{"id":8070,"date":"2025-04-10T09:39:54","date_gmt":"2025-04-10T09:39:54","guid":{"rendered":"https:\/\/scai.kibu.ac.ke\/?p=8070"},"modified":"2025-12-24T03:52:24","modified_gmt":"2025-12-24T03:52:24","slug":"using-twitter-for-branding-hotel-strategies-in-kenya","status":"publish","type":"post","link":"https:\/\/kibu.ac.ke\/scai\/using-twitter-for-branding-hotel-strategies-in-kenya\/","title":{"rendered":"Using Twitter for Branding: Hotel Strategies in Kenya"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"8070\" class=\"elementor elementor-8070\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5bc7753e elementor-section-full_width elementor-section-height-min-height elementor-section-items-stretch elementor-section-height-default\" data-id=\"5bc7753e\" data-element_type=\"section\" id=\"ourgoal\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4b672467\" data-id=\"4b672467\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-76514d09 elementor-widget elementor-widget-theme-post-title elementor-page-title elementor-widget-heading\" data-id=\"76514d09\" data-element_type=\"widget\" data-widget_type=\"theme-post-title.default\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Using Twitter for Branding: Hotel Strategies in Kenya<\/h1>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4804350d elementor-section-height-min-height elementor-section-boxed elementor-section-height-default elementor-section-items-middle\" data-id=\"4804350d\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3e07a65d\" data-id=\"3e07a65d\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-7343a268 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7343a268\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-20949d43 elementor-invisible\" data-id=\"20949d43\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;animation&quot;:&quot;fadeIn&quot;,&quot;animation_mobile&quot;:&quot;none&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4942ee64 elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"4942ee64\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">2019<\/h2>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-33e1b5b0 elementor-invisible\" data-id=\"33e1b5b0\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;animation&quot;:&quot;fadeIn&quot;,&quot;animation_mobile&quot;:&quot;none&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-25ce2f20 elementor-widget elementor-widget-heading\" data-id=\"25ce2f20\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">KIBU Authors<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-26db6d35 elementor-invisible elementor-widget elementor-widget-text-editor\" data-id=\"26db6d35\" data-element_type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeIn&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Patrick Owoche<\/p><p>Samuel Mbugua<\/p><p>Anselemo Ikoha<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-73d8308b elementor-invisible\" data-id=\"73d8308b\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;animation&quot;:&quot;fadeIn&quot;,&quot;animation_mobile&quot;:&quot;none&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2c5855e3 elementor-tablet-align-left elementor-invisible elementor-widget elementor-widget-button\" data-id=\"2c5855e3\" data-element_type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeInLeft&quot;}\" data-widget_type=\"button.default\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm elementor-animation-shrink\" href=\"https:\/\/ijarcce.com\/wp-content\/uploads\/2019\/05\/IJARCCE.2019.8444.pdf\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">VIEW ON PUBLISHER SITE<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-52e1d101 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"52e1d101\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-4541f8e9 elementor-invisible\" data-id=\"4541f8e9\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;animation&quot;:&quot;fadeIn&quot;,&quot;animation_mobile&quot;:&quot;none&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-680aeb22 elementor-widget elementor-widget-heading\" data-id=\"680aeb22\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Abstract<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6ceb5644 elementor-invisible elementor-widget elementor-widget-text-editor\" data-id=\"6ceb5644\" data-element_type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeIn&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Globalization, mobile computing and changes in consumer behaviour are aspects brought about by the new developments in IT that are changing the way business organizations conduct their business. Branding in travel and tourism industry is no exception and the practitioners must consider social media in their online branding strategies. This paper examines the extent to which the hotel industry uses Twitter social networking site in their branding strategies. The study used media content analysis to investigate 35 star rated hotels Twitter account in Kenya. Twitter posts timing, content type and engagement metrics were analysed. The results indicate that the timing of tweets and the Twitter post media type have a bearing on the rate of engagement. On the practical side, this study shades light on how Twitter is utilized by hotels for branding purposes and creates recommendations on how hotels can optimize customer engagement with their tweets. The study also enriches literature in the use of Twitter as a branding tool.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>2019 KIBU Authors Patrick Owoche Samuel Mbugua Anselemo Ikoha VIEW ON PUBLISHER SITE Abstract Globalization, mobile computing and changes in consumer behaviour are aspects brought about by the new developments in IT that are changing the way business organizations conduct their business. Branding in travel and tourism industry is no exception and the practitioners must [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[],"class_list":["post-8070","post","type-post","status-publish","format-standard","hentry","category-research-list"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Using Twitter for Branding: Hotel Strategies in Kenya - School of Computing &amp; Informatics<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/kibu.ac.ke\/scai\/using-twitter-for-branding-hotel-strategies-in-kenya\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Using Twitter for Branding: Hotel Strategies in Kenya - School of Computing &amp; Informatics\" \/>\n<meta property=\"og:description\" content=\"2019 KIBU Authors Patrick Owoche Samuel Mbugua Anselemo Ikoha VIEW ON PUBLISHER SITE Abstract Globalization, mobile computing and changes in consumer behaviour are aspects brought about by the new developments in IT that are changing the way business organizations conduct their business. 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