlights a cautious but definite
influence of digital interactions on physical customer behaviours; Objective 3: Demographic
factors moderately influence engagement and loyalty, suggesting that while there is an
impact, it varies significantly among different demographic groups, indicating the need for
targeted marketing strategies; Objective 4: Content types such as promotional posts,
informational content, and interactive polls show a moderate ability to engage and influence
loyalty, this underscores the need for diverse and dynamic content strategies to cater to
various preferences and enhance customer interaction and retention.
Correlation
Objective 1: Strong correlations between liking, commenting, and sharing activities point to a
cohesive pattern where engagement in one form is likely to lead to other forms of interaction,
affirming the importance of integrated and compelling content strategies; Objective 2:
Engagement activities show significant correlations with loyalty indicators such as repeat
visits and positive reviews, suggesting that active digital engagement is a good predictor of
brand loyalty and advocacy; Objective 3: Demographic characteristics show substantial
influence on both engagement levels and loyalty metrics, indicating that understanding and
integrating demographic insights into marketing strategies can significantly enhance
customer engagement and loyalty; Objective 4: The effectiveness of different types of
content in fostering engagement and loyalty shows strong correlations, especially between
informational content and interactive engagement, pointing to the effectiveness of providing
value-added content to stimulate customer interaction and loyalty.
The analysis across various objectives reveals a clear pattern where active engagement on
social media, especially Facebook, correlates positively with brand loyalty and customer
55
engagement metrics: while demographic factors play a crucial role in how individuals engage
with content, the type of content also significantly impacts its effectiveness in fostering
loyalty and engagement, these insights suggest that a nuanced understanding of both
demographic factors and content preferences is essential for optimizing social media
strategies to enhance customer engagement and loyalty effectively, this understanding
should guide the strategic application of tailored content and interaction approaches to
maximize engagement and loyalty outcomes in the hospitality industry.
5.2 Recommendations
Recommendation Objective Mean Score Standard
Deviation
Justification
Enhance Content
Diversity
4 2.12
(Interactive
Polls)
1.243 Interactive content like
polls shows slightly higher
engagement compared to
other content types,
suggesting that a more
diverse range of engaging
and interactive content
could significantly
increase user interaction.
Tailor Content to
Demographics
3 2.04
(Demographic
Influence)
1.228 The moderate influence of
demographic factors on
engagement indicates the
potential for increased
engagement by tailoring
content more closely to
specific demographic
characteristics.
Increase Frequency
of Interactive Posts
4 2.12
(Interactive
Polls)
1.243 Higher engagement with
interactive polls suggests
that increasing the
frequency of such content
could foster deeper user
engagement and enhance
56
the overall interactive
experience.
Develop Targeted
Promotional
Campaigns
4 2.07
(Promotional
Posts)
1.186 While promotional posts
capture interest, their
moderate engagement
score indicates room for
improvement by making
promotions more targeted
and relevant to the
audience's interests and
behaviors.
Strengthen
Customer
Relationships
through
Engagement
2 2.13 (Loyalty
Increase)
1.243 Given the correlation
between engagement
activities and loyalty,
focusing on strengthening
relationships through
consistent and meaningful
engagement can enhance
customer loyalty and
repeat visits.
Leverage User
Feedback for
Content
Customization
4 2.11
(Informational
Content)
1.249 The usefulness of
informational content and
its higher mean score
suggest leveraging user
feedback to refine content
strategies, ensuring the
information provided
meets user needs and
enhances perceived
value.
Optimize Content
for Maximum
Reach and Impact
1 1.96 to 2.09
(Engagement
Levels)
1.176 to
1.202
Moderate engagement
levels across activities
indicate a need to
optimize content for
maximum reach and
impact, possibly through
57
A/B testing to determine
what resonates best with
the audience.
The recommendations derived from the results emphasize strategic enhancements in
content diversity and demographic tailoring to maximize engagement on Facebook;
promotional campaigns need to be more targeted, leveraging data insights to match user
preferences and behaviours. Interactive content like polls, with a mean score of 2.12 and a
standard deviation of 1.243, indicates that users engage more with content that involves
them actively, suggesting a shift towards more dynamic interaction methods could be
beneficial, thus, focusing on strengthening customer relationships through consistent and
meaningful engagement could significantly boost loyalty, as evidenced by a mean score of
2.13 in loyalty increase metrics, also, utilizing user feedback to customize informational
content, which scored a mean of 2.11, can make communications more relevant and
valuable to users, potentially enhancing perceived value and satisfaction.
Optimizing content to achieve maximum reach and impact involves understanding what
types of posts yield the highest engagement, with current engagement levels ranging from
1.96 to 2.09, this suggests a potential for growth by identifying and scaling high-performing
content types and formats, also, increasing the frequency of interactive posts not only
maintains user interest but also fosters a sense of community and interaction that can lead
to deeper engagement and loyalty, thus, addressing these areas, hotels can improve their
strategic use of Facebook, transforming it from a mere promotional tool to a powerful
engagement and loyalty-building platform.
58
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Appendix
Appendix 1: Questionnaire
CONSENT FORM FOR PARTICIPANT
Title of Project: "Exploratory Study of Customer Engagement through Facebook and Its
Influence on
Brand Loyalty in Scotland hotels: Case Study of Edinburgh.
Research Aim: To explore the impact of customer engagement through Facebook on brand
loyalty among hotels in Edinburgh, and to derive actionable insights that can enhance social
media marketing strategies within the local hospitality industry.
Name of Researcher: Adenuga Damilola
Email: <PRESIDIO_ANONYMIZED_EMAIL_ADDRESS>
Circle yes or no for each statement below
1. I confirm that I have read and understand the participant
information sheet dated DATE (Version …….) for the above study.
I have had the opportunity to consider the information, ask
questions and have had these answered satisfactorily.
YES / NO
2. I understand that my participation is voluntary and that I am free
to withdraw at any time without giving any reason. Withdrawing will
not affect any of my rights.
YES / NO
3. I agree for data collected to be used in future ethically approved
research.
YES / NO
4. I agree to take part in the above study. YES / NO
5. I will answer correctly to the best of my knowledge YES / NO
Name of Participant Date Signature
Name of Person taking
consent
Date Signature
70
Demographic Section Options
1. Gender - Male
- Female
- Non-binary
- Prefer not to say
2. Age Group - 18-24
- 25-34
- 35-44
- 45-54
- 55+
3. Educational Qualification - Secondary School
- Associate degree
- Bachelor's Degree
- Master's Degree
- Doctorate
- Other (please specify)
4. How often do you use Facebook? - Daily
- Weekly
- Monthly
- Rarely
- Never
5. Are you a resident in Edinburgh - Yes
- No
6. If not, where are you from? kindly state.
7. How often do you travel to Edinburgh? - Frequently (once a month or
more)
- Occasionally (a few times a
year)
- Rarely (once a year or less)
- Never
8. Have you stayed in a hotel in Edinburgh in the
past year?
- Yes
- No
9. Do you follow your favourite Hotels/ Restaurants
page on Facebook.
- Yes
- No
71
10. Do you use the Facebook posts of the hotels, to
follow up with their daily trends and promotions.
- Yes
- No
These are the objectives we are aiming to accomplish with the research.
Objective 1: To assess the impact of these engagement strategies on customer interactions,
such as likes, comments, shares, and overall engagement rates.
Objective 2: To investigate how Facebook engagement correlates with indicators of brand
loyalty, such as repeat visits, positive reviews, and customer referrals.
Objective 3: To determine the demographic characteristics of the customers most actively
engaging with these hotels on Facebook and their correlation with loyalty metrics.
Objective 4: To analyse the effectiveness of diverse types of content (e.g., promotional
posts, informational content, interactive polls) in fostering customer engagement and loyalty.
Using the 5-point Likert scale from "Strongly Disagree" to "Strongly Agree" kindly choose
one of the options for the questions below.
Question Strongly
Disagree
Disagree Neutral Agree Strongly
Agree
I often like posts from
Edinburgh hotels on
Facebook. (Leung
and Tanford, 2015).
1 2 3 4 5
I frequently comment
on posts from
Edinburgh hotels on
Facebook.(Vaiciukyna
ite et al., 2022).
1 2 3 4 5
I regularly share posts
from Edinburgh hotels
on my Facebook
timeline. (Bitter and
Grabner-Kräuter,
2016)
1 2 3 4 5
72
The content posted by
Edinburgh hotels on
Facebook is
engaging. (Minazzi,
2020).
1 2 3 4 5
I feel more connected
to Edinburgh hotels
that have an active
Facebook presence.
(Varkaris, and
Neuhofer, 2017).
1 2 3 4 5
I am more likely to
revisit a hotel in
Edinburgh if I have
engaged with their
Facebook posts.
(Touni et al., 2019).
1 2 3 4 5
Positive engagement
with hotel posts on
Facebook influences
me to leave positive
reviews. (Hur, and
Jang, 2023).
1 2 3 4 5
I recommend hotels in
Edinburgh to others
based on their
Facebook contents.
(Ferrer-Rosell et al.,
2020).
1 2 3 4 5
My loyalty to a hotel
increases with my
interactions on their
Facebook page.
(Sánchez-Casado et
al., 2019).
1 2 3 4 5
73
Engaging with hotel
Facebook posts
impacts my decision
to stay at the same
hotel again. (Chawla
and Chodak, 2021).
1 2 3 4 5
I actively follow and
engage with
Edinburgh hotel
pages on Facebook.
(Minazzi, 2022).
1 2 3 4 5
My engagement with
hotels on Facebook
reflects my overall
loyalty to the brand.
(Tatar, and
Eren-Erdoğmuş,
2016).
1 2 3 4 5
My demographic (age,
gender, income)
influences my
engagement with
hotel Facebook
pages. (Tran et al.,
2019).
1 2 3 4 5
I see a correlation
between my
Facebook
engagement and my
likelihood to visit the
hotel. (Yoong and
Lian, 2019).
1 2 3 4 5
74
My demographic
characteristics
influence my loyalty to
hotels I engage with
on Facebook. (Tran et
al., 2019).
1 2 3 4 5
Promotional posts
from Edinburgh hotels
on Facebook capture
my interest. (Coelho
et al., 2016)
1 2 3 4 5
Informational content
posted by Edinburgh
hotels on Facebook is
useful to me. (Cvijikj,
and Michahelles,
2013).
1 2 3 4 5
Interactive polls from
Edinburgh hotels on
Facebook increase
my engagement.
(Cvijikj, and
Michahelles, 2013).
1 2 3 4 5
Different types of
content on Facebook
influence my loyalty to
the hotel brand.
(Tatar, and
Eren-Erdoğmuş,
2016).
1 2 3 4 5
75
I prefer certain types
of Facebook content
(e.g., promotions, info,
polls) over others from
hotels. (Coelho et al.,
2016)
1 2 3 4 5
Appendix 2: Frequency
Gender1
Frequency Percent Valid Percent
Cumulative
Percent
Valid Female 56 49.6 49.6 49.6
Male 57 50.4 50.4 100.0
Total 113 100.0 100.0
Age group
Frequency Percent Valid Percent
Cumulative
Percent
Valid 18 - 24 39 34.5 34.5 34.5
25 -34 37 32.7 32.7 67.3
35 - 44 26 23.0 23.0 90.3
45 - 54 7 6.2 6.2 96.5
55+ 4 3.5 3.5 100.0
Total 113 100.0 100.0
Educational Qualification
Frequency Percent Valid Percent
Cumulative
Percent
Valid Associate Degree 18 15.9 15.9 15.9
Bachelor's
Degree
52 46.0 46.0 61.9
Doctorate 8 7.1 7.1 69.0
76
Master's Degree 24 21.2 21.2 90.3
Secondary School 11 9.7 9.7 100.0
Total 113 100.0 100.0
Do you have a facebook account
Frequency Percent Valid Percent
Cumulative
Percent
Valid No 1 .9 .9 .9
Yes 112 99.1 99.1 100.0
Total 113 100.0 100.0
If yes, how often do you use facebook
Frequency Percent Valid Percent
Cumulative
Percent
Valid Daily 66 58.4 58.9 58.9
Monthly 18 15.9 16.1 75.0
Rarely 3 2.7 2.7 77.7
Weekly 25 22.1 22.3 100.0
Total 112 99.1 100.0
Missing 1 .9
Total 113 100.0
Are you a resident in Edinburgh
Frequency Percent Valid Percent
Cumulative
Percent
Valid No 5 4.4 4.5 4.5
Yes 107 94.7 95.5 100.0
Total 112 99.1 100.0
Missing 1 .9
Total 113 100.0
77
If not, where are you from? kindly state
Frequency Percent Valid Percent
Cumulative
Percent
Valid Fife 1 .9 16.7 16.7
Glasgow 2 1.8 33.3 50.0
Leven. 1 .9 16.7 66.7
Nigeria 2 1.8 33.3 100.0
Total 6 5.3 100.0
Missing 107 94.7
Total 113 100.0
How often do you travel to Edinburgh?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Frequently (once a
month or more)
64 56.6 57.1 57.1
Never 1 .9 .9 58.0
Occasionally (a few
times a year)
30 26.5 26.8 84.8
Rarely (once a year or
less)
17 15.0 15.2 100.0
Total 112 99.1 100.0
Missing 1 .9
Total 113 100.0
Have you stayed in a hotel in Edinburgh in the past year?
Frequency Percent Valid Percent
Cumulative
Percent
Valid No 5 4.4 4.4 4.4
Yes 108 95.6 95.6 100.0
Total 113 100.0 100.0
78
Do you follow your favourite Hotels/ Restaurants page on
Facebook.
Frequency Percent Valid Percent
Cumulative
Percent
Valid No 5 4.4 4.4 4.4
Yes 108 95.6 95.6 100.0
Total 113 100.0 100.0
Do you use the Facebook posts of the hotels, to follow up
with their daily trends and promotions.
Frequency Percent Valid Percent
Cumulative
Percent
Valid No 8 7.1 7.1 7.1
Yes 105 92.9 92.9 100.0
Total 113 100.0 100.0
79