Innovative social media strategies to build brand equity : boutique hotels in Malta

Abstract

Aim: This study sets out to identify the innovative social media strategies, if any, that are used by boutique hotels to build brand equity. Research Questions: The main research question of this study is: To what extent are boutique hotels using innovative social media strategies to build brand equity? Following this, this study is guided by three research sub-questions. Which innovative social media strategies are being adopted by boutique hotels in Malta? How is social media being used to build brand equity? What type of social media is being used as part of the innovative strategies? Methods Used: This study adopts a qualitative research methodology approach. Interviews were conducted with ten participants from five boutique hotels located in Senglea, Cospicua, Ta’ Xbiex, Gudja and Valletta. Participants were asked to provide a deeper understanding of innovation and how innovative social media strategies are being used to build brand equity. Main Findings: The results of this study show that participants widely regard social media as a key driver to build brand equity. The data collected shows that participants aim to sell their experiences on their social media platforms rather than focusing on generating direct revenue. In addition to this, six strategies being used by boutique hotels to build their brand were identified. This dissertation demonstrates how Facebook and Instagram are the main social media platforms being used by boutique hotels to reach and engage with their customers. Conclusion: The literature on social media draws various comparisons with the data collected from the interviews. Particularly, the positive correlation between social media and brand equity. Boutique hotels need to publish content on social media to guide customers during their buying process. When doing so, boutique hotels need to ensure that their content is innovative and different from their competitors in order to draw attention from their customers.