This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Novi Sad School of Business , Novi Sad , Serbia
Novi Sad School of Business , Novi Sad , Serbia
Novi Sad School of Business , Novi Sad , Serbia
Social networks play an important role in various fields of companies' businesses. Numerous studies deal with analyzing the content shared with followers through these modern communication channels. What is shown through social networks are promises that are created and presented to followers to make a sale and build an emotional connection with them. On the other hand, followers (buyers, consumers, tourists, visitors) during and after buying a product or using a specific service compare what they were promised with what they got. They often share their experiences with others through word of mouth and electronic communication media (online reviews). The research subject is a comparative analysis of the content published on the Instagram profiles of four hotels from the Republic of Serbia with reviews available on the Tripadvisor.com portal. That is, the goal is to determine whether and to what extent visitors comment on the elements promoted through the Instagram profile when reviewing. This research analyzed 452 posts and 27 reviews identified over one year. By comparing the available secondary data, the offer elements were identified as fully meeting and exceeding the visitors' expectations. Also, the factors rated by visitors with the lowest ratings and that caused disappointment were identified. These indicators are practical contributions to the work and can help managers create marketing strategies to minimize hotel functioning problems. The paper's theoretical contribution is reflected in the expansion of theoretical knowledge about the importance of social networks and the monitoring of user reviews.
The statements, opinions and data contained in the journal are solely those of the individual authors and contributors and not of the publisher and the editor(s). We stay neutral with regard to jurisdictional claims in published maps and institutional affiliations.
