Influence of Social Media Marketing on Customer Loyalty in Luxury Hotels in South Africa

Purpose: The aim of the study was to assess the influence of social media marketing on customer loyalty in luxury hotels in Kenya. Materials and Methods: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study found that effective social media strategies, such as engaging content and personalized interactions, foster a strong emotional connection between luxury hotels and their guests. This emotional engagement, often cultivated through visually appealing posts and authentic storytelling, enhances brand perception and trust, leading to increased customer loyalty. Furthermore, user-generated content and reviews shared on social platforms contribute to a sense of community among customers, reinforcing their loyalty to the brand. Overall, luxury hotels that leverage social media marketing not only attract new customers but also cultivate a loyal clientele that feels valued and connected to the brand's identity. Implications to Theory, Practice and Policy: Relationship marketing theory, social exchange theory and brand loyalty theory may be used to anchor future studies on assessing influence of social media marketing on customer loyalty in luxury hotels in Kenya. Luxury hotels should prioritize developing personalized marketing strategies that leverage data analytics to understand customer preferences. As hotels utilize data for personalized marketing, clear policies regarding data privacy and security must be established.