Social Media Content and Customer Engagement in 4- to 5-Star Hotels in Peru

Benito A.; Huaman B.; Rojas-Suarez C. · Smart Innovation, Systems and Technologies (2025) · DOI: 10.1007/978-981-96-3081-3_44

Resumen

This research analyzes the impact of social media content on customer engagement in the hotel sector, focusing on two key aspects: electronic word-of-mouth (eWOM) and perceived value. Previous studies on how different types of social media content (informative, entertaining, or relational) influence eWOM are limited. To address this gap, the study employs a quantitative approach with an explanatory scope. The sample consisted of 153 individuals, aged 20–46, who had stayed at least once in a 4- or 5-star hotel in major cities in Peru. The analysis revealed that customer engagement is not significantly influenced by the type of social media content. However, eWOM and perceived value play a crucial role in shaping customer engagement. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.

Instituciones: Universidad Peruana de Ciencias Aplicadas