The Influence of Hotel Brand Image in Social Media Marketing on Consumer Purchase Behavior

Abstract

In the post-epidemic era, many hotels want to win a high market share. And with the development of the times and the enhancement of consumers' brand awareness, the power of hotel brands is becoming more and more important. There are many ways for hotels to enhance their brand image. In addition to traditional ways, social media is currently a popular way. At present, more and more hotels are opening all over the country, and various brands emerge endlessly. In the frenziedly competitive hotel market, exploring the purchasing behavior of consumers and seeing how consumers choose is basically the brand image establishment process of a hotel. Through literature review, this article identified two attitudinal variables that have an important impact on consumer purchasing behavior, namely social media marketing and hotel brand image. Through understanding relevant cases and relevant data analysis, the study found that social media marketing is an important window for hotel brand display, and brand-related advertisements and third-party evaluations will affect consumers' purchasing behavior.