Hashtag Power through SNS Advertising: Achieving Brand Loyalty Based on Customer Engagement within the Egyptian Tourism and Hospitality Market

Document Type : Original Article

Authors

1 Faculty of Tourism and Hotels-Alexandria University

2 Pharos University in Alexandria,Faculty of Tourism and Hotel Management

Abstract

Universally, Over 60% of people use social media platforms daily which reflect the role of social media "reach" that organizations could have when launching a social media campaign. Including a hashtag in social media campaigns is an approach to increase reach as using hashtags helps increase social media audience and interaction. Hence, this paper aims to investigate the power of hashtag to boost hospitality and tourism services especially after the dominance of social network services (SNS) in digital marketing during the last decade. Also the paper aims to explore the role of hashtag to achieve customer loyalty for tourism and hospitality organizations based on their engagement in the hashtag. Using the questionnaire form as a data collection tool, the research sample includes potential customers who use SNS to decide using specific tourism and hostility service within the Egyptian market. All hypotheses tested via PLS structural equation modeling. the research findings help tourism and hospitality organizations to boost marketing campaigns via SNS and achieve more reach for their marketing campaign, in addition, the research focuses on exposing the awareness of hashtag value to make marketing more reachable by customers. The research focuses on one of the most successful marketing approach which is used widely and achieves high reach percentages that reflect more customer engagement and achieve their loyalty.

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