Social Media Marketing and its Impact on Consumer Trust and Satisfaction in the Hospitality Industry

Abstract

Social media marketing has become an integral component of the hospitality industry, offering businesses a unique platform to engage with potential guests, promote services, and build brand awareness. This paper explores the impact of social media marketing on consumer trust and satisfaction in the hospitality industry. By leveraging platforms such as Instagram, Facebook, and Twitter, hospitality businesses can create personalized and engaging content that fosters direct communication with consumers. The study highlights how social media marketing influences consumers' trust in brands, their satisfaction levels, and their likelihood to make purchasing decisions. Findings suggest that consistent and transparent social media engagement enhances consumer trust, which in turn leads to higher satisfaction and loyalty. Additionally, personalized interactions and authentic content on social media contribute to a positive guest experience, further solidifying the importance of digital engagement in the hospitality sector.