Assessing social media marketing effectiveness using multiple scales: a comparative study of the hospitality and insurance sectors in Sri Lanka

Purpose This study aims to examine the effectiveness of social media marketing (SMM) through a multi-method approach, with a particular focus on hospitality and insurance sectors in Sri Lanka. Addressing a discernible gap in the extant literature, the research transcends the constraints of mono-method approaches by adopting a holistic and integrated framework for evaluating the effectiveness of SMM through the application of the stimulus–organism–response theory. Design/methodology/approach Using a multi-method approach, the study integrates matrix analysis, sentiment analysis utilising Natural Language Processing tools and survey-based consumer engagement metrics. This multi-method strategy facilitates a robust and comprehensive assessment of the effectiveness of SMM across distinct industry domains. Findings The findings underscore consumer attention, action and commitment as pivotal indicators of the effectiveness of SMM. Furthermore, the study reveals that the effectiveness of SMM is not uniformly consistent across measurement scales, industries or individual organisations. Notably, Google Reviews emerge as a strategically significant channel for consumer feedback. The hospitality sector exhibits markedly superior performance relative to the insurance industry. Practical implications As a novel study using multiple evaluative scales concurrently, it offers actionable insights for practitioners. It advocates the adoption of advanced analytics and emotionally resonant content, tailored to specific industry and organisational contexts. The study concludes that the effectiveness of SMM must be contextualised, reflecting sectoral, cultural and firm-level nuances. Originality/value The research contributes to the discourse on the effectiveness of SMM in three ways. Firstly, it pioneers the use of S-O-R theory to measure SMM effectiveness. Secondly, it advances a multi-method evaluation framework, addressing the limitations inherent in single-method studies. Thirdly, it enriches theoretical understanding by contextualising social media strategies, thereby challenging the applicability of conventional engagement models across divergent sectors.