Examining the impact of social media marketing on customer relationship management: A structural equation modeling approach using partial least squares in classified hotel establishments in Algeria

This study aimed to determine the impact of social media marketing on customer relationship management in hotel establishments.To achieve this goal, a questionnaire was designed and distributed to 321 customers who follow the social media pages of classified hotel establishments in Algeria, using the facilitated sampling method.The applied aspect of the study relied on SPSS.26 for descriptive analysis and SmartPLS4 for structural equation modeling using partial least squares.The most important results of this study were that all dimensions of social media marketing influence customer relationship management in the hotel establishments under study, with the exception of the interaction and personalization dimensions.It also became clear that word-of-mouth was the most influential dimension on customer relationship management across all its dimensions.Finally, the study presented a set of proposals regarding the adoption of social media marketing by classified hotel establishments in Algeria as a mechanism for customer relationship management.