Temporal analysis of social media strategies by hotel chains in response to COVID lockdown

Abstract

This study analyzed the Twitter users' engagement/reaction to covid-19 and non-covid-19 related messages. The tweets of six different hotel chains have been analyzed during three time periods (pre-covid, covid, and post-covid). Twitter data was collected for the said time period and the data was analyzed using t-test, ANOVA, and Tukey's test. The analysis shows that the covid related messages gain more traction than non-covid related messages. Tweets related to global success of the organization, covid-19 and its prevention, ingratiation and social activities gather more number of likes and retweets when compared to other communication strategies. Also, tweets containing videos and photos engage the users more when compared to tweets containing text and link.