Abstract
This study explores the consequences of sales promotion on firms' performance on social networking sites (SNS) for a period of 13-years (2008–2020), controlling company-specific and external conditions (economic and pandemic). This study finds that American lodging companies do not use SNS media to reach their full potential since the negativity effect in the interaction between promotion and consumer engagement weighs more heavily than the positivity effect on business value. What their consumers like and dislike makes the current promotion strategy through social sites can jeopardize the performance of US accommodation companies. As the first longitudinal study of SNS promotion according to supply-and-demand perceptions, this study adds new, unique theoretical insights to social media marketing literature and provides practical guidelines for optimal integrated promotion strategies.
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