THE ROLE OF SOCIAL MEDIA MARKETING IN ENHANCING HOTEL BRAND AWARENESS AND BUILDING CUSTOMER LOYALTY

Abstract

In the era of digital transformation, social media marketing has become one of the most influential tools for enhancing brand visibility and fostering customer loyalty in the hospitality industry. Hotels increasingly utilize social media platforms to communicate with customers, promote services, strengthen brand identity, and manage online reputation. This study examines the role of social media marketing in enhancing hotel brand awareness and building customer loyalty. The article analyzes the impact of customer engagement, user-generated content, influencer marketing, online reputation management, and personalized communication on consumer behavior. Furthermore, it explores the contribution of artificial intelligence and social media analytics to improving marketing effectiveness and customer relationship management. The findings suggest that effective social media strategies significantly increase customer trust, brand recognition, customer retention, and long-term competitiveness. The study concludes that social media marketing has evolved from a promotional tool into a strategic asset that contributes to sustainable growth and competitive advantage in the hospitality sector.