Exploring the adoption and measurement of social media marketing in Irish independent owned Hotels

This study takes a small sample of Irish independently owned hotels and explores the adoption and measurement of Social Media Marketing (SMM) through an online survey. In recent years, the measurement of organisations SMM... [ view full abstract ]

This study takes a small sample of Irish independently owned hotels and explores the adoption and measurement of Social Media Marketing (SMM) through an online survey. In recent years, the measurement of organisations SMM efforts has gained attention, however there still exists a gap in our understanding of adoption and measurement from an Irish perspective. The majority of existing research is associated with larger businesses and does not particularly deal with small-medium businesses. Furthermore, it tends to be concentrated on the technical, social and commercial use of the different Social Media (SM) platforms rather than investigating the adoption and measurement of such platforms.