Facebook marketing campaign benchmarking for a franchised hotel
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 19 March 2018
Abstract
Purpose
This study aims to develop a performance evaluation model for Facebook (FB) marketing campaigns (FBMCs) for a franchised hotel, distinguish four quadrants based on efficiency and customer attention and suggest improvements for inefficient FBMCs based on the slack value analysis.
Design/methodology/approach
The paper applied the elaboration likelihood model to select three inputs (text, picture and color) and three outputs (number of people reached; reactions, comments and shares; and clicks on post) based on the literature and expert opinions to assess 60 FBMCs for hotels through data envelopment analysis and a robustness test. The four-quadrant analysis (benchmark, improvements in efficiency and customer attention and fade-out) provides suggestions for underperforming FBMCs.
Findings
The results indicate that the efficiency of the greeting FBMCs is better than that of the event and promotion FBMCs. The projection of input value analysis showed that an average of 50 words, one picture and six colors is the benchmark of FBMCs.
Research limitations/implications
Sixty FBMCs for the same franchised hotel were examined. Further research could extend this model to different hotels for generalization.
Practical implications
The findings suggest that developing shorter text lengths, concise photos and colors of greeting messages on FB could be efficient for FBMCs.
Originality/value
This paper contributes in assessing the performance of FBMCs to identify the benchmark FBMCs with the higher efficiency and more customer attention for a franchised hotel.
Keywords
Citation
Lo, Y.C. and Fang, C.-Y. (2018), "Facebook marketing campaign benchmarking for a franchised hotel", International Journal of Contemporary Hospitality Management, Vol. 30 No. 3, pp. 1705-1723. https://doi.org/10.1108/IJCHM-04-2017-0206
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited