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Two aspects are considered: communication activity and stakeholder engagement through this social media platform.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title><jats:p>\u2013 Based on a content analysis, data on 109 Spanish hotel chains are collected to describe current practices and identify significant relationships among different variables.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>\u2013 The main findings include that their Facebook presence, audiences and levels of activity are positively related to hotel size, while stakeholder engagement is higher in small hotel chains and seems to be influenced by content and media types.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>\u2013 This research contributes to previous research by providing an assessment of corporate Facebook in the hospitality industry (Spanish hotel chains). The paper considers two aspects: communication activity and stakeholder engagement through this social media platform.<\/jats:p><\/jats:sec>","DOI":"10.1108\/k-07-2014-0136","type":"journal-article","created":{"date-parts":[[2015,7,7]],"date-time":"2015-07-07T10:40:54Z","timestamp":1436265654000},"page":"771-787","source":"Crossref","is-referenced-by-count":24,"title":["Corporate Facebook and stakeholder engagement"],"prefix":"10.1108","volume":"44","author":[{"given":"Enrique","family":"Bons\u00f3n Ponte","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Elena","family":"Carvajal-Trujillo","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Tom\u00e1s","family":"Escobar-Rodr\u00edguez","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","reference":[{"key":"key2020122400122647900_b1","doi-asserted-by":"crossref","unstructured":"Aaker, L.J. 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