A Schema-based Perspective to Understanding Hotel Social Media Content Strategy

Social media marketing has focused on content strategy for understanding the factors which distinguish “highly liked” content apart. This conceptual paper sought to provide a theory-based perspective to explore and delineate what determines the favorability of hotel social media content. Several propositions are discussed regarding how to leverage schema-based theoretical mechanisms underlying consumers’ preferences toward hotel social media content. A model of Schema Congruency in Hotel Social Media Content is proposed as a means in which hotel brands can create hotel social media content likely to receive positive responses from consumers.