THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND LOYALTY IN THE HOSPITALITY INDUSTRY

Abstract

Restoring and developing the tourism and hotel industry after the COVID-19 pandemic by taking advantage of marketing and communication activities on digital platforms is one of the directions of many localities in Vietnam, especially in Danang city. With the purpose of evaluating the impact of social media marketing activities on brand loyalty through the mediation of brand love and perceived quality, quantitative research was conducted on 352 respondents. From an academic
perspective, the research results reinforce theories on social media marketing activities and brand loyalty that can be used as reference for future research on relevant aspects. In practice, the results can be applied in appropriate social media marketing strategies to contribute to the longterm development of hotel business in Danang, Vietnam.