SNS and Brand Loyalty of the Millennial: A Case of Hong Kong Hotel Industry

Abstract

Social media or social network system (SNS) is a critical medium for a firm to build relationships with consumers. This study attempts to explore social media features that contribute to enhancement of brand loyalty of millennials in the context of the Hong Kong hotel industry. We found that with Facebook, the most intensively and extensively used social media, the ‘number of Likes’ on the posted photo (or material) and the presence of ‘celebrity’ in the posted photo significantly enhances brand loyalty of the millennial. Featuring a celebrity in the posting was particularly effective in enhancing cognitive loyalty when the post had a low number of ‘Likes’. Interesting and important implications of the findings are discussed.