SODEKE Adewunmi Oluwakemi
Department of Marketing
Ogun State Institute of Technology Igbesa, Ogun State, Nigeria
sodekea@gmail.com
OPEOLUWA Olumakinwa Adebayo
Department of Marketing
Ogun State Institute of Technology Igbesa, Ogun State, Nigeria
opeoluwaak@gmail.com
ABSTRACT
As a result of the Internet revolution, business processes are getting more complex and flexible. There is no doubt that technology and digital media utilization are increasingly becoming essential components of effective business strategies.
In the hospitality business, using the Internet to sell destinations, resorts, hotels, experiences, etc. and engaging with customers, is currently typical. Adopting a survey research method, this study examined the influence of digital advertising on the effect of brand equity on satisfaction of customer of Crown City hotel in Ogun State. Between July and August 2023, 353 randomly selected social media followers of Crown City hotel were given a self-administered questionnaire using Google form. The frequency distribution, percentages, and regression analysis results revealed that credibility is important in retaining loyal clients in the hotel industry. As a result, it is advised that firms in hospitality sector should focus on their reputation, perceived value, and environmental factors to boost customer satisfaction.
Keywords: Brand equity, customer satisfaction, digital media utilization social media advertising