Research Article
Examining Luxury Hotels’ Social Media Marketing on Customer Engagement Using Big Data Analytics and Natural Language Processing
@INPROCEEDINGS{10.4108/eai.27-7-2021.2316863, author={Sukmasari Triana Gita Putri and Arga Hananto}, title={Examining Luxury Hotels’ Social Media Marketing on Customer Engagement Using Big Data Analytics and Natural Language Processing}, proceedings={Proceedings of the 4th International Conference on Economics, Business and Economic Education Science, ICE-BEES 2021, 27-28 July 2021, Semarang, Indonesia}, publisher={EAI}, proceedings_a={ICE-BEES}, year={2022}, month={3}, keywords={customer engagement social media marketing luxury hotel natural language processing big data}, doi={10.4108/eai.27-7-2021.2316863} }- Sukmasari Triana Gita Putri
Arga Hananto
Year: 2022
Examining Luxury Hotels’ Social Media Marketing on Customer Engagement Using Big Data Analytics and Natural Language Processing
ICE-BEES
EAI
DOI: 10.4108/eai.27-7-2021.2316863
Abstract
During this pandemic, stakeholders of tourism and hospitality in Indonesia have to adjust their strategy to survive. Even though most Indonesia users are active and consumptive on the Internet, they need motivational drives such as an engagement to spend money for leisure. This research will examine the impact of social media marketing (SMM) on customer engagement in luxury hotels during the pandemic situations by utilizing the real time benefits of big data. Firstly, formed panel data of SMM and customer engagement. Researchers scripted real time data from social media accounts of the hotels then use natural processing language (NLP) and automated text analysis to processed the data. Then, for the impact analysis, researchers utilized a panel data regression from the transformed data panel. The results were describing the SMM related to four dimensions which are entertainment, trendiness, interaction, customization, and also the engagement activities. The results discovered that the random-effect model was suitable to determine the influence of SMM on customer engagement. During the pandemic, customer engagement was influenced by other unobservable variables besides entertainment, trendiness, customization, and interaction dimension. The marketer and hoteliers can get new perspectives about overcoming SMM on Instagram during this pandemic. Based on the previous study that has been done in luxury brands, this study will be more useful for tourism and hospitality stakeholders.