{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,1,11]],"date-time":"2026-01-11T15:45:09Z","timestamp":1768146309058,"version":"3.49.0"},"reference-count":0,"publisher":"Koozakar LLC","issue":"1","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["SJTIA"],"abstract":"<jats:p>This study aims to analyze the influence of social media on consumer behavior, \naudience engagement, and reputation management in hotel selection and booking \ndecisions as well as compare pre- and post-social media reputation management \npractices. Data was collected through surveys and interviews with hotel guests and \nmarketing professionals. The analysis included descriptive statistics and comparative \nassessments of pre- and post-social media reputation management practices. The \nfindings indicate that promotional offers, user reviews, and visual content significantly \ninfluence consumer behavior in hotel selection and booking decisions. Collaboration \nwith influencers, user-generated content, live video content, and social media \nadvertising are the most effective strategies for audience engagement and brand \nbuilding, each with a 100% effectiveness rate. There is a notable shift in reputation \nmanagement practices, with a decrease in promptly addressing issues and providing \ncompensation, and an increase in seeking private resolutions through direct messages \npost-social media. Social media plays a critical role in shaping consumer behavior and \nbrand perception in the hotel industry. Effective social media strategies, particularly \nthose involving influencers and user-generated content, are essential for engaging \naudiences and building brand identity. This study provides valuable insights into the \nimpact of social media on consumer behavior and marketing in the hospitality industry. \nBy identifying effective social media strategies and examining changes in reputation \nmanagement, it offers practical guidance for hotels seeking to enhance their digital \npresence and customer engagement. The findings underscore the importance of \nleveraging social media to achieve greater business success and maintain a positive \nbrand reputation.<\/jats:p>","DOI":"10.69798\/75961823","type":"journal-article","created":{"date-parts":[[2025,7,22]],"date-time":"2025-07-22T10:29:29Z","timestamp":1753180169000},"page":"27-43","source":"Crossref","is-referenced-by-count":0,"title":["Beyond Likes and Shares: The Impact of Social Media on Consumer Behavior,  Audience Engagement, and Reputation Management in Hotel Selection and Booking Decisions"],"prefix":"10.69798","volume":"1","author":[{"name":"Federal University Otuoke, Nigeria","sequence":"first","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0009-0002-5471-3770","authenticated-orcid":false,"given":"Hembafan","family":"Ogoina","sequence":"first","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0003-1683-415X","authenticated-orcid":false,"given":"Aziba-anyam","family":"Raimi","sequence":"additional","affiliation":[]},{"name":"Federal University Otuoke, Nigeria","sequence":"additional","affiliation":[]},{"given":"Shammah","family":"Jonathan","sequence":"additional","affiliation":[]},{"name":"University of Africa Toru-Orua, Sagbama, Nigeria","sequence":"additional","affiliation":[]}],"member":"50185","published-online":{"date-parts":[[2025,7,1]]},"container-title":["Scientific Journal for Technology Management, Information and Artificial Intelligence"],"original-title":[],"deposited":{"date-parts":[[2026,1,11]],"date-time":"2026-01-11T13:04:40Z","timestamp":1768136680000},"score":1,"resource":{"primary":{"URL":"https:\/\/koozakar.com\/journals\/article\/KJ-88126800"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2025,7,1]]},"references-count":0,"journal-issue":{"issue":"1","published-online":{"date-parts":[[2025,7,1]]}},"URL":"https:\/\/doi.org\/10.69798\/75961823","relation":{},"subject":[],"published":{"date-parts":[[2025,7,1]]}}}