ABSTRACT

This study examined the influence of social media on customer perceptions of hotel services in Osisioma, Abia State, with a focus on four key platforms: Facebook, Instagram, Twitter, and TripAdvisor. The research aims to evaluate how engagement on these platforms affects customer understanding, trust, and decision-making. A descriptive survey design was adopted, and data was collected from 350 respondents using structured questionnaires. The data were analyzed using descriptive and inferential statistics, including frequencies, percentages, means, and Pearson Correlation Analysis method to test the hypotheses. The findings reveal that social media platforms play a significant role in shaping customer perceptions of hotel services. Facebook enhances customer understanding and trust through interactive engagement, while Instagram’s visually driven content creates emotional connections and drives bookings. Twitter was found to improve customer service through real-time responses and proactive feedback management. TripAdvisor emerged as a critical platform for decision-making, with reviews and ratings influencing customer trust and booking choices. Positive reviews enhance trust, while negative feedback discourages patronage. The study concludes that social media is an indispensable tool for the hospitality industry, offering opportunities to improve customer engagement, build trust, and drive bookings. Based on the findings, it is recommended that hotels in Osisioma adopt a multi-platform social media strategy that includes engaging content, professional visuals, prompt customer service, and effective reputation management. These strategies will enable hotels to remain competitive and meet the expectations of tech-savvy customers. This study contributes to the growing body of knowledge on the impact of social media in the hospitality industry and provides actionable insights for hotels seeking to leverage digital platforms to enhance customer satisfaction and service quality.