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What do we know about social media and firms’ financial outcomes so far?

Murat Kizildag (Rosen College of Hospitality Management, University of Central Florida, Orlando, Florida, USA)
Mehmet Altin (Rosen College of Hospitality Management, University of Central Florida, Orlando, Florida, USA)
Ozgur Ozdemir (Ozyegin University, Istanbul, Turkey)
Ilhan Demirer (Department of Hotel, Restaurant and Tourism Management, State University of New York at Plattsburgh, Plattsburgh, New York, USA)

Journal of Hospitality and Tourism Technology

ISSN: 1757-9880

Article publication date: 13 March 2017




This paper aims to understand the emergence, the revolution and the relevant knowledge of academic research concentrating on social media (SM) and hospitality and tourism firms’ financial performance. The authors not only identified the gaps and critical issues in research but also re-conceptualized profound directions for the future research in technology and finance in the hospitality and tourism field.


This study adopted an in-depth review analysis to investigate and review previous scholarly papers published in hospitality, tourism and hospitality and tourism journals from January 2011 to the present. The authors thoroughly analyzed and reviewed peer-reviewed/refereed, blind-reviewed, full-length published articles and working papers within SM and hospitality firms’ financial performance. Editor notes, prefaces, research notes, industry articles, internet publications, conference preceding, books and book chapters were excluded.


Having examined the empirical content of 26 peer-reviewed scholarly articles, the authors clearly observed that none of the papers went beyond analyzing the effect of SM on hotels’ revenue per available room, revenues, net profit, average daily rate, occupancy rates, net operating income, etc., and all papers ignored the analysis of many critical financial proxies.

Research limitations/implications

This critique and review paper is limited to the relationship between SM and firms’ financial performance within the hospitality and tourism context.

Practical implications

This review provides a blueprint to guide future research, facilitate knowledge accumulation and create a new understanding and awareness in practice as well as SM and financial performance research.

Social implications

This paper complements and adds to previous work by demonstrating various aspects, evidences, findings and inferences regarding the association between online SM platforms and firms’ financial performance and by proposing rigorous abstract and specific future extensions to both practice and discipline-specific knowledge.


There is an absence of the most updated review study of published papers on SM and hospitality and tourism firms’ financial performance. Although how SM contributes to firms’ financial performance is clear to academicians and industry professionals, no solid consensus or theoretical certainty about what the authors know and do not know has been achieved.



Kizildag, M., Altin, M., Ozdemir, O. and Demirer, I. (2017), "What do we know about social media and firms’ financial outcomes so far?", Journal of Hospitality and Tourism Technology, Vol. 8 No. 1, pp. 39-54.



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Copyright © 2017, Emerald Publishing Limited

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