Аннотация
This study explores how social media marketing contributes to enhancing hotel brand attractiveness. It examines the influence of key social media marketing dimensions, including content quality, visual appeal, information relevance, electronic word-of-mouth (eWOM), and customer engagement, on consumers' perceptions of hotel brands. A quantitative research approach was adopted. Data were collected through an online survey of 250 respondents who had previous experience using hotel services. The collected data were analyzed using IBM SPSS Statistics. The reliability of the measurement scales was confirmed using Cronbach's Alpha, while Pearson correlation and multiple regression analyses were employed to evaluate the relationships between social media marketing factors and hotel brand attractiveness. The findings indicate that social media marketing plays a significant role in shaping hotel brand attractiveness. Among the examined factors, high-quality content, engaging visual materials, and positive electronic word-of-mouth were found to have the strongest influence on consumers' perceptions of hotel brands. The results also highlight the importance of maintaining active communication with customers through social media to strengthen brand image and increase customer interest. The findings provide practical insights for hotel managers seeking to improve digital marketing strategies, strengthen brand positioning, and enhance customer engagement through social media platforms.