The role of sustainable social media content in enhancing customer loyalty in the hospitality industry

Abstract

Purpose This study examines how sustainable social media content infuences customer loyalty in the hospitality industry, distinguishing between the efects of frm-generated content (FGC) and user-generated content (UGC) across diferent demographics. Despite the growing signifcance of social media sustainability practices, limited research explores their direct impact on customer loyalty, particularly in the hospitality sector. Design/methodology/approach A mixed-method approach was applied. A conceptual model was developed based on a literature review and tested using survey data from 220 social media specialists and hotel clients in Egypt, complemented by 10 expert interviews. Findings Both FGC and UGC signifcantly enhance customer loyalty. However, education moderates the relationship between UGC and customer loyalty but does not moderate the impact of FGC. Other demographic factors (age, gender, occupation) were found to have no signifcant efect. Research implications/limitations The study is confned to the hospitality sector in Egypt and uses a snowball sampling method, which may limit generalizability. Future research could explore diferent sectors and geographic contexts. Originality/value This study addresses a critical research gap by being among the frst to examine how sustainable social media content—both frm-generated and user-generated—afects customer loyalty in the hospitality industry. It contributes to the literature by highlighting the moderating role of education, ofering valuable insights for marketers seeking to optimize sustainable digital strategies.